In today's digital landscape, ensuring compliance with marketing consent regulations is crucial for maintaining customer trust and avoiding legal pitfalls. At Brij, we've built a system that makes capturing email and SMS marketing consent straightforward and compliant with industry best practices. This article will guide you through the consent capture mechanisms available on the Brij platform.
Email Marketing Consent
Brij provides two methods for capturing email marketing consent: Implicit Consent and Explicit Consent.
- Implicit Consent:
- By default, Brij automatically includes a consent statement directly below the email entry field on your forms. This statement informs customers that by submitting their email, they agree to receive email communications from your brand and accept the terms and conditions of both Brij and your brand.
- This method is considered "Implicit Consent" because the customer is automatically opted in without needing to take any additional action other than providing their email.
- Explicit Consent:
- For brands that require a higher level of consent, Brij offers the option to include a checkbox that customers must check to opt-in to marketing communications.
- This is known as "Explicit Consent," as the customer must actively agree to receive marketing emails. This action is recorded in Brij, ensuring you have a clear record of the customer's explicit agreement.
SMS Marketing Consent
SMS marketing has more stringent consent requirements compared to email, primarily due to stricter regulations. Brij offers flexible options to ensure your SMS marketing campaigns are fully compliant.
- Implicit Single Opt-in:
- Similar to email consent, Brij provides an option to include default opt-in language directly on the Rebate Signup Page. By entering their phone number, customers implicitly consent to receive SMS communications.
- This is called "Implicit Single Opt-in," where the act of providing their phone number serves as their agreement to receive messages.
- Explicit Single Opt-in:
- For a more robust consent process, you can add a required checkbox on the signup form, making the opt-in process explicit.
- Customers must check this box to agree to receive SMS messages, and this action is also recorded within Brij.
- Double Opt-in:
- To fully comply with best practices and regulations, Brij supports a "Double Opt-in" process for SMS marketing.
- After the customer provides their phone number and, optionally, checks the opt-in box, they receive a confirmation message. When they respond to this message—either by sending an image of their receipt or another positive, non-opt-out message—Brij marks the customer as "Double Opt-in."
Transferring Marketing Consent to Third-Party SMS Marketing Platforms
If you plan to transfer customer phone numbers collected through Brij to a third-party SMS marketing platform like Attentive or Klaviyo, it's important to understand the limitations regarding consent transfer:
- Limitations for passing SMS Double Opt-ins
- Even if Brij has captured Double Opt-in consent from a customer, most third-party platforms only allow the transfer of Single Opt-in consent. This restriction is due to the strict consent rules these platforms follow, particularly because Double Opt-in usually involves confirming consent to a specific phone number, which may not be the same when transferred.
- To ensure customers are properly opted-in to your SMS marketing flows, you should trigger a text message double opt-in flow from that SMS provider that asks the customer to respond with a keyword to obtain Double Opt-in consent
By adhering to these consent capture methods, Brij ensures that your email and SMS marketing efforts remain compliant, protecting both your brand and your customers. For further assistance on configuring your consent settings, please reach out to our support team.