Permission-Based Marketing

Permission-Based marketing is the practice of sending marketing communications only to contacts who have given their consent to receive them.

Gaining permission can also be called an Opt-in. Contacts will opt-in to receive content of interest such as newsletters, eBooks, or other downloads, etc. There are two kinds of permission for permission-based marketing:

  • Explicit Permission - You obtain Explicit Permission when a contact opts-in or requests specific information from you. These can include a newsletter, a contact form on a website, landing pages, etc.
  • Implicit Permission - You can obtain Implicit Permission through a customer or client relationship. Such as contacting current customers about new offers, incentives and more.

It’s important to be specific about what you are offering and how often your contacts will receive emails from you. If it’s a newsletter, let them know if it’s weekly, monthly or bi-monthly. If it’s a free download, tell them it’s an immediate download via email. Making promises and delivering on them is good permission-based marketing practice.

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