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Original 2026-01-01

Modified 2026-03-10

1 <p>In marketing,<strong>implied consent</strong>refers to providing contact information, such as<a>email address</a>or<a>phone number</a>, for a specific purpose but not explicitly opting in to receive marketing messages.</p>

2 <p>Implied consent may hint at your audience’s interest in your brand, but it doesn’t mean they’ve<a>explicitly</a>agreed to receive promotional content. Sending marketing messages without priorly obtaining explicit consent can have significant drawbacks, such as non-compliance with GDPR, flagging your message as<a>spam</a>, and damaging your brand image.</p>

3 <h2>How to change the way you obtain consent</h2>

4 <p>Using<a>explicit instead of implicit consent</a>in your marketing efforts is the best way to make sure you’re compliant with international privacy regulations. Follow the steps below to transform your approach.</p>

5 <h3>1. Assess your current consent practices</h3>

6 <p>Reassess how you’re currently collecting consent. Ask the following questions about your customer data:</p>

7 <ul><li>How has my brand collected the information it has on my subscribers and customers?</li>

8 <li>How does my brand’s data collection methods differ by channel?</li>

9 <li>Do I have opt-in checkboxes on all my website sign-up forms?</li>

10 <li>How does my brand store consent information?</li>

11 <li>Is our data time-stamped?</li>

12 <li>Are there disclosures in my website sign-up forms?</li>

13 </ul><h3>2. Write clear data sharing practices as part of your privacy policy</h3>

14 <p>Revise your terms and conditions to make sure they fulfil compliance requirements-make them available to customers. Include details on:</p>

15 <ul><li><strong>Data usage:</strong>Explain how you’ll use customer information for marketing purposes. Be specific about the types of information you collect, such as email address, name, and purchase history.</li>

16 <li><strong>Consent withdrawal:</strong>Inform customers about their right to opt out or withdraw consent at any time.</li>

17 <li><strong>Compliance with regulations:</strong>Specify how you adhere to data privacy laws.</li>

18 </ul><h3>3. Implement explicit consent collection</h3>

19 <p>To successfully obtain someone’s explicit consent, integrate clear and easy opt-in options throughout<a>their journey</a>with your brand. Consider obtaining explicit consent through the following:</p>

20 <ul><li><strong>Keyword opt-in for SMS:</strong>Customers can confirm their SMS subscription by texting a designated number with a<a>specific keyword</a>, for example, “YES.”</li>

21 <li><strong>Website pop-ups:</strong>Launch a form on your website to collect email addresses and/or phone numbers, with clear instructions and an email and/or SMS marketing opt-in checkbox.</li>

22 <li><strong><a>Double opt-in</a>for email:</strong>After initial sign-up, customers receive a confirmation text or email and need to click on a link or reply with another keyword, such as “CONFIRM,” to verify.</li>

23 <li><strong>Opt-in checkboxes at checkout:</strong>After a customer purchases a product, add an opt-in checkbox to make it easy for them to subscribe to your marketing messages. Don’t add them to your marketing lists unless they’ve checked the box.</li>

24 </ul><p>A<a>marketing automation</a>platform like Klaviyo simplifies implementing explicit consent principles in<a>email</a>and<a>SMS marketing</a>. Use Klaviyo to easily create mobile-friendly sign-up forms using the<a>form builder</a>, automate the double opt-in process, and gain real-time insights into your email and<a>SMS list</a>.</p>

25 <p><a>Klaviyo AI</a>helps you create personalised content that boosts engagement and drives conversions. Ready to transform your email and SMS marketing initiatives?<a>Sign up for Klaviyo</a>today.</p>