Advanced: About Consent

What is Consent?

Consent is the cornerstone of data-driven marketing, and not only are you responsible for providing a clear privacy policy that informs your website visitors about cookies, but you are also responsible for being transparent about your marketing activities.

In order to obtain contact information from an individual, and therefore create an Audience Profile, you must have their consent. This consent must be freely given, specific, informed and unambiguous; meaning that when individuals provide you with their information they must do so being aware of its purpose.

Individuals can provide and withdraw different types of consent, in various levels. 

Profiles' consent can be generally divided in two different statuses, and this is often enough to understand whether a Profile will or will not receive your communications:

  • Opt-in: Subscribed, provided consent.
  • Opt-out: Unsubscribed, withdrawn consent.

Continue reading for a deeper look into how consent works in APSIS One. 

levels1.jpg

 


 

How do Profiles Opt-in and Out?

Profiles can gain (opt-in) or withdraw (opt-out) consent from your communications via:

  • Sign-up bar activity: Set up in your APSIS One account. Consent is provided directly by the individual, only for a Topic inside a Consent list.
  • Forms & Pages activity: Set up in your APSIS One account. Consent is provided directly by the individual, only for a Topic inside a Consent list.
  • Email tool activity: Set up in your APSIS One account. Recipients can opt-out or unsubscribe from your communications via the unsubscribe link.

  • Marketing Automation flow Email node: Set up in your Marketing Automation tool's activity. Recipients can opt-out or unsubscribe from your communications via the unsubscribe link.
  • SMS tool activity: Set up in your APSIS One account. Recipients can opt-out or unsubscribe from your communications via the unsubscribe link.

  • File Import Wizard: Set up in your APSIS One account. Consent is provided or withdrawn by the individual through a separate source, gathered into a file and manually imported into APSIS One via the File Import Wizard.
  • Migration Wizard: Set up in your APSIS One account, continuously creating and updating Profiles and their consent as per your APSIS Pro account.
  • APSIS One API: A custom solution that creates and updates Profiles and their consent in APSIS One.
  • Integrations: Set up in your APSIS One account's Section, continuously creating and updating Profiles and their consent as per your integration's preferences.

 


 

Levels of Consent

The level of consent encompasses to what extent the Profile has given or withdrawn consent. The type of consent is whether the Profile has given (opt-in) or withdrawn (opt-out) their consent.

Here are the levels of consent, from highest to lowest:

  • Account: Profiles can only opt-out from the Account level, whenever locked from your Audience. Overrides any existing consent in the lower levels. Profiles can be locked either from the Profile view or the File Import Wizard. Locking a Profile is permanent and irreversible.
  • Section: Profiles can only opt-out from the Section level, whenever migrated from APSIS Pro (opt-out all). Overrides any existing consent in the lower level.

  • Topic: Profiles can both opt-in and out from a Topic inside a Consent list.

 


 

Types of Consent

When Profiles opt-in and out from your communications, they will gain these types of consent. You can see a comprehensive summary of Profiles' consent changes in their Consent Timeline.

Profiles' consent can be generally divided in two different statuses, and this is often enough to understand whether a Profile will or will not receive your communications:

  • Opt-in: Subscribed, provided consent.
  • Opt-out: Unsubscribed, withdrawn consent.

However, there are different types of opt-in and opt-outs. Here are the different types of consent, depending on the level and the status of their consent.

 

  Opt-in Types

As Profiles can only opt-in on the Topic level, all the types below refer to their consent for a Topic in a Consent list.

Opt-in  It allows sending SMS or Email communications to the Profile's address, but the individual behind the Profile has not confirmed their subscription (Double Opt-in).

This consent is provided for a Topic in a Consent list. 

Consider that Profiles that opt-in via a Sign-up bar without Double Opt-in enabled, are subscribed via the File Import Wizard or any other sources, will gain the Opt-in type of consent (as opposed to Confirmed Opt-in).

Pending
Opt-in
Email 

When hovering over the Email consent icon, you will see this level of consent. It signals that the Profile subscribed via a Sign-up bar with Double Opt-in enabled, but they have not confirmed their subscription.

This type of consent will prevent the address from receiving any communications, and the Profile will be excluded from sendings until they confirm their opt-in.
Confirmed
Opt-in 
The Profile has confirmed their subscription for SMS and/or Email communications.

This consent is provided for a Topic in a Consent list.

 

 

  Opt-out Types

Topic
Opt-out
An explicit request of removal of an existing subscription from a Topic. The Profile will not receive communications from the channel (SMS or Email) associated with the Topic inside a Consent list.

A Topic opt-out overrides an existing Topic opt-in, but a new opt-in can be configured to resubscribe a Profile.
Section
Opt-out
An explicit request of removal of all existing subscriptions associated with a Section (all Consent lists and Topics in the Section).

A Section opt-out overrides all Topic opt-ins. The Profile will not receive communications from the channel (SMS or Email) associated with the Section.

A Section opt-out is different than multiple Topic opt-outs; it's a specific level of consent for Profiles with an opt-out all in APSIS Pro, for example.

 


 

Consent Table

Will a Profile receive my email or SMS message?

Here's a table to further visualise how opt-outs can override existing opt-ins in your APSIS One account. Depending on the level, a Profile can have limited types of consent, so you won't see an opt-in in the Account or Section levels.

On the Level column, you can see the different levels where Profiles can have an opt-in or opt-out.

On the Type columns, you can see whether a Profile can have an opt-in or an opt-out depending on the level. Click on an opt-in checkmark (  ) or opt-out cross (  ) icon to scroll up and read more about the types of consent.

Next to Result you can see whether the Profile will or will not receive any communications related to a specific Topic inside a Consent list in APSIS One. Profiles can, of course, opt-in to multiple Topics.

Level of Consent Type of Consent
Account        
Section        
Topic        
Result        

 

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