How to Set Up a Double Opt-In Process with Marketing Cloud Next

How To: Configure a Double Opt-In Flow

Follow these steps to build a complete double opt-in process in Marketing Cloud Next.

Step 1: Create a Sign-Up Form

1. Create a form to capture contact information, including at minimum an email address field.
2. This form serves as the entry point for your double opt-in flow.

Step 2: Create an Automation-Triggered Flow

1. Create an automation-triggered flow associated with your sign-up form.
2. This flow will fire each time a prospect submits the form.

Step 3: Create or Update a Record

1. Add a step to create or update a record — choose the record type that fits your data model:
   1. Prospect
   2. Lead
   3. Contact

Step 4: Send the Opt-In Confirmation Email

1. Add a Send Email step to your flow.
2. Configure the email with the following requirements:
   1. Set the Message Purpose to Transactional (this ensures delivery regardless of subscription status).
   2. Include a clear call-to-action (CTA) — such as a button — that confirms the subscriber's intent.
   3. Configure the CTA to redirect the user to a thank-you page after clicking.

Step 5: Add a Wait Until Event Step

1. After the Send Email step, add a Wait Until Event step.
2. Configure the step with the following settings:
   1. Flow action to monitor: Select the transactional confirmation email you created in Step 4.
   2. Link to monitor: Select the opt-in confirmation link (the CTA button) within that email.

This step pauses the flow until the subscriber clicks the confirmation link — or until the wait period expires.

Step 6: Add the Consent Request Action

1. In the Event Occurs path (triggered when the subscriber clicks the confirmation link), add the Consent Request action.
2. Configure your opt-in options, including:
   1. Subscription list or channel
   2. Consent type (e.g., email marketing)
   3. Any additional required consent fields per your organization's configuration

Step 7 (Optional): Send a Confirmation Acknowledgment Email

1. After the Consent Request action, optionally add another Send Email step.
2. Use this email to notify the subscriber that they have successfully opted in to your communications.

Final Flow Overview

When complete, your flow follows this sequence:

1. Form submission triggers the flow
2. Record is created or updated
3. Transactional confirmation email is sent
4. Flow waits for the subscriber to click the opt-in link
5. Consent Request records the confirmed opt-in
6. (Optional) Acknowledgment email is sent

Further Considerations

• Expired wait periods: If the subscriber does not click the confirmation link before the Wait Until Event period expires, the flow will follow the alternate path. Ensure you configure the expiry path appropriately — typically by not recording consent and optionally sending a re-engagement prompt.
• Transactional vs. Commercial message purpose: Only emails marked as Transactional can be sent to contacts without confirmed consent. Using Commercial purpose for the confirmation email will result in delivery failures for unconfirmed contacts.
• Record type selection: Choose the record type (Prospect, Lead, or Contact) that aligns with your CRM data model and the stage at which you are capturing consent.
• Compliance: Double opt-in alone does not guarantee full regulatory compliance. Work with your legal team to confirm this flow meets GDPR, CAN-SPAM, or other applicable standards in your region.
• Marketing Cloud Next naming: Marketing Cloud Next is also referred to as Marketing Cloud on Core in some contexts. These terms refer to the same product and are used interchangeably in this article.