Opt-in is a situation where customers provide their personal information (like an email address or phone number) to an organization with the expectation that they will receive marketing communications as a result. This consent can be implicit or explicit. You should understand the differences between these two types of consent, as laws such as CAN-SPAM, TCPA, CCPA and GDPR have changed the way customer data and communication is handled.
Consent varies worldwide, so check the regulations for the regions you are contacting. These definitions of implicit and explicit consent should help you understand and comply with those regulations.
Implicit consent means an individual has provided their information for a business purpose but not explicitly stated that they want to receive marketing communications. The customer profile denotes implicit consent as Unknown Consent because the consent value is null or unknown in the customer database.
Explicit consent means an individual has given their permission for you to send them marketing. The future recipient must manually agree to opt-in. The submission of a form that includes an email address or phone number field is not sufficient for explicit consent, unless it includes a checkbox that the individual must select to agree.
Correct example of obtaining explicit opt-in:
You are collecting email addresses in a form, hosted in a Web Embed, where your customers can enter their email and check a box for opting in for SMS communications from you. After your customers submit the form, you can send your first promotional message along with opt-out instructions.
Incorrect example of obtaining explicit opt-in:
Your customer has not yet submitted their phone number and checked a box for opting in for SMS communications from you, but you send them a message and provide them the option to opt out. This method is prohibited because you have not obtained prior consent.
See the example below for proper explicit opt-in for email or SMS.
Import explicit consent
The example below shows a correctly formatted consent event file, where the action is opt-in for consent or opt-out to exclude the identifier from marketing. If a customer has multiple identifiers on which they could receive messages, you must follow this process for each. File names for these imports begin with zaius_events.
Effect on DCS content
When creating web modals and web embeds, the editor validates the email or phone number, opt-in and submit button fields to ensure that the form is submitted with identifiable information and proper consent. Learn more about each field validation below:
- Email or Phone – Ensures that the submission is properly attributed to a customer profile.
- Opt-in – Ensures that the submission provides explicit consent for future marketing communications. By default, this field also includes a general disclaimer about the purpose of the approval that you can customize.
- Submit button – Allows the submission to occur.
DCP favors explicit consent in these situations as it provides you (the sender) more protection concerning email privacy and compliance regulations. Additionally, it provides transparency for your customers (the recipient) concerning their future relationship with your brand's marketing communications.