Who you are allowed to communicate with depends on many things. If your communication contains marketing, news, information about upcoming events, etc., it's vital to respect your contacts' consent. However, some information like important information about a purchase a contact has made from you should reach your customer no matter what.
To take some weight off your shoulders, MarketHype separates communication into two different types to make it easy for you to continuously engage with your customers - "marketing" and "non-marketing" information. And every time you create a new email, automation, or SMS, you will be asked to set the type of communication you are working on.
The choice you make will affect the rest of the process to help make sure you only send your email or SMS to contacts you have the lawful right to communicate on that topic.
Communications types
Marketing information - Consent is needed
Most of your communication falls into this type of communication, and you need consent from the contact to send this type of information. It could be communications like:
Marketing emails or SMS
Newsletters
Upcoming events or campaigns
Shareholder information
When using the marketing information communication type, you are required to specify a subscription type to define what type of information you are about to communicate.
Let's say you have a subscription type "Newsletter." When you design your email and select subscribers of "Newsletter" in the recipient filter, MarketHype will ensure that only contacts with valid consent for "Newsletter" will receive the email.
Non-marketing information - Consent is not needed
Under some circumstances, you may need to communicate with your contacts for some important information. It could be information like:
Canceled event or arrangement
Changed time of event or arrangement
This information needs to reach your contacts, no matter what - even if they've unsubscribed from your marketing information. For these occasions, you have the communication type "non-marketing information."
Sending an email or SMS with non-marketing information is a powerful tool. This will bypass consent entirely and include contacts even if they have unsubscribed from all of your marketing communication. As this option overrides any desire expressed by your contact, it should be used with great caution and only ever be used when it is absolutely necessary.
❗️Do not include marketing or other non-vital information in your communication when you use the "non-marketing information" communication type.
As Spider-Man's uncle once said: With great power comes great responsibility. |
Choosing subscription types
When designing an email or SMS, the default communication type is "Marketing information." Unless you've changed the communication type of your email to "Non-marketing information," you will be required to select subscribers to at least one of your subscription types in the audience filter.
For example, if you're designing your weekly newsletter, you start by filtering your recipients to only include subscribers to your "Weekly newsletter" subscription type. That way, you can be sure that only contacts with an active subscription to your newsletter will receive the email.
If you want to narrow your recipient selection even further, you have the full power of the audience filter at your disposal. Let's say you want to target your senior newsletter subscribers with a special daytime offer - no problem! Or maybe you want to send a promo code to all your newsletter subscribers who also make frequent purchases from you - we've got you covered there as well!
By simply selecting the right subscription type, you hand over the responsibility to us to make sure that the email only reaches the inbox of people who have given their consent. You focus on targeting the right audience, and we ensure that you always respect your contacts' consent.
Unsubscribes
At any time, your subscribers can unsubscribe from your subscription types. When they do, they will not receive any future emails or SMS you send to the subscribers of those subscription types. If they change their mind, they can opt back in at any time, and they will start receiving your emails again.
One exception to this rule, though - emails containing "Non-marketing information." Any communication with this type will ignore the fact that a contact has unsubscribed from your marketing information and send the email to them anyway.