Considerations for Managing Marketing Consent Data

When working with consent management tools in Marketing Cloud Next, keep these considerations in mind.

Available in: Salesforce Enterprise and Unlimited Editions with Marketing Cloud Next Growth or Advanced Edition

Default Consent Status

Marketing Cloud Next treats any prospect, lead, or contact without a consent value as opted out by default. If a record has no consent data, it's considered opted out for all marketing channels and communication subscriptions.
If you're setting up Marketing Cloud Next for the first time and have existing prospect, lead, and contact records, perform an initial consent import to establish opted-in status. Without this import, your existing records are considered opted out and don't receive marketing communications. To import consent data, see Import Consent Data.

If you have consent data stored in Salesforce CRM, it's separate from consent in Marketing Cloud Next. CRM consent records aren't automatically recognized by Marketing Cloud Next. To ensure your existing prospects, leads, and contacts are considered opted in, import their consent data with a CSV file. Each import corresponds to a single marketing channel, communication subscription, and consent status. For details, see Import Consent Data.
To update the consent status for existing prospects, leads, and contacts, import consent data from the Consent tab.
Consent imports update the status and date of consent for each contact point in the import file. To create or update prospects, leads, or contacts, import from the Prospects, Leads, or Contacts tab.
After you update consent data in Marketing Cloud Next, it syncs to Data 360. It can take some time for changes to appear on prospect, lead, and contact records.

You're responsible for complying with any laws or regulations that apply to your business.
Deleting a communication subscription also deletes all of its related consent data. We recommend that you don't delete communication subscriptions after you collect consent data.
Before you delete a communication subscription, make sure it's removed from any preference pages first. When you delete a subscription that's used on a preference page, remove it from the consent template in Preference Manager.
The Preference Manager merge field doesn't work with custom preference pages.

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