Consent request emails are dedicated email messages to collect express consent from contacts. How this request is communicated is critical to get the most people to confirm their subscription.

Content tips

Keep it brief - no more than 4-5 sentences - and avoid legal terms. Don't include anything else in the email except your message and a Subscribe Me button. Social media icons etc create distraction. You want this to be a very focused message.

Describe benefits: Position your request for consent as a benefit to your contacts. For example, instead of saying "We must have your consent to remain CASL compliant" you could say: "Please confirm your permissions to continue receiving emails about workshops, classes and special offers".

Subject line: Describe benefits in the subject line as well and use the preheader text to expand on this. Instead of saying "Please confirm your subscription" or "We miss you!", you could use:

Subject line: We miss you from the company name community

Preheader text: Get inspiring stories, events and research news from us


Frequency of messages should be communicated. People don't want to receive a flood of emails from anyone and not knowing what to expect they might assume that by subscribing they'll get a ton of emails so they don't subscribe. You should say somewhere near the subscribe button that "We send no more than one email per week" or whatever the actual volume is.

Follow these steps to create and send a consent request email:

Sending the consent request message

Step 1 

Create a filter to select contacts who haven't provided express consent. See example below. You can read more about working with filters here.

Unsubscribed and spam reported contacts are automatically filtered - there is no need to manually remove them from this (or any other) filter.

Step 2

Create a new email message. 

Include a link or button in the message and link them to the consent and preferences management page.

The link or button should be pointed to one of the following URLs. All of these URLs go to the consent and preferences management page but behave differently:

  • {@pref-1} = the provide or revoke consent options are both unchecked

  • {@pref-1}/2 = one-click revoke consent

  • {@pref-1}/3 = the provide consent option is pre-checked

  • {@pref-1}/4 = one click express consent

Here's an example for a "one-click express consent" link:

Step 3

Send a test message.

Step 4

Send the emails to the filter created in Step 1.

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