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How do customers subscribe to email and SMS marketing in WooCommerce

Collect customer permission for email and SMS marketing in WooCommerce to stay compliant with GDPR, TCPA, and CCPA.

Updated yesterday

For WooCommerce users


Capture your customers' marketing opt-in preferences

When a new customer makes an in-store purchase, it’s important that staff ask whether they’d like to join your database and receive marketing via email and SMS. Permission is required by International Law (including GDPR, TCPA, TCIA & CCPA) and our Terms of Use.


Capturing marketing consent (opt-in) means:

  • If you already use Marketing or SMS add-ons → you can immediately send campaigns and automations to those opted-in customers.

  • If you don’t yet use Marketing or SMS add-ons → you’ll be building your list now, so when you decide to upgrade, you’ll have a database ready to go from day one.

⚠️ Important: Opt-in is required
By default, customers are not subscribed to marketing. They must provide explicit consent (opt-in) before they can receive campaigns and automations through Marsello. Capturing their preferences early means you won’t miss out on future opportunities to engage them when you’re ready to start marketing.


Before you get started

Here are some key details to know about customer opt-in for marketing messages:

Opt-In Functionality in WooCommerce

  • WooCommerce does not have built-in marketing opt-in functionality.

  • Customers can only opt in through Marsello’s integration on the My Account page or at checkout.

Setting Up SMS Subscriber Collection

To collect mobile numbers for SMS subscribers, you’ll need to update your WooCommerce settings, including:

  • Your Privacy Policy

  • Your Checkout settings

How Marsello Adds Opt-In Options

When you install the Marsello plugin:

  • An Email & SMS marketing opt-in checkbox is automatically inserted at checkout and on the My Account page.

  • If a customer selects the checkbox, they are consenting to receive promotional emails and/or SMS messages from your store.

Compliance with Age Restrictions (TCIA)

  • The Telephone Consumer Protection Act (TCPA) prohibits illegal or improper promotion to individuals under 18 years of age.

  • Depending on your industry standards, you may need to discourage underage visitors from browsing your WooCommerce store.

  • It is recommended to add an age selection form (age-gate) to your storefront.
    👉 Learn how to add an age-gate to WooCommerce.

Customer Opt-Out Options

You must always provide customers with an easy way to unsubscribe:

  • Marsello automatically includes:

    • An ‘unsubscribe’ link in all email templates.

    • “Reply STOP to unsubscribe” in all SMS templates.

Staff Training and Compliance

We also still encourage you to consult a legal advisor familiar with GDPR, TCPA and TCIA before gathering contacts or sending promotional emails or text messages.


How do customers opt in to marketing through Marsello sign-up forms?

Marsello has two different types of sign-up forms: pop-up and landing page. These form templates include a text disclaimer that informs the customer that by submitting the form, they are opting in to receive both transactional and promotional emails and SMS messages from your store.

Default text disclaimer:

*I agree to receive transactional and promotional emails and text messages (to the email address and phone number provided). Consent is not a condition to purchase. You can opt out or change your email and SMS preferences anytime.

⚠️ Important: If you are using another app for sign-up forms, you need to update your forms to also include such a disclaimer that informs the customer that by submitting the form, they are opting-in to receive both email and SMS marketing from your store.

📝 Note: Customers are always in control of their marketing preferences and can opt-out at any time. All promotional messages sent through Marsello include an unsubscribe link, allowing customers to opt out whenever they choose. Alternatively, customers can request to opt out in-store at checkout or manage their preferences online through the Marsello Customer Portal.


Capture customers' marketing opt-in preferences in-store via WooCommerce

⚠️ Important:

As outlined in the Marketing Compliance Introduction, customers must give express written consent before receiving marketing emails or SMS.

To collect full marketing consent from customers in WooCommerce you need to install the Marsello plug in. Once installed, the plugin adds an email & SMS marketing opt-in to your online store checkout and my account page.


🎉 Congratulations

You can now start collecting customers' consent to receive email and SMS marketing via Marsello and WooCommerce.


What is the customer experience with marketing opt-ins?

Under checkout, the customer will now be able to opt-in to receive marketing emails and SMS from your store by selecting the checkbox.

Via the My Account page

 At checkout, customers can choose to opt in to receive marketing emails and SMS from your store by selecting a checkbox option.

At eCommerce checkout

 At checkout, customers can choose to opt in to receive marketing emails and SMS from your store by selecting a checkbox option.

In Marsello's Customer portal

After creating a WooCommerce store account, customers can update their marketing preferences at any time through Marsello’s Customer Portal.

To opt in to email, SMS or both, toggle the corresponding switch under Promotional Messages to On.

Marsello Customer Portal in WooCommerce showing marketing preferences. Customers can toggle switches under “Promotional Messages” to On to opt in to email, SMS, or both.

To opt out of email, SMS, or both, toggle the corresponding switch to Off.

Marsello Customer Portal showing marketing preferences. Customers can toggle switches under “Promotional Messages” to Off to opt out of email, SMS, or both.

What's next?

As your subscriber list begins to grow, you can create marketing campaigns to help increase sales and further drive customer loyalty.

Marketing initiatives:


Disclaimer: The information provided here is intended to be educational and should not be construed as legal advice. Marsello encourages all of our users — and all eCommerce merchants – to seek legal advice for counsel on how they specifically should prepare for GDPR, CCPA TCPA, and TCIA.


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