Consent & Permission Practices

The "gold standard" of list building. This section reinforces the best practice of using Confirmed (or Double) Opt-In (COI/DOI). It's not always legally required, but it's the standard for building a high-engagement, low-complaint list.

12 questions in this topic

What is explicit consent? What’s the difference between single opt-in and double opt-in? What is “confirmed opt-in” (COI)? What does M3AAWG recommend for list collection? What are best practices for proof of consent storage? How should unsubscribes be handled (one-click, instant)? What is “consent aging”? How do you verify consent when importing old lists? What is a preference center and why is it best practice? What is “granular consent”? How do you prevent “consent contamination” across systems? What does CAN-SPAM, GDPR, and CASL define as valid consent?

Questions about Consent & Permission Practices