Understanding Permission-Based Email Marketing

Email marketing is here to stay, and it’s only becoming more popular. Email marketing remains one of the best ways to get new leads, build strong relationships with customers, and bring in more sales.

Because so many businesses have realized how profitable email marketing can be, people are getting more and more emails.

However, if you employ permission-based email marketing, you don’t have to rely on shady (and potentially illegal) methods to expand your subscriber base.

Permission-Based Email Marketing Definition

Permission-based email marketing means getting your customer’s (or potential customers’) permission before sending them email campaigns and promotional emails.

This does not include implicit permission.

When a new lead gives you their email address in exchange for something free, like a PDF, eBook, free trial, or discount, this is called “implicit permission.”
In this case, they are giving you permission to send them the freebie they want, which means they are also giving you permission to send them other emails.

Is it Illegal to Send Emails Without Permission?

There is a reason why most email marketing software prohibits adding users who did not opt into your email list.

It is spammy and irritating.

These companies do not want their names associated with unsolicited emails. They recommend that you use their products to send emails solely to subscribers who opted into your list.

The ability to send emails without permission, whether implicit or explicit, is dependent on the recipient and how you obtained their email address.

However, GDPR-regulated countries prohibit such conduct. Before sending marketing emails, you must obtain consent.

Even if they are less stringent than GDPR standards, several non-GDPR nations also have email marketing laws. In Canada, for instance, you cannot send marketing emails unless the recipient’s email address is publicly accessible.

This means that if you have acquired a list of leads or collected email addresses from a website, it is prohibited to send unsolicited marketing emails to such addresses.

Types of Permission-Based Email Marketing

There are two primary permission types: implied permission and express permission. Let’s examine how you can approach each one.

Implied Permission Email Marketing

Consider your existing customers, website members, business partners,  and even close vendors. You currently have a business relationship with them. This indicates that you have implied authorization to email the recipient.

However, this does not necessarily imply you can send them promotional emails on a regular basis, especially if they are irrelevant. Before you engage them in continuous campaigns, there is a thin line of assessment you must comprehend and define.

Express Permission Email Marketing

This is the type of permission you must request.  You must obtain explicit consent to enlist subscribers in any email marketing campaign. For this purpose, you can set up a pop-up subscription form on your website.

Additionally, you can use a landing page on Facebook and other social media channels, as they are the main entry points for many visitors to your website. This provides you an advantage in establishing customer confidence.

Other ways to solicit Express Permission may include:

• An email requesting permission to send future promotional emails.
• A reminder email requesting consent after a recipient has unsubscribed from your promotional campaigns.
• A questionnaire asking if someone would like to receive future email updates from you.
• A call-to-action requesting permission to send future emails on a blog article.

Benefits of Permission-Based Email Marketing

Utilize these permission-based or opt-in email marketing strategies to get the following advantages:

1. Reduce spam risks and abide by anti-spam laws and regulations
Obtaining permission via an email opt-in form prevents you from violating rules, being labeled as spam, or being added to an email blacklist.

Use a mail blacklist checker to evaluate your online mail server and determine whether or not you are on a blacklist.
If subscribers agreed to receive your marketing emails, they are less likely to assign them as spam.

2. Get to know your audience better

Email marketing using permission enables you to learn more about your contacts. When subscribers sign up to receive your emails, they supply their name, contact information, occupation, industry, etc., which you may use to customize your communications.

Segment your audience based on shared interests and characteristics. As a result, you would be better able to develop relevant material for certain contact groups.

3. Promote the reputation of your brand
Request permission before sending an email to your contacts. This demonstrates your respect for their privacy and also demonstrates how thoughtful you are of your audience. By gaining their permission, your small business’s email promotional strategies can strengthen the reputation of your brand.

You distinguish yourself from competitors who bother their audience by sending unsolicited emails. Imagine how beneficial it will be if your audience anticipates your emails while loathing those of your competitors.

3. Get unique email marketing ROI
Through permission-based email marketing, you can build your email list with warm leads. Since your email list consists of opt-in subscribers, they are more likely to take advantage of your offers. They are not startled when they get an email from you; they are anticipating it.

Because there is no opposition from your audience, it is easier to persuade them to follow your calls to action, which ultimately increases your email marketing’s return on investment.

In conclusion, Permission-based email marketing creates trust thereby strengthening relationships between you and your consumers. Delivering targeted content to individuals who actually need it and are likely to remain, loyal customers is one of the digital marketing strategies with the highest return on investment.

This requires patience as it is a long-term strategy that can help your business reach the next level.

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