Opt-in source quality is the most under-discussed driver of long-term SMS performance. Two dispensaries with the same headline subscriber count can have wildly different deliverability and engagement — usually traceable to how those subscribers entered the list.
What "verifiable consent" actually requires
- An explicit opt-in action by the subscriber
- A timestamp and surface (in-store iPad, web form, loyalty enrollment)
- The exact consent text shown at the moment of opt-in
- An easy, honored opt-out path
Surfaces that work — and ones to avoid
In-store iPad
Highest-quality source when handled well: customer is in front of you, opting in deliberately, often during a transaction they're enjoying. Use clear consent language and capture purchase context for downstream segmentation.
Web form
Effective for delivery-first and loyalty-led operators. Resist the urge to over-incentivize — high-discount-driven opt-ins tend to opt out fast and damage list quality.
Loyalty signup tie-in
Often the highest-value opt-in source because intent is already aligned with ongoing engagement. Keep the consent action separate from the loyalty enrollment action.
What to avoid
Bulk imports without verifiable source, contest-driven sweeps, and opt-in-by-default checkout flows. These produce subscriber lists that underperform and create compliance risk.
Source-quality reporting
Track opt-in source, opt-out rate by source, and revenue per send by source. Cut sources that consistently underperform. Double down on those that drive engaged subscribers — even if they grow more slowly.