Why Your Marketing Automation Needs a Consent Refresh

In this episode, Lucas and Luna explore the hidden risks of stale marketing consent. As data privacy regulations tighten around the world, many automated campaigns rely on permission that's years old — or was collected under different rules. Lucas points to a 2024 case where a mid-sized e-commerce brand saw a 23% drop in email engagement after refreshing its consent database, but then recovered with a 34% increase in conversion rates among re-confirmed contacts. They discuss how consent refreshes affect deliverability, sender reputation, and automation logic, and why treating consent like a one-time checkbox is a ticking time bomb for marketers. Luna shares her own experience cleaning a five-year-old list for a client and hearing 'why is this company emailing me?' from confused subscribers. The conversation covers practical approaches: sunset policies, re-permission campaigns, and building consent checks into trigger workflows. No scary predictions — just a clear case for making consent a living part of your automation data model. #Marketing #MarketingAutomation #Consent #GDPR #CCPA #EmailMarketing #Deliverability #DataPrivacy #HubSpot #Marketo #RePermission #SunsetPolicy #ConvertionRate #SenderReputation #TriggerWorkflow #Compliance #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo