Explicit Consent

What is it?

What is it?

"Explicit Consent" in email marketing refers to the unambiguous permission granted by individuals or subscribers to receive marketing communications, newsletters, promotional offers, and other email messages from a sender. Explicit consent is a foundational principle of permission-based marketing and is essential for ensuring compliance with privacy regulations and establishing trust with subscribers.

Key points to remember

Key points to remember

  • Voluntary Agreement: Explicit consent requires individuals to actively and knowingly opt-in or subscribe to receive email communications from a sender, typically through a consent form, checkbox, or subscription confirmation process.

  • Clarity and Transparency: Senders must provide clear and transparent information about the types of emails subscribers will receive, the frequency of communications, and how their data will be used, ensuring informed consent.


  • Revocability: Subscribers have the right to revoke or withdraw their consent at any time by unsubscribing from email communications or updating their preferences, and senders must honor these requests promptly.


  • Compliance Requirements: Regulations such as GDPR (General Data Protection Regulation) and CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) mandate that email marketers obtain explicit consent from individuals before sending commercial email messages and provide mechanisms for opting out of future communications.


  • Documentation: Email marketers should maintain records of explicit consent, including timestamps, IP addresses, and consent language, to demonstrate compliance with regulatory requirements and address potential disputes or inquiries.

Example of Use

Example of Use

  1. Subscription Form: A company's website features a subscription form with a clear checkbox for users to opt in to receive email updates, newsletters, and promotional offers, ensuring explicit consent.


  2. Double Opt-In Confirmation: An email marketing platform sends a confirmation email to new subscribers requesting them to confirm their subscription by clicking a verification link, ensuring explicit consent, and validating email addresses.

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