What is Permission-Based Marketing?

Permission-based marketing is the practice of sending marketing communications only to contacts who have given their consent to receive them. (That's why you might have also heard this referred to as consent-based marketing.)

Sendlane is a 100% permission-based platform, so it's important to clarify exactly what qualifies as permission-based, and how it relates to collecting contacts as a Sendlane user!

In this article we'll cover:


Implicit vs Explicit Permission

In terms of email marketing compliance, let's break down the types of permission that exist:

  • Implicit Permission is obtained through a customer or client relationship, such as an in-person meeting or attending a webinar.
  • Explicit Permission is obtained through a direct request, opt-in or purchase, like registering for a newsletter, submitting a contact form on a website, subscribing on a landing page, clicking to agree to marketing communications during a checkout process, etc. 
Please Note

Since Sendlane is CAN-SPAM, GDPR and CCPA compliant, we require that all of our users obtain explicit permission to send marketing messages to each contact on their list.


How to Make Sure Your Lead Collection Process is Permission-Based

Explicit permission can be obtained using an integration, a custom set-up via our API or even using a Sendlane pop-up:

Explicit permission isn’t just for  new contacts either. It’s for all contacts - even contacts you add manually or via an import

So before you add anyone to your account, be sure that each and every contact has given you permission to send them messages.

Please Note

When importing contacts you'll need to make sure opt-in details (like IP address, date/timestamp, or location and sign-up source) are included in your file, otherwise our Compliance Team won't be able to approve the import.


Permission-Based Best Practices 

Above and beyond getting clear consent from each contact, you should also clarify important details about what they can expect from you after opting-in.

Be specific about what you are offering and how often your contacts will receive emails. If it’s a newsletter, it should be clear if it’s weekly, monthly or bi-monthly. If it’s a free download, they should know it’s an immediate download via email. 

Making promises and delivering on them is a good permission-based marketing practice!


Additional Resources

If you have any other questions about permission-based marketing and Sendlane, please reach out to our Support Team for assistance!

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