Permission and Reciprocity — two good concepts that marketers ruined
Marketers, myself included, love to think about themselves as part of their customers' lives. So we say that marketing is all about relationships, tr...
Consent
Also known as: Permission
Clear permission someone gives you to send them email. It means they understand what they signed up for and have agreed to get messages from you.
Consent in email marketing means someone has clearly said yes to hearing from you. They know who you are and what kind of messages you will send. This agreement gives you a solid base for any future email you send.
Consent matters because it protects your deliverability and keeps you within the law. When people actually want your emails, they open more, click more, and complain less. That tells inbox providers you are trusted, which keeps your messages out of the spam folder.
A simple way to handle consent is to use clear checkboxes and short copy that explains what someone will get and how often. Store when and how they signed up in your system. If you have not emailed a contact in a long time, send a quick re opt in campaign so you can confirm they still want to hear from you.
Related Terms
Abandoned Cart Email(Cart Abandonment Email)
An automated email that goes out when someone adds items to their cart but leaves without buying. These emails show what they left behind and usually include a direct link back to their cart. Most businesses send a series of 2-3 reminders over a few days, sometimes sweetening the deal with a discount or free shipping offer.
Learn more →Privacy and Electronic Communications Regulations (PECR)(PECR)
PECR is the UK law that covers email, SMS, calls, and other digital marketing. It sets clear rules for consent, marketing messages, cookies, and other tracking.
Learn more →Spam
Spam is any email sent to someone without their clear permission or after they have lost interest in hearing from you. It is email that feels unwanted or irrelevant to the person receiving it.
Learn more →CASL
Canada's Anti-Spam Legislation. It sets clear rules for how you collect consent and send marketing emails to people in Canada.
Learn more →Related Articles About Consent
Confirmed Opt-In aka Double Opt-In Benefits
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