Consent

Consent refers to a customer's ability to receive marketing communications. Customers who opt out cannot receive marketing messages on any channel. Messages that are transactional in nature (order receipts, shipping notifications, and so on) are exempt.

In ODP, marketing consent is an attribute of each identifier (for example, each email address), not the entire customer profile, and is not updated by the customer data import.

Opt-in is a situation where customers provide their personal information (like an email address or phone number) to an organization with the expectation that they receive marketing communications as a result.

This consent can be implicit or explicit. You should understand the differences between these two types of consent, as laws such as CAN-SPAM, TCPA, CCPA, and GDPR have changed the way customer data and communication is handled.

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