When targetting profiles from your Customer Data Platform for marketing purposes, it is very important to take the markting consent into account. Therefore it is important to manage your consent properly in the CDP.
What is consent and how do I set it up?
Marketing consent needs to be provided by the consumer in order to send out marketing related emails to them. When creating a marketing segment, this consent needs to be added to f.e. the example marketing consents in article 'Marketing Consents'.
There are several ways to gain Marketing Consents from the profiles in your Customer Data Platform:
-
Ticketshop
Request a marketing consent in the Ticketshop by adding a consent in the event settings > consents
-
Pre-registration
-
Newsletter registration on website
Customizing the consent page
You can customize your consent management page within the Customer Data Platform to customize it to match your company's appearance. The default consent page looks like this:
The customization of this page can be done in Sources > Consent > Consent customization:
Difference consent in CDP and the Suppression List
When using the Customer Data Platform to manage your profiles, a combination of the CDP and the suppression list is used.
The CDP is used to manage the consents (the people who do or do not wish to receive your campaigns) and the suppression list is for the contact that can not receive the emails sent from your domain. Below some reasons why they could be on the suppresion list:
How can consumers unsubscribe / withdraw their Marketing consent?
In case consumers want to change their consent, there are several ways to do this:
-
Unsubscribe with the unsubscribe button in the email:
If you want to include the unsubscribe button in an existing email you can add this link by clicking on 'insert page or special link';
-
Manually adjust the marketing consent on profile level to FALSE
-
Please do not delete the profile from your CDP. When a profile is deleted all the history will be deleted as well, if the consumer purchases a ticket again they will enter your CDP again without all the previous history. In case the consumer does not want to receive marketing mails from you, please adjust the marketing consent according to the above mentioned methods and use the consent when creating marketing segments.n mind in the segment you send marketing campaigns to.
How to create segments with taking the marketing consent into account?
When creating a segment for marketing purposes it is important to only segment profiles who have a marketing consent, Marketing Consent = TRUE.
This can be done by using the following filter at the end of your filter:
Example of all ticket buyers (ever) with a marketing consent:
Check out the Marketing Segments article with more examples of segments.