Foundation · 2 min
What you need to know
What’s the difference between transactional and marketing consent?
Transactional permission covers necessary service communication; marketing consent or another lawful basis covers promotional messages. One does not automatically create the other.
Should customers choose which marketing messages they receive?
Yes. Let customers choose permitted channels, topics and frequency where practical, while keeping a simple way to stop all marketing.
What is a marketing preference center?
A marketing preference center lets a person choose permitted channels, topics and frequency and withdraw choices without closing the customer account.
Should customers be able to change email frequency?
Yes, when the business can honor the choice consistently across every sending tool. Offer clear options instead of making customers unsubscribe completely to reduce volume.
How should unsubscribe requests be handled?
Process unsubscribe requests promptly, suppress the address or channel across all marketing tools, keep the minimum suppression record needed, and do not add unnecessary steps.
Should unsubscribed customers still receive order emails?
Yes, when an email is genuinely necessary to complete or support the customer’s order and contains no disguised promotion. Marketing opt-out does not normally block essential service messages.
How should consent records be maintained?
Record the person, channel, wording or purpose, status, source, timestamp, method and later changes or withdrawal. Preserve enough evidence to demonstrate how the current state was reached.
A quick store check
Test unsubscribe and preference changes across every sending tool. Confirm marketing stops without blocking necessary service messages.
Foundation · 2 min
Frequently asked questions
Can consent be assumed from a completed purchase?
Do not assume that a purchase creates permission for unrelated marketing. Apply the rules of the relevant market and preserve evidence.
Should preference changes take effect in every marketing tool?
Yes. Synchronize them quickly across senders, so an old list or disconnected system does not override the customer’s current choice.