Foundations of Consent

The "invitation" to the inbox. Consent is the explicit permission a user gives you to send them email. This section defines "permission-based marketing" as the #1 principle that separates legitimate senders from spammers.

15 questions in this topic

What is “consent” in email marketing? What makes consent valid (specific, informed, freely given)? What is explicit vs implicit consent? What is opt-in vs opt-out? What is single opt-in vs double opt-in? When is single opt-in acceptable? What records must you keep to prove consent? How long does consent last? What voids or invalidates consent? How does consent apply to transactional vs promotional messages? Can consent be transferred or inherited (e.g., list purchase)? What is consent fatigue and how does it affect engagement? How should consent be collected for minors? What is soft opt-in under EU law? What’s the difference between consent for email and consent for cookies?

Questions about Foundations of Consent