Definition
Email consent history is the documented timeline of all consent interactions with a subscriber. It records when consent was first obtained, through which method and channel, exactly what the subscriber agreed to (the specific wording and scope), any subsequent consent changes or renewals, the date and method of any consent withdrawal, and the source of each consent event. A complete consent history is essential for regulatory compliance and for defending consent validity during an audit.
What to Record
- Timestamp of each consent event
- Method of collection (form, API, phone, in-person)
- Exact wording of the consent request presented to the subscriber
- IP address and user agent at the time of consent
- Consent scope (what types of communication were agreed to)
- Subsequent consent changes and their timestamps
- Withdrawal event details including method and date
- Consent renewal cycles and outcomes
Best Practices
- Store consent history in a separate immutable log rather than overwriting previous records
- Ensure consent records include enough context to demonstrate validity years after collection
- Make consent history accessible for audit requests within the regulatory response timeframe
- Automate consent history documentation so no consent event occurs without recording
- Include consent history in data subject access request responses when required
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.