Glossary
Re-permission campaign
Also called reconfirmation campaign, permission pass.
Last reviewed 18 September 2026
What is a re-permission campaign?
A re-permission campaign is a single message sent to an existing list asking the people on it to confirm that they still want the mail, after which everybody who did not confirm is suppressed rather than mailed again.
It is what you run when you cannot show how a list was collected, when it has been silent for a long time, or when it arrives with a business you acquired. It is expensive in list size, and it is the only way to turn a list you cannot account for into one you can.
The message has to stand on its own, because most of the people receiving it do not remember you. Name the thing they signed up for, say when and where if you know, say what happens if they do nothing, and ask for exactly one click.
Send it in batches rather than all at once. A large send to a list with a poor complaint rate is the send that damages the domain you were trying to rescue.
See also
- Consent record
A consent record is the evidence that a particular person agreed to receive a particular kind of mail, kept because Article 7(1) of the GDPR puts the burden of demonstrating consent on whoever relies on it.
- Confirmed opt-in
Confirmed opt-in, usually called double opt-in, is the practice of sending one message to a newly submitted address and adding it to a list only after somebody clicks the link in that message.
- Suppression list
A suppression list is the permanent record of addresses that must never be mailed again, holding unsubscribes, complaints and hard bounces, and it is checked before every send rather than after one.
- List hygiene
List hygiene is the work of keeping a list to addresses that exist and belong to people who still want the mail: hard bounces suppressed on the first failure, long-silent addresses retired, typos caught at the form, and nothing re-imported that was already suppressed.
Read next
This term is covered properly in Confirmation email template for double opt-in, which is a longer piece on the subject.
Every other term is on the glossary index , the longer writing is in the guides, and what this site itself does is on the home page.
Thinking of writing one of these?
5dayemail hosts a five-to-ten day email course: you write it once, and everyone who joins your list gets one email a day, in order, starting from the day they confirm.
Accounts are opened a few at a time rather than by signing up. Leave your address and you will be written to when the next ones open.
One message, when there is room. No course emails, no newsletter, and the address is not passed on. Ask and it is deleted; what is kept, and for how long, is in the privacy policy.