Different regions have different compliance requirements around who can receive a marketing email promotion. They differ primarily on whether the culture is “opt-in” or “opt-out.” For those countries that require a true opt-in (also known as “expressed consent”), where a guest or contact actively takes an action before receiving marketing promotions, Revinate supports some functionality around managing and differentiating between an implicit and explicit subscription
What is Expressed Consent?
Marketing has different compliance rules based on region. In particular, the rules differ between regions like APAC and North America for email marketing. Without giving a history and regional breakdown offhand, regions like United States are basically an opt-out region where they expect anyone can receive any marketing email until they opt-out (CAN-SPAM). Other regions, like APAC and Canada are becoming opt-in regions, meaning they require someone to subscribe explicitly to receive marketing promotional emails. Please note, this is an oversimplification, so we encourage our customers to do their own research about their region and custom requirements.
Opt-in and Opt-out: When a recipient actively subscribes or unsubscribes
Implicit Subscription: Generally, a person has provided implicit consent to receive marketing promotions when they've requested a quote or performed a business transaction with an entity. In the hospitality world, this includes booking a reservation, for example.
Explicit Subscription: A person has explicitly requested and provided permission to receive marketing promotions. An example is, they subscribed by signing up in a form with a note that expresses: "I agree to receive marketing promotions from <party>."
Double Opt-in: A double opt-in means a party has provided explicit consent, and a verification email has been sent to that party, after which they must perform a second action (like clicking a link to verify they asked to receive marketing emails) before receive marketing promotions.
Express Consent: Also known as "Explicit Consent." Relates to an Explicit Subscription.