What email consent management is#
Consent is the documented permission a recipient gives to receive marketing email. Laws differ on whether it must be express (opt-in) or may be implied (existing relationship), and on how long it lasts.
Why it matters#
Consent is the legal basis for marketing mail in most jurisdictions and the practical basis for good deliverability: people who asked for mail rarely complain.
What Amazon SES handles#
Most platforms, including Amazon SES, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in Amazon SES's current documentation.
What you still own#
- Use an unchecked checkbox or a dedicated signup form; never pre-tick.
- Record timestamp, IP, source, and the exact wording shown at consent.
- Use double opt-in for marketing lists where feasible.
- Separate consent for different purposes (newsletter vs partner offers).
- Refresh consent for contacts older than two years with no engagement.
Common mistakes#
- Bundling marketing consent into terms of service acceptance.
- Losing consent records during a CRM migration.
Frequently asked questions#
Is double opt-in required by law?
Not explicitly in most jurisdictions, but it is the easiest way to prove consent under GDPR and CASL and it improves list quality.
Does Amazon SES set up email consent management automatically?
Amazon SES provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.