How long does consent last?

Explicit consent generally lasts until withdrawn-when the subscriber unsubscribes, consent ends. However, laws like CASL place time limits on implicit consent: typically 24 months from the last transaction for customer relationships, or 6 months from an inquiry. After these periods, implicit consent expires and you must stop emailing unless you've obtained explicit consent.

Beyond legal timeframes, practical consent decay matters for deliverability. A subscriber who opted in five years ago and hasn't engaged in three years isn't a valuable list member regardless of consent validity. Their eventual complaint or hard bounce will hurt your reputation. List hygiene best practices suggest treating long-dormant subscribers as effectively lapsed, regardless of original consent.

Some programs implement consent refresh campaigns: periodically asking long-term subscribers to confirm they still want communications. This reaffirms intent, refreshes consent documentation, and identifies subscribers who've mentally unsubscribed but never clicked the button. Consent doesn't legally expire if explicit, but engagement expires continuously. Active consent management keeps your list fresh and your legal documentation current.