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.
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.
Why does email consent management matter for deliverability?
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 is the first step to get started with email consent management?
Use an unchecked checkbox or a dedicated signup form; never pre-tick.
What is the most common email consent management mistake?
Bundling marketing consent into terms of service acceptance.