Opt-in is generally defined as a situation where customers provide their email address to an organization, with the expectation that they'll receive marketing communications as a result. The consent given can be implied or express. It's important to understand the differences between these two types of consent as laws such as GDPR have changed the way customer data and communication is handled.
Implied consent is given when an individual provides their email address for a business purpose but has not explicitly stated that they want to receive marketing communications.
Express consent is given when you ask an individual for permission to send them marketing emails, and they agree. The future recipient must manually opt-in by taking action. The submission of a form that includes an email address field is not sufficient for express consent. However, the inclusion of an unchecked checkbox that the individual must click is acceptable. See the example below.
Effect on Zaius content
When creating web modals and web embeds, the editor will validate the email, opt-in, and submit button fields. This automatic validation helps ensure that the form is submitted with identifiable information and proper consent. Learn more about each field validation below:
- Email: This field helps ensure that the submission is properly attributed to a customer profile.
- Opt-in: This field helps to ensure that the submission provides express consent for future marketing communications. By default, this field will also include a general disclaimer about the purpose of the approval. This disclaimer can be customized.
- Submit button: This field allows the submission to occur.
Zaius favors express 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.