Updating Consents and Subscriptions when an Email is shared across multiple accounts. | Community
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DanSpigs1
Level 2
January 30, 2025
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Updating Consents and Subscriptions when an Email is shared across multiple accounts.

  • January 30, 2025
  • 1 reply
  • 798 views

I have a use case where the Primary Identity Namespace is a unique ID representing a customer's account. However a customer can have multiple accounts, all with the same email address associated to them, and as a result there are multiple profiles with the same email account. When a customer opts out of a subscription, or unsubscribes entirely, how can I update that new status for all profiles with that email address? If I identify the email field as an identity would that carry the updates across while still maintaining the unique profiles for each customer's unique account ID?

Best answer by somen-sarkar

Hi @danspigs1 ,

Using email addresses as an identity can lead to "profile collapse," where different profiles with the same email address are merged. This can negatively impact the unified profile perspective. For more insights on this topic, please refer to the following articles:-

https://www.pedromonjo.com/2024/07/email-address-identity-aep.html

https://www.pedromonjo.com/2022/10/profile-collapse.html

 

Opt-out or unsubscribe actions should ideally be managed at the profile level. If a customer unsubscribes from one account, it does not necessarily mean they want to unsubscribe from all other accounts associated with the same email address. This distinction is crucial to maintain accurate and meaningful customer interactions. Given the complexity of this use case, I suggest having a deeper discussion to thoroughly understand the requirements and implications. This will help ensure that implementation is  most effective and customer-friendly solution.

 

Thanks,

Somen

1 reply

somen-sarkar
Community Advisor
somen-sarkarCommunity AdvisorAccepted solution
Community Advisor
January 31, 2025

Hi @danspigs1 ,

Using email addresses as an identity can lead to "profile collapse," where different profiles with the same email address are merged. This can negatively impact the unified profile perspective. For more insights on this topic, please refer to the following articles:-

https://www.pedromonjo.com/2024/07/email-address-identity-aep.html

https://www.pedromonjo.com/2022/10/profile-collapse.html

 

Opt-out or unsubscribe actions should ideally be managed at the profile level. If a customer unsubscribes from one account, it does not necessarily mean they want to unsubscribe from all other accounts associated with the same email address. This distinction is crucial to maintain accurate and meaningful customer interactions. Given the complexity of this use case, I suggest having a deeper discussion to thoroughly understand the requirements and implications. This will help ensure that implementation is  most effective and customer-friendly solution.

 

Thanks,

Somen

    D
    DanSpigs1Author
    Level 2
    January 31, 2025

    Another question, how does AEP handle multiple identity fields?  If there are 3 fields, 1 matches and 2 do not does it still collapse them based on the lone field or does it recognize there's more that don't match and keep them separate?  Thanks

    somen-sarkar
    Community Advisor
    somen-sarkarCommunity Advisor
    Community Advisor
    February 3, 2025

    Depending on the merge policy setup, the data fragments collapse can be avoided if it is set to "None". If the merge policy is set as "Private Graph" then in case of any match of identifier then it should combine those data fragments. Pls check the below article for more details.
    https://experienceleague.adobe.com/en/docs/experience-platform/profile/merge-policies/overview#id-stitching

    https://experienceleague.adobe.com/en/docs/experience-platform/identity/home#what-is-identity-service

    Thanks,

    Somen

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