Email Consent and Subscription Management

Many countries have regulations around data privacy and communication, for example Europe’s GDPR; Canada’s CASTL; and the US’s CANSPAM, CCPA; as well as many others. There can be many approaches to adhering to these rules, and as your Guest Data Platform, Revinate has settings to help you manage your guest data privacy and email consent/subscription management in accordance with your policies. 

Before we can dive into how Revinate will help you manage guest email consent subscriptions, let’s first define the types of campaigns you can send from Revinate and the possible marketing consent statuses for a contact in your Revinate database.

Type	Definition	Which subscription statuses will they send to?
Marketing	All stay-based campaigns, excluding Confirmation, Modification and Cancellation. Marketing emails can be one-time promotional emails, or for specific campaign types, automated based on a guest event.  Automated Marketing campaign examples include: OTA winbacks, On-Property Welcome, Birthday, Qualification One Time campaign examples include: Newsletters, Room Offers.	Campaigns will send to only contacts with Implicit, Explicit or Double Opt In status. Campaigns will not be sent to unsubscribed guests, even if they are included in the campaign’s segment.  *for Pre-arrivals only, you can choose to also send campaigns to those who have unsubscribed if the content is informational. This is added to the settings of the individual campaign
Transactional	Transactional emails include only Confirmation, Cancellation and Modification emails. When these campaigns are active, they will be triggered to send immediately after Revinate receives a new or updated reservation.	Transactional campaigns will be sent to guests regardless of consent status.  *transactional emails will send to the email address used to book the reservation if different than the preferred email selected in APS (Advanced Profile Synthesis)
One-to-One	One-to-One campaigns are personalised communications sent to a single guest.	One-to-One campaigns can be sent to guests regardless of consent status if a user explicitly decides to do so. A modal warning will appear before a user initiates the One-to-One communication..  *One-to-One emails will send to the email address used to book the reservation if different than the preferred email selected in APS (Advanced Profile Synthesis)

Consent / Marketing Subscription Definitions

Status	Status definition & use	How Revinate will allow you to communicate with this contact
Unsubscribed	Guest has actively opted-out of receiving email communication  Guest email is not valid/does not exist Guest marked a previous email send as spam	Revinate will not allow Marketing emails to be sent to these contacts, even if the contact is included in your segment** One-to-One and Transactional lifecycle communications (confirmation, modification, cancellation) and will be sent regardless of Unsubscribe status. This is described to guests on the landing page when they unsubscribe from communications You can choose if Pre-Arrivals send to unsubscribed guests or not, based on whether the content is promotional or informative in nature * Through Advanced Profile Synthesis (APS)  Revinate will merge duplicate profiles where possible. In the event that this leaves a contact with multiple emails, we will always prioritise the subscribed and/or reachable,  valid  email address when possible.
Implicit Consent	Guest not opted-out, or given expressed permission to receive marketing email	Revinate will allow you to send Marketing, Transactional and One-to-One communication to Implicit contacts Properties choose to exclude Implicit Consent contacts from some or all promotional campaigns via the “email” filter in Revinate’s Segment Builder Please contact [e-mail] if you would like implicit contacts opted out to be treated as unsubscribed
Explicit Consent	Guest has given consent to receive marketing emails from other sources. Revinate does not hold the proof of consent, as they likely consented elsewhere	Revinate will allow you to send Marketing, Transactional and One-to-One communication to Explicit contacts Properties can choose to exclude Explicit Consent contacts from some or all promotional campaigns via the “email” filter in Revinate’s Segment Builder. Guests will receive all promotional campaigns sent to them if they are within a segment and not excluded by other settings
Double Opt-in (DOI)	Guest has given consent to receive promotional campaigns and confirmed via Revinate’s Double Opt-in signup process Revinate retains the proof of consent that these emails actively opted in to receiving marketing content	Revinate will allow you to send Marketing, Transactional and One-to-One communication to DOI contacts Properties choose to exclude DOI  contacts from some or all promotional campaigns via the “email” filter in Revinate’s Segment Builder. Guests will receive all promotional campaigns sent to them

**All profiles in Revinate will hold one of the 4 statuses above. How a profile is assigned this status depends on a number of factors, including but not limited to their engagement with campaigns, your PMS and PMS integration functionality as well as your Revinate account settings. **

Managing Email Consent in Revinate

Email consent can come from multiple sources. You may track this in your PMS, but contacts may also give consent by subscribing to your newsletter in an online form, or can opt-out by unsubscribing from an email they received from you.  Email consent is therefore fluid and complex to manage.  

Revinate understands this complexity, and has a number of ways to help you manage this. During your initial onboarding your Implementation Manager will discuss your particular needs and use cases, and explain the different setting options within Revinate.  If you have already completed your Marketing implementation but would like to discuss your options for subscription management, please contact [e-mail]. 

Specifics for your Property Management System (PMS) 

Your PMS may allow you to track email consent (subscription) for your guest profiles. Every PMS treats email subscription management slightly differently and your operational practices for data collection also impact the reliability of your database for email consent. It is important to note that each PMS integration is different in the way we receive data and what data we receive. In most cases we will receive the subscription values from your PMS if you track it in the standard field, however some PMSs do not make this information available to Revinate, meaning it is not possible to read the subscription value from your PMS. 

How you manage email opt-in in Revinate will depend on two key factors: 

• If you are reliably tracking consent in your PMS
• If we receive the email consent value as part of the PMS integration. 

Your Implementation Manager will discuss this with you during your initial set up to advise what is possible and make recommendations based on your particular case. If you have already completed your implementation and have questions about your integration and how email consent is tracked, please reach out to our Support Team at [e-mail].