Consent for marketing emails: what can you send?
An email confirming an appointment is different from an email with your autumn offer. The first doesn't need consent, the second usually does. Know the difference and you can email with peace of mind.
Contents
Messages about an appointment (confirmation, reminder, change) can always be sent. For promos, newsletters and birthday discounts, ask for consent upfront, with a box that isn't pre-ticked. Record who said yes, make unsubscribing easy and act on a no straight away.
Service messages versus marketing
A confirmation, a reminder or a message moving an appointment is part of the service the client asked for. You don't need separate consent for that. Anything meant to sell something or bring the client back is marketing: an offer, a newsletter, a birthday discount, a "we haven't seen you in a while".
What valid consent is
Consent must be freely given, specific and clear. In practice: a box the client ticks themselves, never pre-ticked, with a sentence saying what they'll get. "I'd like to get news and offers now and then" is clear. A booking mustn't depend on that tick.
Record when and how someone said yes. If there's ever a question or complaint, you can show it.
The exception for existing clients
Belgium has an exception: under conditions you may email existing clients about similar services from your own business, even without a tick. You got the address with an appointment or purchase, you're emailing about something comparable, and the client could refuse free of charge when giving the address and in every email. If you're unsure whether you qualify, just ask for consent. That's always safe.
Texts and WhatsApp
For marketing by text and WhatsApp, the same principles apply as for email. A reminder of an appointment is fine, an offer only with consent. And don't message at any hour: late at night or on Sunday morning an offer tends to backfire.
Unsubscribing must be easy
Every marketing email says who you are and includes an easy way to unsubscribe. If a client asks to stop getting promos, even at the counter or by message, act on it straight away. A client who doesn't want promos is of course still welcome for appointments.
How to do it in mijnklant.vip
- Your booking page has a separate box for news and offers. It isn't pre-ticked and is separate from the booking.
- In the client record you see and change "Happy to receive promotions". See consent per client.
- Mailings, automatic promos and the birthday email only go to clients with consent. Sending mailings, texts and WhatsApp is being switched on soon.
- Also read the guide to GDPR and client data. This article is general information, not legal advice.
Written by Moof, the team behind mijnklant.vip in Rekkem. This article is general information, not legal or tax advice.