Glossary
What is consent in a loyalty programme?
Consent is a customer's informed agreement to join and to be contacted. It has to be freely given, specific about what it covers, and as easy to withdraw as it was to give. Joining a loyalty programme is not by itself consent to receive marketing.
The distinction that gets businesses into trouble: joining and agreeing to be marketed at are two separate things.
Separate the two
A customer who scanned a code to collect stamps has agreed to a loyalty programme. Treating that as permission to send promotional email is a stretch that regulators do not accept.
Make withdrawal easy
Difficult unsubscribes generate complaints and are usually non-compliant. They also concentrate exactly the customers who want out into your most engaged-looking metrics.