How do re-permission campaigns work?

A re-permission campaign asks existing subscribers to actively confirm they still want to receive your emails. It's used when consent records are unclear, lists have gone stale, or regulations require refreshed opt-ins. The subscriber must take an affirmative action to stay on your list.

The typical flow: send an email explaining that you're updating your list and ask recipients to click a button or link to confirm their subscription. Those who don't respond within a set period (usually two to three emails over a few weeks) are removed or suppressed.

Re-permission campaigns almost always shrink your list. That's the point. You're trading quantity for quality. The subscribers who remain are genuinely interested, which improves open rates, click rates, and deliverability. Think of it as clearing barnacles from the hull. The ship sails faster with less drag.

Run these campaigns when migrating ESPs, after long periods of inactivity, or when you've inherited a list with questionable consent. Under GDPR, re-permissioning became essential for many brands in 2018 when the regulation took effect.