Learn what valid email permission looks like and why it matters.
Getting consent to send email isn’t just a legal requirement. It’s also essential for keeping your deliverability strong and your Resend account in good standing.This guide explains what valid email permission looks like, why it matters, and how to set it up properly.
Many senders assume that if someone provides an email address, that automatically means it’s okay to email them. But that’s not always true and can often cause large-scale deliverability problems, especially for marketing or bulk messages.Mailbox providers like Gmail and Outlook closely monitor how recipients react to your emails, paying special attention to whether people mark your emails as spam. High complaint rates or low overall engagement signal that your messages weren’t wanted, which can hurt your reputation and lead to filtering, blocking, or delivery issues.
Valid consent means the recipient clearly and knowingly agreed to receive the specific kind of email you’re sending.According to GDPR (and general best practices), consent must be:
Freely given – without pressure, bundling, or tricks
Specific – clearly describes the type of messages the user will receive
Informed – the user knows who you are and how you’ll use their data
Unambiguous – requires an active opt-in (like checking a box)
In other words, recipients should be able to consent to each message type from a particular sender.
And this applies globally, not just in the EU. Even if your emails are technically legal in your country, violating consent can lead to your mail being blocked or filtered to the spam folder.
Following best practices helps everyone — your recipients, your deliverability, and the health of the email ecosystem. When you start with clear consent, your messages are the ones people are glad to receive.If you’re new to permission-based sending, please reach out to Support and we’ll help you make sure everything’s on track.