What is “granular consent”?

Granular consent means obtaining separate permission for different communication types rather than blanket consent covering everything. A subscriber might consent to product updates but not promotional offers, or newsletters but not partner messages.

Granular consent respects recipient preferences and may be legally required under GDPR for certain communication types. It produces better engagement because people receive only what they specifically requested.

Implementing granular consent requires infrastructure to track and honor separate preferences. Preference centers enable ongoing management. The investment pays off through higher engagement and lower complaints from recipients receiving only wanted communications.