Definition
A re-permission campaign is an email sent to existing subscribers asking them to actively reconfirm their consent to keep receiving your mail. It is typically run on lists with older, less engaged or historically acquired addresses whose permission may be stale.
Re-permission rebuilds valid, current consent and prunes the list. Those who reconfirm are genuinely interested; those who do not are likely inactive or no longer engaged. The campaign refreshes compliance, improves engagement and removes address that drag on delivery.
When to Run Re-Permission
| Situation | Why Re-Permission Helps |
|---|---|
| Older list | Consent and intent may be stale |
| Low engagement | Refresh the genuinely interested |
| Acquired list | Permission may not be solid |
| Compliance review | Evidence of current consent |
It addresses uncertainty about permission.
Re-Permission vs Re-Engagement
| Term | Focus |
|---|---|
| Re-engagement | Win back inactive subscribers |
| Re-permission | Confirm consent to keep mailing |
Re-permission centres on consent; re-engagement on interest.
How to Run a Re-Permission Campaign
- Explain why you ask: Be transparent about checking consent.
- Make opting in easy: One obvious action to reconfirm.
- Offer a real choice: Respect a genuine yes, no or unsubscribe.
- Handle non-responders: Stop or suppress those who do not confirm.
Related Glossary Terms
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
Anonymized Data
Anonymized data is email subscriber or interaction data that has been stripped of personally identifiable information so individuals cannot be re-identified.
CAN-SPAM Act
The CAN-SPAM Act is a US law that sets rules for commercial email. It requires accurate subject lines, a physical address, a clear opt-out mechanism, and prompt processing of unsubscribes. Violations can result in penalties up to $51,744 per email.
Cold Email
A cold email is an unsolicited message sent to a recipient who has not previously opted in, commonly used for B2B outreach, sales prospecting and networking.
Consent Banner
A consent banner is an on-site notice that informs visitors about data collection and allows them to agree to or manage email marketing preferences.
Consent Expiry (Email Marketing)
Consent expiry is the time period after which a subscriber's permission to send marketing emails legally expires and must be re-obtained, varying by jurisdiction and consent type.
Frequently Asked Questions
A re-permission campaign asks existing subscribers to actively reconfirm they still want your email. It refreshes consent and prunes those who no longer engage, rebuilding a valid and current list.
When consent may be stale — for example with an older list, a recently acquired list, or one with low engagement — or when you need current evidence of permission. It is a useful reset before resuming or growing sending.
Re-engagement aims to win back inactive subscribers through offers and content. Re-permission specifically focuses on confirming that the subscriber's consent to receive email is still valid and genuine. They often run together.
Those who do not respond within a set window are usually stopped or suppressed from sending, and often removed from the active list. This keeps sending focused on confirmed, engaged subscribers and protects deliverability.