What happens to the consent when an email is changed in Customer Insights?

Recently, there has been a discussion about consent management in Customer Insights regarding email changes and associated consent. In Outbound Marketing, changing an email address wasn't a big issue, but with Realtime Marketing, a change in email address can cause the consent to be lost. There are two options for managing this situation. Option 1 is to request consent again every time a contact's email address is updated. Option 2 is to transfer the consent from the old email address to the new one. Both options have their pros and cons. Option 1 is simpler to implement but raises questions about retaining or deleting the old consent. Option 2 is more complex but allows for transferring the consent status. It's important to consult with legal departments to ensure compliance with relevant laws.

Article 8m Pauline Kolde

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