Now Live: Dataships for Salesforce Commerce Cloud
Dataships now supports merchants running their online stores on Salesforce Commerce Cloud. We’re officially listed on Salesforce AppExchange.
Dataships is a marketing consent optimization platform for consumer brands. We optimize every point where you collect direct marketing consent, keep that collection compliant in each market you sell into, and measure what your consent performance is worth to the business. More than 900 brands have installed Dataships. We’ve collected over 85 million compliant direct marketing consent records and have unlocked $190 million in incremental revenue for our customers.
The problem with direct marketing consent in modern commerce
Direct marketing consent is the permission a shopper gives you to send them email, SMS, or WhatsApp. It gets collected in dozens of places, on and off site, across several channels, and synced to several destinations. The collection points don't talk to each other, the asks are static, and permission often isn't captured under the law that actually protects the shopper.
That costs money in two directions. Opt-in rates fall by roughly 69% when consent is collected suboptimally, and a customer who never subscribes is worth about half as much over their lifetime. Meanwhile 150+ privacy frameworks now govern how direct marketing consent is collected, dozens of consent laws changed in the last cycle, and consent-related fines in ecommerce have passed $1.5 billion.
No tool exists in the market to address this specific problem. Most pick either growth or compliance and accept the loss on the other. Growth tools collect aggressively and leave the exposure with the brand. Compliance tools ask less often and more conservatively, which costs the brand audience.
Dataships builds against the belief that this trade-off is false. The optimal ask is both maximally effective and correctly formed for the shopper's jurisdiction, and getting it right at every collection point can grow an audience and minimize compliance risk at the same time.
What direct marketing consent looks like on Commerce Cloud today
Commerce Cloud gives you more control over your storefront and checkout than templated platforms do. Marketing consent collection is one area where that control is either exercised, or not. Some brands have already attempted varying degrees of sophistication within this process, while in other cases, brands are still not collecting consent at every touch point at all.
Reviewing Commerce Cloud storefronts through our early conversations, the same few configurations keep coming up:
- No collection at all. The brand markets off the transactional relationship rather than a documented opt-in.
- One static checkbox, one channel, one step. Usually email only, in one phase of a two or three step checkout, with no adaptation to the shopper's location, consent history, or existing subscriptions.
- Account sign-up only. Permission is collected at account creation, so every guest checkout passes through without an ask.
The opportunity on Commerce Cloud is largely a question of scale. Dataships works for businesses of all shapes and sizes, and the value compounds along four dimensions:
- Order volume
- Revenue, where a few points of opt-in rate becomes real money
- The number of retention channels in play
- The number of markets sold into
Commerce Cloud brands tend to sit high on all four, which is why conversations with them move quickly to the full scope of what we do rather than one piece of it.
And because of the highly configurable nature of Commerce Cloud as a platform, the ability to weave Dataships seamlessly into more nuanced aspects of the customer journey is also an option.
What optimized direct marketing consent looks like
Brands using Dataships see the following benefits:
Audience growth. Every ask personalized to the shopper, sequenced across email, SMS, and WhatsApp, and tested against a control. Brands on Dataships average an 81% email consent rate globally, and we've run more than 500 A/B tests to get there.
Compliance coverage. Every market's law encoded and maintained as it changes, across 100+ privacy laws, with hundreds of checks running on every collection point. Each opt-in written as a permanent, timestamped record of what the shopper saw and what they agreed to. GDPR certified and SOC 2 compliant.
Consent intelligence. Consent performance measured across channels, markets, and collection points, benchmarked against every brand on the platform, and reported in business terms.
Clean marketing consent data syncs bi-directionally between your ecommerce platform and the marketing platforms you send from.
Get started
Find us on Salesforce AppExchange
To see it against your own numbers, run a pilot A/B test against your current setup. You'll get your opt-in rates by market and channel, the lifetime value gap between subscribers and non-subscribers, an incremental revenue projection, and a look at your compliance exposure.
See How Much Revenue You’re Missing Out On
