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What counts as email consent?

Consent means the recipient has a reasonable expectation that your organization will send the type of email they receive. OpenSend provides contacts, topics, unsubscribe pages, and suppressions to help enforce consent, but your team owns the policy and legal interpretation.

Raw markdown

Strong consent signals

  • The recipient signed up for your product or list.
  • The form clearly stated what mail they would receive.
  • The email content matches the original expectation.
  • You can identify when and where the recipient opted in.

Weak or risky signals

  • Purchased or scraped lists.
  • Old imports with no opt-in source.
  • Consent for one product reused for unrelated marketing.
  • Transactional recipients added to promotional campaigns without permission.

OpenSend tools

Use topics for preference categories, contact unsubscribe state for opt-out handling, suppression records for bounces/complaints/manual blocks, and logs for investigation. Marketing and broadcast mail should include an unsubscribe path.