Marketing status determines if a contact can receive emails from you or not.

This article explains how Remarkety decides which contact will or won't be sent marketing emails.

* Transactional emails are different, and we will discuss them at the end of this article.

Opt-In Status vs Marketing Allowed

The customer's "" is taken directly from your eCommerce platform or CRM via API. Most eCommerce platforms either allow or mandate some sort of: "I agree to receive marketing emails" checkbox. This checkbox is usually presented during the registration process and/or checkout pages and that preference is saved in the customer's record on the platform. Remarkety synchronizes this information  and saves it as the "Opt-in status" field of each contact.


Simple enough, but this field is usually not enough in order to decide whether we can send out an email to this customer! Reasons might be:

  1. Customer unsubscribed from a link in a email, but never changed their marketing preference on your website.
  2. The email address is invalid and/or repeatedly bounces
  3. This person marked your email as spam
  4. You manually added this email address to your suppression list in Remarkety
  5. You do not collect or don't care about the user preferences or from any reason do not have them on your platform and more.

Who will get an email?

When Remarkety evaluates whether a user is ultimately "marketable" or not, we apply the following logic:

  1. Any user with an active suppression is never delivered to. Read more about suppressions and how to remove them here.
  2. By default, we will send only to users with an "Opt-in status" setting of "Yes" or "Unknown".
  3. If you specifically requested to override and ignore the Opt-in status. In special cases, we can make an exception and ignore the "Opt-in status" field, which means emails will be sent to everyone who's not suppressed.
  4. This same logic is applied to calculate your billing (number of billable contacts), so overriding and ignoring the customers Opt-in preferences may lead to a higher (or lower) number of active subscribers.

We created a diagram that helps explain who will get an email: 


Transactional Emails

Transactional emails are not marketing emails, and therefore will always be sent to customers, regardless of their opt-in or suppressions status.

This means that transactional emails should never be used to send marketing materials only. It's OK to add some marketing to an "order confirmation" or "status change" email, but the core purpose of that email needs to be operational and not marketing.


For additional questions about the Opt-in status and Marketing Allowed status, contact 


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