Opt-out & Communication Statuses
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This document is desribing different statuses of emails, phone numbers and account statuses and thier impact on the possibility to send email and SMS communication.
It's importat to properly segment users when building marketing campaigns, so the users in the statuses that are not allowing communication will not enter such campaigns.
Operators can review the opt-out status for emails and SMS of the player from the user profile page in the BO. Within the Communication Channel section, you can find details about the following opt-out statuses:
PAM Opt-out - indicates the opt-out status of players who have used the Player Account Management System unsubscription flow (managed by the operator). It cannot be updated from the Smartico BO.
Smartico Opt-out - indicates the opt-out status of players who have used the Smartico unsubscription flow. It can be updated directly from the Smartico BO.
Operators can use the Smartico unsubscription flow for emails and SMS communications. For emails, you need to add the unsubscribe link in the email asset. When the user clicks on the unsubscribe link, they will be redirected to an opt-out page where they can opt-out or snooze the communication for 30 days. The design of this page is customizable, allowing you to create them in a way that will match perfectly your brand identity. If you haven't created a custom page, we will automatically display our default unsubscribe page.
If the player chooses to 'Snooze' the communication, they will not receive emails or SMSs for 30 days. The Smartico opt-out status is changed to TRUE (meaning that the player has opted out) and after this period is over, the Smartico opt-out status is changed back to FALSE - the player will receive again emails/SMSs.
Players can opt out using either the PAM flow, the Smartico opt-out flow, or both. However, once they have opted out from either PAM or Smartico, their emails will be blocked, regardless of their mail address status, and they will not receive any further communications.
How to opt-out of SMS communication:
Include in the SMS message tag {{optout}}. When an SMS is sent, the tag will be replaced automatically with a unique link that will lead the user to the opt-out page. In Data Studio, you can measure the opt-out rate per campaign or SMS template.
Status of account in the Smartico system. If the account is not ACTIVE, the Smartico system will not execute any marketing activities for such an account. The default value for a newly created account is Active. Other possible statuses are: Blocked, Suspended, Banned, Self_excluded, Deactivated, Pending, Locked, etc.
In the Communication Channels section within the user profile page, operators can find 'Mail Adress Status' and 'Email Final Status'. The email's final status considers the PAM opt-out, Smartico opt-out, and the mail address status, meaning that emails will be blocked if, for example, the player did not opt-out but has mail address status - BROKEN. The 'Mail address status' indicates an internal Smartico email status, every provider has their own statuses and we are mapping them to our internal ones. The internal Smartico status is configured based on the provider and the operator’s preferences. Here is an example of a default mapping for BLOCKED and BOUNCED internal Smartico statuses:
"reason_emailstatus_mapping": {
"spamreport": "BLOCKED",
"complained": "BLOCKED",
"suppress-bounce": "BOUNCED",
"bounce": "BOUNCED"
}
If an email is marked as ‘spamreport’ or ‘complained’ on the provider side it's mapped to the Smatico internal status ‘BLOCKED’. Similarly, if an email is marked as ‘suppress-bounce’ or ‘bounce’ it's mapped to the status ‘BOUNCED’. Based on operator preferences, we can set up a configuration that allows end users to continue receiving emails even if those emails were marked as ‘spam’ upon receiving a 'spamreport' status from the provider. In the Smartico system, we have the following statuses:
NEW - Email address is valid, emails will be delivered to the end user if the user hasn’t opted out. In some cases, an email has a NEW status because the player has successfully updated their email address.
VERIFIED - The email address has passed all verification steps and was verified by clicking on a specific link; emails will be delivered to the end user if the user hasn’t opted out.
BLOCKED - The email was marked as spam, emails will not be delivered to the user even if the user hasn’t opted out (by default).
BOUNCED - The server cannot or will not deliver a message, which could be caused by an outdated email; emails will not be delivered to the user even if the user hasn’t opted out.
BROKEN - Email address did not pass validation; emails will not be delivered to the user even if the user hasn’t opted out.
NONE - Emails will not be delivered to the user even if the user hasn’t opted out.
UNKNOWN - Emails will not be delivered to the user even if the user hasn’t opted out.
The SMS final status considers the PAM opt-out, Smartico opt-out, and phone number status, meaning that emails will be blocked if, for example, the player did not opt-out but has phone number status - NOT MOBILE. The mechanism behind the phone number status also depends on the SMS provider. In the Smartico system, we have the following statuses:
NEW - The phone passed Google verification. SMS will be delivered to the end user if the user hasn’t opted out
VERIFIED - The phone was verified by clicking on a specific link or other method. SMS will be delivered to the end user if the user hasn’t opted out
NONE/BROKEN - The phone did not pass phone validation. SMS will not be delivered to the user even if the user hasn’t opted out
FAILED TO DELIVER - The gateway returns an error. SMS will not be delivered to the user even if the user hasn’t opted out
NOT MOBILE - Google has recognized that the number is not mobile. SMS will not be delivered to the user even if the user hasn’t opted out
