Definition
A permission pass is a deliberate process of reconfirming consent from your existing subscriber base. It goes beyond a standard re-engagement email by requiring an explicit opt-in action rather than just a click.
When to Run One
- After a long period of inactivity (6-12+ months without engagement)
- When privacy regulations change (e.g., GDPR, CCPA updates)
- After acquiring a list through merger or acquisition
- When deliverability has declined and list quality is suspect
Best Practices
Send a clear email explaining why you are asking for reconfirmation. Set a deadline (typically 30 days). Anyone who does not re-opt-in is suppressed or removed. The result is a smaller but far more engaged list with clean consent records.
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.