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In today’s digital marketing environment, ensuring that subscribers can easily manage their communication preferences is both a legal obligation and a critical step in maintaining user trust. Consent pages—particularly those enabling unsubscribes from email and SMS—are essential tools for protecting your brand’s reputation and meeting international data privacy regulations.
Legal Compliance: CAN-SPAM, GDPR, and TCPA
Under the CAN-SPAM Act in the U.S., senders of commercial email must include a “clear and conspicuous” way to opt out of future emails, and unsubscribe requests must be honored within 10 business days. Violations can lead to fines of up to $51,744 per email, per violation (FTC, 2023).
In Europe, the General Data Protection Regulation (GDPR) requires explicit consent for all marketing communication and guarantees the right to withdraw that consent at any time (GDPR Article 7).
In the U.S., SMS marketing falls under the Telephone Consumer Protection Act (TCPA), which mandates that businesses obtain prior express written consent before sending promotional text messages. Consumers must be able to revoke consent easily, often by replying “STOP” or using an opt-out page (FCC TCPA Guide).
Failure to comply with any of these laws may result in blacklisting by ISPs, legal action, or reputational damage.
Cavaco’s Native Consent Pages
Cavaco offers built-in support for both Email and SMS consent pages, giving brands the confidence that they meet global compliance standards from day one. Unlike traditional platforms that treat these as static, generic pages, Cavaco enables full control:
- Fully brandable: Customize logos, typography, layout, and colors.
- Rich content: Add imagery, messaging, and promotional modules.
- Personalized experiences: Tailor content based on user properties, such as name, purchase history, or geographic location.
This level of customization isn't commonly available in other ESPs, where unsubscribe pages are often one-size-fits-all and disconnected from your brand experience.
Channel-Specific Control
Maintaining separate unsubscribe pages for email and SMS is important because laws and user expectations differ by channel. A customer may want to opt out of SMS reminders but still receive newsletters. Cavaco supports this nuance by letting users independently manage each communication channel.
Fast Setup with Cavaco’s Adaptor Agent
Cavaco simplifies the creation of consent pages through its Adaptor Agent, a smart automation tool that generates brand-aligned, compliant pages based on your existing design system. This drastically reduces setup time and technical overhead. After deployment, teams can easily edit and optimize pages through Cavaco’s visual editor.
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