Customer Reports Updated Email Address but Still Receives Emails at Old Address
Question
Northern Trail Outfitters (NTO) uses data extensions for all of their email audiences. A customer reports they updated their email address weeks ago but continues to receive the NTO Daily Digest email at their old address. The Marketing Cloud admin has confirmed the new email address is present in the appropriate data extension.
What consideration could account for this behavior?
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Explanations
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In this scenario, the customer has reported that they are still receiving NTO Daily Digest email at their old email address, despite updating their email address weeks ago, and the Marketing Cloud admin has confirmed that the new email address is present in the appropriate data extension. This behavior could be caused by several factors, but one of the most likely causes is that the email address in the All Subscribers list is prioritized over the email address in the data extension.
The All Subscribers list is a master list of all subscribers who have opted in to receive emails from the Marketing Cloud account. This list is automatically generated and maintained by the Marketing Cloud, and it is typically used as a backup source of subscriber information in case of data extension issues. If the email address in the All Subscribers list is different from the email address in the data extension, the All Subscribers list may take precedence and continue to send emails to the old email address.
To resolve this issue, the Marketing Cloud admin should ensure that the email address in the data extension is the same as the email address in the All Subscribers list. Additionally, they should review the email sending configuration to ensure that the data extension is properly configured as sendable and that Contact Builder is set up correctly.
