What is a consent refresh strategy?

A consent refresh strategy is a planned approach for periodically re-confirming subscriber consent, particularly for contacts whose original consent may be aging, legally uncertain, or obtained under previous (potentially non-compliant) processes. Rather than assuming consent remains valid indefinitely, a refresh strategy proactively reaches out to subscribers to reaffirm their desire to continue receiving communications. This practice is especially relevant when privacy regulations change, when you significantly alter your email content or frequency, or when preparing for stricter compliance standards.

Common triggers for consent refresh campaigns include regulatory changes (as when GDPR implementation prompted mass re-consent campaigns in 2018), extended subscriber inactivity (subscribers who haven't engaged in 12+ months), acquisition of legacy lists (inherited contacts without clear consent documentation), significant changes to your email program (new content types, increased frequency, or expanded data usage), and data migration or ESP transitions (where consent records may not transfer cleanly). Some organizations build regular refresh cycles into their program, re-confirming consent annually or biannually regardless of external triggers.

Executing a consent refresh requires careful communication-you're essentially asking subscribers to opt in again. Frame the request positively, emphasizing the value they'll continue to receive and giving them control over their preferences. Accept that many contacts won't respond or will take the opportunity to unsubscribe; this list attrition, while painful, removes legally risky contacts and disengaged subscribers who weren't providing value anyway. Ensure the refresh campaign itself complies with current regulations-you're relying on your existing (potentially weak) consent to send one more communication asking for proper consent. Consent refresh is like renewing vows with your subscribers. It ucosts some relationships that weren't solid, but strengthens those that remain.