Permission

What is it?

What is it?

"Permission" in the context of email marketing refers to the explicit consent obtained from individuals or entities before sending them commercial email communications, newsletters, promotional offers, or marketing messages. Permission-based marketing practices prioritize respecting recipients' preferences and privacy rights, fostering trust, engagement, and positive relationships between senders and recipients.

Key points to remember

Key points to remember

  • Express Consent: Permission implies active and voluntary agreement from recipients to receive communications by opting in or subscribing to email lists, providing their contact information, and confirming their consent through a transparent and affirmative action.

  • Opt-In Mechanisms: Senders use opt-in mechanisms such as sign-up forms, checkboxes, subscription confirmations, or double opt-in processes to obtain permission from recipients, ensuring that emails are sent only to individuals who have expressly opted in and granted consent.


  • Compliance Requirement: Permission-based marketing practices are mandated by anti-spam regulations such as CAN-SPAM (United States) and GDPR (European Union), which require senders to obtain consent from recipients before sending commercial email communications and honor unsubscribe requests promptly.


  • Preference Management: Permission-based marketing respects recipients' preferences and provides mechanisms for managing communication preferences, including opting out or unsubscribing from email lists, updating contact information, or adjusting frequency settings, empowering recipients to control their inbox experience.


  • Relationship Building: By seeking and obtaining permission from recipients, senders establish a foundation of trust, transparency, and mutual respect, laying the groundwork for positive engagement, brand loyalty, and long-term relationships with subscribers.

Example of Use

Example of Use

  1. Subscription Forms: A company website features a subscription form where visitors can opt-in to receive the latest news, updates, and special offers via email by providing their email addresses and agreeing to the terms of service and privacy policy.


  2. Double Opt-In Confirmation: An online retailer sends a confirmation email to new subscribers asking them to verify their email addresses and confirm their subscription by clicking a confirmation link, ensuring that only genuine opt-ins are added to the email list.

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