What does consent in email marketing refer to?

Consent in email marketing refers to the practice of obtaining verifiable permission from recipients before sending them promotional content. This concept is crucial because it ensures that the recipients are willing to receive communications, which not only fosters trust but also aligns with legal requirements such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act.

When marketers collect consent, they typically engage in practices such as opt-in forms, where individuals actively agree to receive emails, demonstrating their interest in the content being provided. This opt-in process can include double opt-ins, where users confirm their subscription through a follow-up email, further solidifying their consent and intent.

By prioritizing consent, businesses can improve their email engagement rates, as recipients who have explicitly given permission are more likely to interact positively with the content, leading to higher conversion rates and fostering a more positive relationship between the brand and its audience. This approach protects both the marketer's reputation and the subscriber's preferences, making it a fundamental principle of ethical email marketing strategies.