When using a marketing automation tool like Hubspot and Mailchimp, it’s easy to think they’ve got you covered when it comes to collecting compliant marketing consent. Unfortunately they fall short of the mark.
In this article we’ll walk you through some of the pitfalls we’ve identified in these tools, and what you can do to become GDPR compliant.
This article focuses on Hubspot and Mailchimp but the other players in this space suffer from similar limitations.
We have seen the following general issues with both Mailchimp and Hubspot:
When setting up a form in Hubspot you have the option to select one of their GDPR options. If you do that, you’ll add notice and consent information to your form.
But by default this option (as shown in the above example) isn’t compliant with the GDPR and the local marketing legislation in European countries when targeting consumers (and in many European countries also business contacts). Here’s why:
In mailchimp you can enable GDPR fields in your audience settings as a step towards collecting compliant marketing consent in the EU.
By default the Mailchimp “GDPR fields” feature doesn’t adhere to the GDPR and local marketing legislation in the EU either. In some cases (e.g. If you are targeting business contacts in the UK and France or consumers in the US) opt-in consent isn’t required.
To be compliant you need to customise your GDPR fields in accordance with the following requirements:
Learn more about how Openli can help you navigate the global legal landscape, collect compliant consent, sync your marketing tech stack and optimise for conversion.