Understanding permission-based marketing

Overview

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

Read on to learn more about permission-based marketing.

Implicit vs explicit permission

There are two types of permission, implicit and explicit. Sendlane requires users to obtain explicit permission from contacts before subscribing them to email or SMS.

• 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. 

How to ensure your lead collection process is permission-based

Explicit permission can be obtained using an integration, a custom set-up via our API or a Sendlane form.

Explicit permission is required for all contacts - even contacts you add manually or via an 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.