What is an explicit consent approach in email marketing?

An explicit consent approach in email marketing emphasizes the necessity of obtaining clear and affirmative permission from individuals before sending them marketing emails. This approach ensures that recipients are fully informed about what they are consenting to, typically through a straightforward opt-in process, where they actively indicate their willingness to receive communication. This is essential not only for compliance with regulations like GDPR and CAN-SPAM but also for building trust and maintaining a positive relationship with subscribers.

By requiring explicit consent, businesses can ensure that their email lists consist of engaged recipients who genuinely want to receive their content, leading to higher open rates, better engagement, and ultimately a more successful email marketing strategy. This approach contrasts with implied consent, where permission is assumed based on previous interactions, which may not always accurately reflect a recipient's current preferences or interest level in receiving marketing materials.