Most e-commerce stores have a one size fits all approach to collecting consent for direct email marketing – either all customers are asked to opt-in to receive direct email marketing or they are presented with a pre-ticked opt-in box which they must untick to opt-out of direct email marketing. This is not optimal and often not compliant with privacy and marketing laws across different jurisdictions. Consent collection requirements can vary based on country requirements and even the context in which the personal data is being collected. For example, in certain EU countries you don’t need to ask for consent to send direct email marketing when the personal data is collected in the context of a sale (see “What is the “Soft opt-in” consent collection mechanism” below for more info).
Dataships knows the privacy and marketing laws and applies the appropriate consent collection mechanism to compliantly optimize your marketing consent collection. At a high-level Dataships applies one of five consent collection mechanisms, depending on the context of the personal data collection:
- Explicit consent - via the opt-in approach (e.g. UAE, Australia)
- Explicit consent - via the double opt-in approach (e.g. Germany)
- "Soft opt-in" - via the opt-out method in the context of a sale (e.g. Ireland, UK, Sweden etc.)
- Implied consent - where an Existing Business Relationship exists (e.g. Canada)
- Consent not required - when consent is not required Dataships consent management ensures that users are presented with the required privacy notices (e.g. USA)
Based on the customer’s choice and a check to make sure the right consent collection mechanism was presented to the customer, Dataships assigns them a status of marketable or non-marketable. Dataships also checks against any exclusion lists in Klaviyo to ensure that if a customer has previously unsubscribed they will not be contacted, unless they have specifically opted in.