For Heartland Retail POS merchants
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:
Collecting SMS & Email Subscribers
Staff must ask customers if they wish to receive SMS and/or email marketing from your store.
In the customer’s Marsello loyalty & marketing profile, the “Accepts Marketing” consent setting controls both email and SMS subscriptions.
If this setting is turned on, the customer is agreeing to receive promotional messages via both channels.
As outlined in the SMS Marketing Compliance Introduction and GDPR Introduction, you will need to update your staff training on how to correctly sign up new customers via Heartland Retail POS.
Age Restrictions
The TCIA prohibits any unlawful or inappropriate promotion to individuals under 18 years of age.
Based on industry and community standards, you must discourage underage visitors from creating accounts or subscribing to your marketing programs.
Opt-Out Requirements
Customers must always have a clear way to unsubscribe from marketing. Marsello provides this automatically:
Email: all templates include an unsubscribe link.
SMS: all templates include Reply STOP to unsubscribe.
Legal Compliance
Marketing laws vary across regions. We strongly recommend consulting a legal advisor familiar with GDPR, TCPA, and TCIA before collecting contacts or sending promotional communications.
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.
How do I capture customer marketing opt-in preferences in Heartland Retail POS?
⚠️ Important:
To use Marsello on your Shopify POS, please enable the required sites under the Integrations page.
By default, customers do not accept marketing, and they must opt-in to receive marketing through Marsello.
As outlined in the Marketing Compliance Introduction, customers must give express written consent before receiving marketing emails or SMS.
When processing an in-store purchase, staff should ask if the customer wants to join the store’s database and receive marketing messages. Staff can record the customer’s marketing preferences by following these steps:
New customers
1. Add the customer to the sale
2. Click Add customer, then click + Add customer
3. Add your new customer's details:
First Name
Last Name
Email Address (required)
Mobile number
📝 Note:
Only First Name, Last Name, and Email are required for adding customers to your Marsello database. Email address is the unique identifier that is used to match customer profiles with any other sales channels you have connected e.g. Shopify eCommerce, WooCommerce etc.
Mobile number: When collecting mobile numbers, please include the country code and avoid any additional formatting like spaces, brackets, or hyphens.
4. On the customer details page, below the email and SMS fields, you can manage the customer's marketing preferences using the checkboxes provided.
If the customer agrees to receive marketing via email, select "Opt-in to email marketing."
If they agree to receive marketing via SMS, select "Opt-in to SMS marketing."
If the customer agrees to both, select both checkboxes.
📝 Note: If the staff member leaves this field blank, the customer will also be set to doesn't accept marketing.
5. Click Return to sale, the customer will then be added to the sale.
6. Complete the sale. The customer will be automatically added to your Marsello customer database, including their details, accepts marketing preference, and sales data.
Existing customers
To manage existing customers marketing opt-in status going forward, you can do that in the loyalty profile pop-up.
1. Add the customer to the sale
2. Click the Show Rewards banner button
3. At the top of the customer's loyalty profile, you can use the Accepts Marketing toggle to indicate the customer's marketing preferences.
If they accept marketing via email and SMS: Set the toggle to ON
The customer will be able to receive store emails and SMS marketing via Marsello.
If they don't accept marketing via email and SMS: Ensure the toggle is set to OFF.
The customer will not receive store emails or SMS marketing via Marsello
4. Click Return to sale, the customer will then be added to the sale
5. Complete the sale
The customer will be automatically added to your Marsello customer database, including their details, and accepts marketing preference, and sales data.
🎉 Congratulations
You can now start collecting customers' consent to receive email and SMS marketing via Marsello and Heartland Retail POS.
What is the customer experience with marketing opt-ins?
In-store at POS
During checkout, staff will verbally confirm with the customer what their marketing preferences are. Staff will then update the customer’s account at checkout by selecting the marketing consent option on the POS screen.
In Marsello's Customer portal
After creating a Heartland Retail POS 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.
To opt out of email, SMS, or both, toggle the corresponding switch to Off.
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 merchants – to seek legal advice for counsel on how they specifically should prepare for GDPR, TCPA and TCIA.
Brands also searched for: optin, optin-Marsello, custosubscribe, csubscribe, smns, undubscribe