CRM subscription statuses

This article describes the subscription statuses and their meaning.

Key Takeaways:

• Prioritize explicit consent and double opt-in whenever possible for marketing communications.
• Respect unsubscribe requests as soon as possible.
• Use implicit consent cautiously and primarily for transactional or service-related messages.
• Document consent clearly within your CRM to maintain accurate records.
• To ensure compliance, stay updated on data privacy regulations (like GDPR and CCPA).  

1. Unsubscribed: This status indicates that a contact has explicitly withdrawn their consent to receive further communications from you. They have actively opted out of your email list or other marketing channels.  

• CRM implications:
  • It's crucial to cease sending any marketing materials to unsubscribed contacts immediately.
  • Their status should be marked accordingly in your CRM to prevent accidental outreach.
  • Provide an easy way for contacts to unsubscribe from your communications (e.g., an unsubscribe link in emails).
  • Respect their decision and refrain from re-subscribing them without their express consent.

2. Implicit Consent: This refers to a situation where consent is implied based on the relationship between you and the contact. This often applies to existing customers who have provided contact information during a purchase or service interaction.  

• CRM implications:
  • You may use implicit consent to send transactional emails (order confirmations, shipping updates, etc.) and relevant service-related information.  
  • Using implicit consent for marketing emails or promotional content is generally unacceptable.
  • Be cautious and transparent about the communications you send based on implicit consent.

3. Explicit Consent: This is the most reliable consent form. It means a contact has actively and knowingly permitted you to send them specific types of communication. This is usually obtained through a checkbox, opt-in form, or a clear statement of agreement.  

• CRM implications:
  • Explicit consent is essential for sending marketing emails, newsletters, and promotional offers.  
  • Always document how and when consent was obtained within your CRM.
  • Ensure your opt-in forms are unambiguous about the types of communication the contact is consenting to receive.

4. Double Opt-in: This is an extra step added to the explicit consent process. After a contact submits an opt-in form, they receive an email asking them to confirm their subscription by clicking a link. This verifies their email address and ensures they genuinely want to receive your communications.

• CRM implications:
  • Double opt-in is considered a best practice for email marketing as it helps maintain a high-quality email list and reduces spam complaints.  
  • Your CRM should automate the double opt-in process, sending confirmation emails and updating the contact's subscription status accordingly.
  • This method helps ensure compliance with regulations like GDPR and CAN-SPAM.