Permission-Based E-mail Marketing: Are You Doing It The Right Way?

According to a recent study, approximately 77% internet users prefer permission-based e-mail marketing campaigns, and they only respond to the same. Otherwise, most users just end the subscription right away, never to subscribe again.

Permission-based e-mails are a crucial reality in the online marketing world. If you had the full permission of your user to send them e-mails, you will get the highest response rate. Otherwise, you lose their trust, credibility and your brand suffers the most.

There are various important things to learn about permission-based e-mail marketing campaigns. We will start right from the basics first.

What is Permission Based E-mail Marketing?

Access Granted

Let’s make sure we’re on the same page as to what permission-based marketing really is by checking out the entry on Wiki.

In simple words, permission-based e-mail marketing is when you seek full permission from your subscribers to send them e-mails. On the contrary, the non-permission based marketing refers to the process of somehow acquiring a list of internet users of your specific niche without their permission. The non-permission marketing can include either buying an e-mail list or tricking the users to give away their e-mail information that you can use later.

Pros and Cons of Permission Based E-mail Marketing

Well, there are a lot of benefits of permission-based marketing, while the disadvantages are virtually none. Let’s see what these pros and cons of permission-based e-mail marketing are:


  1. Permission-based e-mail marketing ensures the maximum possible response rate. Your e-mails are at least not discarded as spams.
  2. It builds credibility, trust and confidence in your brand.
  3. Permission based e-mails are often responsible in making a brand or business an authority in a specific niche.
  4. When you seek full permission before sending out e-mails, you minimize the chance of being marked as spams. If you get too many spam complaints against you, ISPs like Yahoo!, Google, MSN, mark you as a spammer and most of your e-mails directly to their users’ spam folders.
  5. Sending permission-based e-mails means that the recipients know who you are. According to a survey, 79% internet users mark an e-mail as spam, if cannot identify the sender of the e-mail.


As mentioned earlier, there are no real disadvantages of permission-based e-mail marketing. However, do note the following things:

  1. If you are following the best practices of permission-based marketing, your list-building process will take a little more time. It will be a relatively slower process than the non-permission based marketing campaigns.
  2. Due to this delay, the permission-based marketing campaigns require more efforts on your part.

But compared to the benefits it has, you should not be too worried about the extra efforts and time. As it is a major step to building a high-quality e-mail list, you receive a much better response rate from the recipients of your e-mails.

So if you are interested in permission-based e-mail marketing – and you should be – keep reading on.

Following are some really important tips on how to get on board with permission-based e-mail marketing. By using the following tips and techniques, you will not only seek full permission from your future prospects, but you will also increase the response rate by delivering the exact content that your readers expect you to.

A Confirmation E-Mail


Sending a confirmation e-mail after the user subscribes is a great technique of permission-based marketing. It wasn’t really the custom, but given its advantages and various benefits, more and more internet marketers are using this tactic now.

The concept is really simple. For example, someone subscribes to your e-mail newsletter. You should then follow up with a “confirmation e-mail” starting with simple greeting and a thank-you note for subscribing. However, the main context of this e-mail will be to confirm if the user indeed wants to be subscribed for future e-mails and newsletters. Usually, it requires clicking a ‘verification link’ to complete the subscription.

This is to make sure that the user did not accidently subscribe to the newsletter. If he did, give him a clear way out.

There’s also the subject of permission reminders that’s brought up every now and then. Permission reminders is a way to go if you want to be absolutely, positively sure that your recipients only get what they want. You care more about permission reminders on the Mailchimp blog.

Make Unsubscription Easy


A major principle of permission-based e-mail marketing is to make unsubscription really easy. A commonly used technique is to give an unsubscription button at the end of every e-mail.

So, if at any stage your recipient feels that you are sending e-mails without his permission, he can simple unsubscribe. Moreover, an unsubscription button significantly reduces the chance that a user will mark your e-mail as spam.

Asking for Preferences

Most internet users only want the information they currently need. Keeping that in mind, a lot of bloggers and internet marketers let them choose their preferences for what exactly they would like to receive via emails.

Offer multiple choices on the sign-up form. Some users will tick for “newsletters”, while others may opt for marketing promotions, discount offers and coupons. In this way, the recipients of your e-mails can expect what to receive. They will not be disappointed, as they will be getting highly-targeted information according to their preferences.

It might be important to know that approximately 46% of internet users claim that the internet marketers and companies that they are subscribed to, do not send the information they need. So it is actually a good idea to seek their preferences – and indirectly, their permission.

Make a choice

Be a Contact

Last, but not never the least, it is an excellent idea to build a relationship with your subscriber, as an attempt to seek permanent permission. After delivering some quality content, explain them that they might miss on such useful contact if the e-mail is dumped into the spam folder by the ISPs. In order to make sure that they keep receiving your valuable e-mails, they should add you in their contact list.

The Bottom Line

The bottom line is that if you want to be a successful online marketer, it is imperative that you use the permission-based e-mail marketing tactics. It is important to build a long-lasting relationship with your prospects, and it is only possible if you do not lose them after a few mails. How you can make your email list grow fast based on permission is a whole different story, but I would recommend you start from reading this piece on permission email marketing and work your way from there – it has some good working ideas you can try to elaborate on.

Seek their full permission, deliver the content that they are looking for and make them impossible to leave your e-mail list.

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I am Eugene, just one of you, lonely warriors, trying to stay afloat in the ever-changing world of Internet-marketing.