The contact's marketing status is one of the most important properties your contacts have - are you or are you not allowed to send them marketing emails?
This article explains how Remarkety ultimately 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.
Accepts Marketing vs Marketing Allowed
The customer's "Marketing Preferences" are received from the platform itself. Most eCommerce platforms either allow or mandate that some sort of "I agree to receive marketing emails" checkbox will be present on the registration and/or checkout pages, and that preference is saved as a field in that customer's record in the platform. Remarkety will sync this information into the "Accepts Marketing" field in the 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. This customer unsubscribed from within Remarkety, but did not change their marketing preference on your website
2. The email address is invalid and repeatedly bounces
3. You do not collect these preferences or do not have them for all of your existing users
Who will get an email?
So, when Remarkety evaluates whether a user is ultimately "marketable", we apply the following logic:
2. By default, we will send only to users with an "Accepts Marketing" setting of "Yes" or "Unknown".
3. If you have "marketing preference override" set on your account (can currently be set only by our support staff), then the "Accepts Marketing" field will be ignored and emails will be sent to everyone that's not suppressed.
This same logic is applied to calculate the number of billable customers, so changing the "marketing preference override" setting may lead to a higher (or lower) Remarkety subscription.
Transactional emails are not marketing emails, and therefor will always be sent to customers, disregarding their marketing preferences or suppressions (except for technical suppressions such as bad email address).
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.