Applies to: All (Users, Managers, and Admins)
Overview
Every customer profile has a Messaging consent section with two independent statuses: Conversational consent and Marketing consent. Keeping the two separate lets a brand rely on external marketing consent for campaigns while managing its own clienteling consent in Endear
Two Types of Messaging Consent
Conversational Consent: Conversational consent tracks whether a customer has agreed to receive messages from your staff, and it is the only consent status staff can edit directly from a customer profile. It reflects what has happened in Endear alone: a staff member subscribing or unsubscribing the customer, a customer replying STOP or selecting an unsubscribe link, or a customer confirming their opt-in by keyword. A subscription change made in an integration does not update conversational consent. If your brand has outbound subscription sync enabled, a conversational consent change in Endear can be written back to the integration and override the status there.
Conversational consent reflects only what has happened in Endear, and the two statuses update independently:
A conversational consent change in Endear updates conversational consent only. If your brand has outbound subscription sync enabled for an integration, that change is also written back to the integration and overrides the status there.
Marketing consent: Marketing consent is an aggregation across every connected integration, and Endear errs on the side of caution. This means that if a customer is unsubscribed in one integration and subscribed in another, their marketing consent shows as unsubscribed. Endear supports importing and exporting consent from external integrations including Klaviyo, Attentive, Iterable, and custom API.
A subscription change in a connected integration updates marketing consent in Endear. It does not change conversational consent.
Three types of messaging
In Endear, there are three types of messaging:
Bulk marketing messaging: this type of messaging is sent to many recipients and is not explicitly triggered by an action the recipient has previously taken. For example, if you're inviting customers into the store who you haven't seen in the past 3 months.
Consent Requirement: When sending bulk marketing messaging with campaigns, you can enforce whichever consent type you want to require. When creating your campaign, use the subscription and suppression rules to customize consent requirements on a per-campaign basis.
Bulk transactional messaging: this type of messaging is sent to many recipients and is explicitly triggered by an action the recipient has previously taken. For example, sending a thank you note 2 days after a customer purchased in store.
Consent Requirement: Endear does not require that the customer has opted in to receive marketing in order to send transactional messaging. However, we do recommend that you exclude customers who may have opted out of marketing, and that you send any transactional messaging within 90 days of the action occurring.
Conversational messaging: this type of messaging is sent to one recipient or a very small group and is explicitly sent by a staff member using Endear. The purpose of this messaging should be to begin or continue a conversation with a customer.
Consent Requirement: Endear does not require that the customer has opted in to receive marketing, but Endear will not send to a customer who is unsubscribed from conversational consent on that channel. Because the two statuses are independent, a customer can be subscribed to conversational messaging and unsubscribed from marketing. In that case staff can send that customer a 1:1 message, but the customer will be excluded from campaigns that require marketing consent.
Customer-initiated opt-outs
When a customer opts themselves out, by replying STOP or by selecting an unsubscribe link, their conversational consent is set to unsubscribed for that channel and they will no longer receive 1:1 messages or campaigns that require conversational consent.
Staff cannot reverse a customer-initiated opt-out from the customer profile. Only the customer can opt back in. For SMS, the customer does this by texting START to the number they unsubscribed from. You can read more about the supported opt-out and opt-in keywords in How can customers opt-out of SMS messages?
A customer-initiated opt-out or opt-in only changes marketing consent if outbound subscription sync is enabled for that integration. If sync is not enabled, marketing consent continues to reflect whatever the integration reports, so a customer can show as unsubscribed from conversational messaging while still showing as subscribed to marketing.
Single opt-in
Each subscribed channel shows how the customer's consent was captured:
Single opt-in: consent was captured once, either by a staff member subscribing the customer in Endear or through a single opt-in source. Subscribing a customer manually from their profile always results in single opt-in.
Step-by-Step Guide
Navigate to the customer's profile and locate the Messaging consent section, which shows the channels the customer has consented to for conversational consent and for marketing consent.
Select Edit next to Conversational consent to open the Edit conversational consent window. Use the toggle beside a channel to subscribe or unsubscribe the customer for that channel. If you are subscribing a customer who is not currently subscribed, confirm that you have received consent from the customer to message them on that channel. Select Save to apply your changes.
Select Details next to Marketing consent to review the customer's bulk marketing subscription status for each channel. This window is read only, so any change must be made in the source integration. Select Close when you are finished.
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