For Heartland Retail POS merchants
To build a successful customer list that you can send campaigns to, it's mandatory to get the customer's permission before they can receive marketing emails and/or SMS from your store. Permission is required by International Law (including GDPR, TCPA, TCIA, & CCPA) and our Terms of Use.
As mentioned in the SMS Marketing Compliance Introduction and GDPR Introduction, to collect SMS and Email Marketing opt-in from your customers, there will be some changes that you need to make to your staff training processes for how to sign up new customers via Heartland Retail POS.
Before you get started
Here are some things to know:
For Marsello to collect mobile numbers as subscribers for SMS messages, you will need to make sure that your staff members are asking the customer if they want to receive SMS and email marketing from your store (more details below).
Marsello's “Accepts Marketing" consent on the customer's Marsello loyalty & marketing profile will impact both email and SMS subscriptions. This means that if the customer accepts marketing and the staff member turns this setting on, then the customer agrees to receive promotional email and SMS messages from your store.
Additionally, you can create a custom field in your Heartland POS Customer Profile, to record marketing opt-in here too. See the step-by-step guide below.
TCIA prohibits any illegal or improper promotion to persons under 18 years of age. Based on the practices and standards of your industry and community, you will need to discourage visitors under a certain age from creating an account at your store.
In addition to that, we advise you to always include the ability for customers to opt-out of receiving marketing. By default, Marsello automatically includes an 'unsubscribe' link on all email templates and 'Reply STOP to unsubscribe' on all SMS templates.
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 to add marketing opt-in custom field to your Heartland POS
You can easily create a new custom field within your Heartland customer profile settings to capture customer's marketing opt-in preferences. This allows you to collect this information effortlessly, especially when adding a new customer to your database.
📝 Note: Creating a custom field for marketing opt-in is optional. Marsello's loyalty profile pop-up also has a built-in marketing opt-in capture if you'd prefer to capture this information here.
How to create a customer profile custom field in Heartland Retail POS:
1. In your Heartland admin, go to Settings
2. In the Settings nav, click Custom Fields
3. Under Custom Fields, click New
4. Update your custom field details:
Name: Enter "Accepts Marketing" text exactly
⚠️ Important: You must enter the Accepts Marketing text exactly into the Name text box. This name is used to map to the marketing opt-in fields in Marsello.
If the name matches: The customer's Marsello marketing preference will be updated to match
If the name doesn't match: The customer's Marsello marketing preference will not be updated.
Group: Select Customer
Field type: Select Pick from a list
Enter the following options:
Yes
No
⚠️Important: This field is not optional and must have the required option set to No
📝 Note: The customer's opt-in is optional despite this field being required. Ensure staff members are asking every new customer who creates an account, having this field as required could be helpful to capture a marketing status; i.e. Yes they accept marketing or No they don't accept marketing.
Values must be unique: Ensure the toggle remains set to NO
Display on customers list: Optional
This is up to your store if you'd like to see this information on the customer database list in Heartland.
5. Click Save
This custom field will now display on your Heartland customer profile, ready for your staff to start gathering your customers' marketing opt-in preferences (see below).
How customers opt-in to marketing via Marsello's sign-up forms
Marsello's landing page form template comes with a text disclaimer that lets the customer know that by submitting the form, they are opting in to receive both transactional and promotional email 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.
Capture customer's marketing opt-in preference in-store via Heartland Retail POS
⚠️ Important: To use Marsello on your Heartland Retail POS, please enable the required sites under the Integrations page.
As mentioned in the Marketing Compliance Introduction, consumers have to provide “express written consent” before they can receive marketing via email or SMS.
When a customer makes an in-store purchase, it's important that staff ask if they want to join their database and receive marketing via email and SMS.
⚠️ Important: By default, customers do not accept marketing, and they must opt-in to receive marketing through Marsello.
The staff member can record the customers' accepts marketing preferences by following these steps:
New customers
📝 Note: If you have not created a "Accepts Marketing" custom field in your Heartland admin, please follow these step-by-step instructions.
1. Add the customer to the sale
2. In the customer details page, under Accepts Marketing: you can use the drop-down to indicate the customer's marketing preferences.
If they accept marketing via email and SMS: Set the drop-down to YES
The customer will be able to receive store emails and SMS marketing via Marsello.If they don't accept marketing via email and SMS: Set the drop-down to NO.
The customer will not receive store emails or SMS marketing via Marsello.
📝 Note: If the staff member leaves this field blank, the customer will also be set to doesn't accept marketing.
3. Click Return to sale, the customer will then be added to the sale
4. Complete the sale
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'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.
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