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The elephant in the room - Marketing Permissions

October 23, 2019

All you need to know about marketing permissions and how they are implemented in Voucherify to protect your brand and the privacy of your customers.

Marketing permissions 2019
Photo by NordWood Themes

The complicated world of marketing permissions

Most marketers are aware that email marketing should be built upon permission marketing framework to be an effective communication tool. While privacy regulations vary between countries, it’s always a reasonable idea to stay on the right side of the law and ask your customers first whether they’d like to stay in touch and receive their explicit consent. Not doing so may result in harsh compensation payments reaching up to €20m (UK) or $10m CAD (Canada) - an objectively heavy financial penalty for any business. 

What do you need to know about marketing permissions?

There exist several legal acts regulating marketing permissions, among them the most noteworthy include: GDPR (EU region), CAN-SPAM (USA), and CASL (Canada). 
Here’s a more detailed list of the most prominent marketing regulations:

Marketing Permissions for different countries
Source: https://github.com/threeheartsdigital/email-marketing-regulations

The terms that are extensively used in these acts are: implied and explicit consent; not knowing the difference between the two can put your business in the red. 

What's the difference between implied and explicit consent?

Implied consent is not given directly by a customer but rather it is inferred from his/her actions. For instance, if a customer buys something from your online store, you may suspect that they won’t have anything against you contacting them. Implied consent is accepted in Canada and Australia but punishable in EU countries - this regulatory jigsaw emphasises the importance of doing research before launching any marketing campaign. 

On the other hand, explicit consent has to be given directly (verbally or in writing) by customers and it usually takes three forms: 

  • soft opt-in (e.g. receiving email address from sales negotiations process and treating it as a basis for communication, illegal under GDPR), 
  • single opt-in (e.g. registration form), 
  • and double opt-in (e.g. confirmation mail).

Marketing Permissions and Voucherify (100% GDPR and CCPA-compliance)

The introduction of GDPR regulations in 2018 and the 2020 enforcement of CCPA only confirmed what we already knew and believed in - consensual personalisation and marketing brings more benefits to both customers and businesses than unrestrained and spammy contact policies. The phrase “there is no such thing as bad publicity” didn’t really sit well with us. That’s why new data policies acted as a trigger to create features that would fully and officially reflect our stance on personal data and the importance of its protection. As of today, Voucherify offers numerous features that are fully compliant with GDPR, PCI and CCPA and other data-related policies, including:

  • Double Opt-In - this option is enabled by default and is used to verify the consent of your customers by sending them a confirmation email after they sign up via your landing page (also created with Voucherify). 
Double opt-in feature to endure data integrity - an example of marketing permissions in practice
Double opt-in for landing pages

  • Marketing Permissions - thanks to this feature, you can create your own marketing consents that will be used to target specific customer segments during distribution and placed in any Voucherify template you’ll use to deliver contextual messaging to appropriate customer segments. 
Marketing permissions and opt-in consents

  • Contact Preference Center - this option allows your customers to decide whether they want to stay subscribed to messages from your brand. White-label capabilities allow our clients to freely customise it to fit their brand image and make it a part of customer journey. 
Contact Center- marketing permissions
Contact Preference Center in Customer Cockpit

  • Permanent data removal - you can permanently delete any customer history from Voucherify to comply with European Data Protection Laws. 
Deleting customers' data permanently with one click

Voucherify is a truly flexible promo engine and it can create contextual and personalised promo experiences without any sensitive data at all (e.g. email, phone number).  All it needs is customer identifier and some attributes, the distribution can stay on the client’s side who can use own messaging platforms, web hooks or API to deliver relevant messaging to customers. 

Visit this article to learn more on how we protect your data. 

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Marketing Permissions

Before you send us your data, you must become acquainted with the Privacy Policy where you will find information on the personal data controller, your rights and our obligations, the purpose for which your data are processed and any other information which relates to the protection and security of your personal data.
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