Resubscription in Salesforce Pardot

“Hello Again” — solution for seamless resubscribe in Salesforce Pardot:

However, we are of the opinion that the introduced standard process is rather distracting for the user, because a special confirmation link for resubscribers (see screenshot on the right) interrupts the normal registration process and can irritate the user or, in the worst case, completely prevent the user from filling out the form.

That is why we have developed a solution that seamlessly integrates systemic re-opt-in into an existing double opt-in process.

The following instructions are intended to help you flexibly adapt this option to individual requirements in order to offer subscribers a straightforward user experience.

How to integrate the Pardot Resubscribe feature into an existing double opt-in process

What do I have to consider at the beginning?

For the resubscribe process in Pardot to even be possible, Handlebars Merge Language (HML) must be activated in your account. In general, the aspects mentioned here by Pardot itself should also be considered.

Connector Settings

The settings of the connector to Salesforce must allow the “Opted Out” field to be overwritten.

For more information, visit the Salesforce page here.

Double opt-in process

For these instructions, we use an existing double opt-in process, which is basically structured as described by Pardot here. In addition to the lists for unconfirmed (“unconfirmed”) and confirmed (“confirmed”) double opt-ins mentioned there, you need another static list for prospects that have given a global opt-out. A total of three lists are required for the process described below.

In addition, two custom fields must be created, which on the one hand represent the current opt-in status and on the other hand the status of an existing opt-in request. An example of what they can look like is shown in the second screenshot.

Setup

To integrate the Resubscribe feature directly into the existing double opt-in process, you need the following elements:

1. Dynamic content that, depending on the case, includes either the confirmation link (custom redirect) of the existing double opt-in process or the resubscribe link in the double opt-in confirmation email.

2. Three automation rules:

1. If an opt-out is given directly by a prospect (by clicking on the unsubscribe link), the status in the custom field is adjusted for the opt-in status.
2. If an opt-out is set manually (by adjusting the custom field for the opt-in status), the prospect's “Email Status” is set to “Opted out”.
3. The status in the custom field for the opt-in status is set to “Confirmed/Confirmed” after a resubscribe.

The purpose of the dynamic content is to display the correct link for each case: In the case of a new double opt-in request, the normal confirmation link (custom redirect) and, in the case of a repeated double opt-in request, the resubscribe link if there is an existing opt-out.

The dynamic content checks the custom opt-in status field and plays the normal confirmation link with accompanying text as a default variant. In the case of a double opt-in that has already been confirmed (“DEMO DOI — Status” is “Confirmed”), an explanatory text is displayed instead of a confirmation link. If there is an opt-out (“DEMO DOI — status” is “opt-out”), the resubscribe link, also with accompanying text, is played out.

Automation Rules

For example, when a prospect triggers an opt-out by clicking on the unsubscribe link in an email, this is initially only reflected in the two default fields “Opted Out” and “Do Not Email.” An automation rule is therefore required which follows the prospect's custom opt-in status and the corresponding list membership. To do this, an automation rule must be set up with the following rules:

Prospect's email status is Opted Out

Prospect custom field “DEMO DOI — Status” isn't “Opt-Out”

The match type must be set to “Match all” and the repeat to “Enabled”, where the repetition should be daily (“Eligible to Repeat” = “1 day”) and unlimited (“Limit Total Matches” = “Unlimited”).

The following actions must be taken for prospects that meet these criteria:

Change prospect custom field value “DEMO DOI — Status” to “Opt-Out”

Clear prospect field value “DEMO DOI — Requested”

Add prospect to list “DEMO DOI-05 — Global Opt Out”

Remove prospect from list “DEMO DOI-04 — Confirmed”

In addition to the direct opt-out via the unsubscribe link, it may be that the opt-out must be issued by a system user (either Pardot or Salesforce), e.g. because the contact in question has written a corresponding email. Depending on the role or authorization, however, a system user cannot always access the relevant default fields to opt out. We therefore assume that the system user can only edit the custom field for the opt-in status and sets it accordingly to “opt-out”. This status has no systemic effects at first — the contact would continue to be contacted by Pardot even with List Emails. Therefore, an automation rule must be created that also transfers the opt-out to the relevant system fields. In addition, list memberships should also be set correctly.

The automation rule should have the same match type and repeat settings as the automation rule described above, check for the criteria shown in the following screenshot and set the actions shown.

Clicking on the resubscribe link for a prospect with an opt-out does mean that the relevant default fields “Opted Out” and “Do Not Email” are set in such a way that the prospect can receive emails via Pardot again. However, the list memberships and the custom opt-in status must be set by another automation rule. This automation rule should also have the match type “Match all” and, like the other two automation rules, should be repeatable daily. The rules to be set and the actions to be carried out are shown in the screenshot.

Going live

Using a segmentation rule, all prospects that have an opt-out should be added to the list of global opt-outs, otherwise the automation rule for setting the custom opt-in status after a resubscribe would not apply.

Finally, the automation rules should be activated in the following order:

1.” Set Opt Out to Custom Field”
2. “Set Opted Out to Email Status after Manual Unsubscribe”
3. “Set Confirmed to Custom Field after Resubscribe”

Before activating the Automation Rules, be sure to check whether existing prospects are affected and conclusive using the respective preview.