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Why everything should start with collecting the right consent

Written by Stine Mangor on .

Everything should start with the collecting of consent. Regardless of whether your company is a global enterprise or a small startup, you should collect the consent of your users to your T&Cs and to your email campaigns.

Why is it important?

If you don’t have the right consent, you are at risk of being unable to nurture your leads and unable to process your customers’ and prospects’ information. You are putting your company at risk.

If you start collecting the right consent – from the start – you are ahead of the game, because:

  • You can nurture your leads,
  • You won’t later have to delete your non-compliant leads database,
  • You aren’t risking fines,
  • You will get fewer complaints,
  • You can process your customers’ and prospects’ data,
  • You aren’t damaging your company’s valuation (later) or reputation, and
  • You are getting better quality leads.

And it’s way easier to fix now than fix later – and later, you might not be able to fix it. In many jurisdictions you can’t “undo” a non-compliant consent or “wash them white”.

By the way, you are never too small to do it right from the start.

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