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.
What good looks like#
- Done: Use an unchecked checkbox or a dedicated signup form; never pre-tick.
- Done: Record timestamp, IP, source, and the exact wording shown at consent.
- Done: Use double opt-in for marketing lists where feasible.
- Done: Separate consent for different purposes (newsletter vs partner offers).
- Done: Refresh consent for contacts older than two years with no engagement.
What bad looks like#
- Seen in audits: Bundling marketing consent into terms of service acceptance.
- Seen in audits: Losing consent records during a CRM migration.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
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.