Volume spikes around promotions trip ISP rate limits unless warmed and segmented.
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.
Implementation plan for ecommerce stores#
- 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.
Priorities specific to ecommerce stores#
Volume spikes around promotions trip ISP rate limits unless warmed and segmented. Weight your effort toward the steps above that address this constraint first, and measure with metrics that match how ecommerce stores generate value from email.
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.