ESW Marketing Opt-In

create newsletters, notification emails, and SMS for shoppers.

The ESW Marketing Opt-in feature enables retailers to manage shopper communication preferences more effectively. Below are the key benefits and capabilities:

  • Targeted Communications: Create separate newsletters, notification emails, and SMS campaigns specifically for shoppers who have opted in.
  • Seamless Opt-In Handling: The opt-in preference of registered shoppers can be passed in the pre-order payload, automatically enabling the opt-in checkbox at ESW checkout for those who previously subscribed.
  • Flexible Opt-Out Option: Shoppers retain control and can opt out anytime by unchecking the opt-in box during checkout.
  • Integration with Marketing Platforms: Opt-in data can be stored and synced with external marketing platforms such as Salesforce Marketing Cloud (SFMC), Bronto, and others, enabling centralized campaign management.

How it works

1. ESW Email Marketing Opt-in

Step 1 – Pre-Order

The shopper adds items to the cart and clicks Checkout.
  • Logged-in + Opt-In Enabled: Metadata is included in the pre-order request to enable email marketing opt-in on ESW checkout.
  • Guest or Opt-In Disabled: Metadata is included to disable email marketing opt-in.

Step 2 – Post-Order

After a successful payment, ESW places the order and calls SFCC to update the order record.
  • Opted In at Checkout:
    ESW retrieves the SFCC profile (if it exists) and sets
    custom.eswMarketingOptIn = true.
  • Opted Out at Checkout:
    SFCC profile is updated to
    custom.eswMarketingOptIn = false.

2. ESW SMS Marketing Opt-in

Step 1 – Pre-Order

When the shopper adds an item to the cart and clicks Checkout:
  1. Logged-in Shopper (Opted In)
    If SMS opt-in is enabled in the shopper’s profile:
  • eswSMSOptin: true is sent in the pre-order metadata.
  • The SMS checkbox is pre-selected on the ESW checkout.
  1. Guest or Opted Out Shopper
    If the shopper is a guest or has not enabled SMS opt-in:
  • eswSMSOptin: false is sent in the pre-order metadata.
  • The checkbox will be unchecked by default.

Step 2 – Post-Order (Registered Shoppers)

After successful checkout, ESW calls SFCC to update the shopper’s preferences:
  1. Checked SMS Opt-In
  • custom.eswSMSOptin = true is saved to the profile.
  1. Unchecked SMS Opt-In
  • custom.eswSMSOptin = false is saved to the profile.

Guest

Guest with Matching Profile

If a guest shopper uses an email that matches an existing SFCC profile:
  1. Checked Opt-In at Checkout
  • custom.eswSMSOptin = true is updated in the profile.
  1. Did Not Check Opt-In
  • No changes are made to the profile.

Post-Registration Guest

If the guest registers after placing the order:Their new profile will reflect the SMS opt-in value captured during the ESW checkout.

ESW Opt-In Configuration in the Customer Profile

Customer profiles in SFCC can be used to manage ESW marketing opt-in preferences, enabling merchants to target subscribed shoppers with personalized campaigns such as newsletters, emails, and SMS.

Accessing Customer Profiles

To view and manage opt-in preferences: Navigate to Merchant Tools > Customers > Customer Profile

ESW Opt-In Preferences

Each customer profile includes the following custom attributes:

  • ESW Marketing Opt-In: Indicates whether the customer has opted in to ESW marketing emails.
  • ESW SMS Marketing Opt-In: Indicates whether the customer has opted in to ESW SMS marketing.

Shopper Experience

This section describes how the ESW Marketing Opt-In and SMS Opt-In features impact the shopper journey during checkout.

First-Time Shopper Experience

For new or guest shoppers who have not previously set their Marketing Opt-In or SMS Marketing Opt-In preferences:

  • When they proceed to the ESW checkout, both opt-in checkboxes (Email and SMS) will be unchecked by default.
  • Shoppers have the option to manually opt in by checking either or both boxes during checkout.
  • Their selections will be captured and stored:
    • For guest shoppers, the preferences will be applied to their profile if they register later.
    • For returning shoppers, the preferences will be updated in their existing SFCC customer profile.

Repeat / Return Shopper Experience

For returning shoppers who have previously opted in to Marketing and/or SMS communications:

  • The corresponding opt-in checkboxes on the ESW checkout will be pre-selected based on their saved preferences.
  • Shoppers can still update their preferences during checkout by checking or unchecking the boxes.
  • Any changes made will automatically update the customer profile in SFCC, ensuring accurate and up-to-date consent records.

Testing in Sandbox/Staging Environment

To verify the functionality of the Marketing Opt-In and SMS Marketing Opt-In features, follow these steps:

Step 1: Login and Checkout

  • Log in as an existing registered customer.
  • Add a product to the basket and proceed to Checkout.
  • On the ESW checkout page, verify that:
    • The Marketing Opt-In checkbox matches the profile attribute.
    • The SMS Marketing Opt-In checkbox matches the profile attribute.

Step 2: Update and Place Order

  • Check or uncheck the Marketing and SMS Opt-In checkboxes as desired.
  • Complete the checkout process and place the order.

Step 3: Verify Profile Update

  • After the order is placed, go to:
    Business Manager → Customers → Profiles
  • Open the customer record and confirm that the customer profile attributes have updated.
Customer Account Order History Integration
Map order attributes with out-of-the-box customer account order history attributes.
Stored Payment Cards Integration
Allow logged-in shoppers to store and reuse the stored payment cards.