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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Express Consent

Express consent is explicit, opt-in permission a person gives to receive marketing communications from you — for example, by ticking an unchecked box or submitting a signup form for that purpose.

Also known as: explicit consent, opt-in consent

Express consent is the gold standard of permission. The person clearly and knowingly agreed to hear from you, which makes it the safest legal basis under strict laws like GDPR and CASL.

How is express consent obtained?

Through a clear, affirmative action — submitting a form specifically to subscribe, ticking an unchecked consent box, or confirming via double opt-in. It must not be bundled or pre-ticked.

Express vs. implied consent

Express consent is explicitly granted and durable; implied consent is inferred from a relationship (like a recent purchase) and is often time-limited. Express consent carries less risk.

Why does express consent matter?

It keeps you compliant with strict privacy laws, builds a more engaged list, and reduces complaints — because everyone genuinely chose to be there.

Related terms

CAN-SPAM Act GDPR (Email Marketing) Opt-In Unsubscribe Permission-Based Marketing CCPA

Related reading from Drip

Managing SMS Compliance In Drip (Help Center) How to Prepare for the GDPR with Help from Drip

Frequently asked questions

What is express consent?
Express consent is explicit, opt-in permission a person gives to receive marketing communications from you — for example, by ticking an unchecked box or submitting a form specifically to subscribe.
How is express consent obtained?
Through a clear, affirmative action such as submitting a signup form, ticking an unchecked consent box, or confirming via double opt-in. It must not be pre-ticked or bundled with other agreements.
What's the difference between express and implied consent?
Express consent is explicitly and knowingly granted and remains valid until withdrawn. Implied consent is inferred from a relationship, like a recent purchase, and is often time-limited. Express consent carries less legal risk.
Why does express consent matter?
It keeps you compliant with strict privacy laws like GDPR and CASL, builds a more engaged list, and reduces spam complaints because everyone genuinely chose to receive your emails.
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