Permission pass email before a list cleanup
Sent to an old or inactive segment before you clean the list. Subscribers click to stay; everyone who does not is removed on a stated date.
- Category:
- List cleaning and permission pass
- Length:
- 68 words
Subject line options
- Do you still want emails from {{brand}}?
- Confirm to keep getting {{newsletter}}
The email
Hi {{first_name}},
We're cleaning up our mailing list, and we only want to send {{newsletter}} to people who still want it.
If you'd like to keep hearing from us, click below:
{{confirm_link}}
If you don't click by {{deadline}}, we'll remove you from the list. You won't need to do anything else, and you can always sign up again at {{signup_link}}.
Thanks for reading all this time.
{{your_name}}
{{brand}}Highlighted {{placeholders}} are the parts to replace. If you cannot fill one with something true and specific, cut the sentence rather than leaving it generic.
When to use it
Use it before a big cleanup, after moving to a new sending platform, or when you are unsure how a segment was collected and want explicit consent from everyone who stays.
Send it to inactive subscribers, not your whole list. Then actually remove everyone who does not confirm, on the date you gave. A permission pass you do not act on is just another email.
Why it works
- The button is the only call to action. Nothing else competes with it.
- The deadline is real and specific. "By 30 November" gets more action than "soon".
- Saying what happens if they do nothing makes inaction a decision too, which is fair to the reader and clean for your list.
Before you send
Verify the segment before the permission pass, not after. Addresses that no longer exist cannot click, so without verification they look like "chose not to confirm" and you learn nothing, while the bounces hit your reputation during the one send you most need to land. Verify the segment with SimpleVerifier and remove invalid addresses first.