Marketing Consent
Marketing consent refers to a guest's permission to receive promotional communications. This article outlines how consent is managed, including its types, how it applies in multi-restaurant accounts, and its impact on guest communication preferences and compliance with regulations.
Consent Tied to Phone Number and Restaurant
Consent for email marketing is managed at two levels: by restaurant and email address. In multi-restaurant accounts, guests can unsubscribe from marketing communications for a specific restaurant while still receiving them from others. Consent for email is tied specifically to the guest's email address rather than the guest directly, meaning each email address carries its consent status independently. If a guest updates their email address, the consent associated with the old number does not automatically transfer to the new one.
Types of Marketing Consent
Explicit Consent
A guest who has explicitly consented means that they have either:
- Consented by checking the box "Yes, I want to receive exclusive offers from this establishment", which is displayed at the end of the online reservation process.
- Has consented to receiving marketing emails through the consent email automatically sent 2 years after the initial consent date.
Note: A guest who has explicitly consented will be added to your audience when sending marketing campaigns.
Implied Consent
A guest who has implied consent has not unsubscribed from email marketing, but has also not explicitly agreed to it. This can occur in the following instances:
- A guest who reserved online but did not check the box "Yes, I want to receive exclusive offers from this establishment", the guest will be marked as having an implied consent.
- When you create a new reservation internally, the guest will be marked as having an implied consent.
Note: A guest who has an implied consent will be added to your audience when sending marketing campaigns.
Unsubscribed
A guest who is unsubscribed from marketing communications has either:
- Updated his email preferences and unsubscribed.
- Received the consent renewal email from your establishment and decided to unsubscribe.
Unsubscribing from marketing communications will cause the guest to stop receiving:
- All marketing communications, both email and SMS.
- All review requests.
Note: A guest who has unsubscribed from receiving marketing emails will be excluded from your audience when sending marketing campaigns. A guests can resubscribe by placing an online reservation and checking the box "Yes, I want to receive exclusive offers from this establishment" or by updating his email preferences through a previous marketing email.
Consent Renewal Email
When a guest has explicitly or implicitly opt-in for marketing communications, the consent has to be renewed after 2 years. An automatic email will be sent to the client requesting the consent. The guest can either resubscribe or unsubscribe from marketing communications. If no action is taken, the consent will be automatically revoked.
