Email marketing – Understanding the principles of permission marketing


The principle of permission marketing assumes that the email recipient has previously chosen to subscribe to this service. So the process usually includes a registration step.

The types of permission

Jean-Paul Hepp, Pharmacia, describes the main forms of permission marketing. Most are legitimate: the boxes checked and confirmed permission.

Pre-ticked boxes

The simplest ways to collect emails refers to pre-checked boxes that often appear when registering for a service or a contest. The subscription rate with this type of collection is high which is why it is often used.

By cons, it happens that people leave this checked voluntarily or for fear of not being subscribed to the service box or involuntarily because they do not realize the presence of this box, especially because they are pressed for time.

Invitation Boxes

An invitation box usually collects the email without asking permission or confirmation. It is understood that the person who registers his email is aware that he will receive newsletters from the website owner.

In many cases, this type of collection does not give very good results as regards the number of subscriptions for the benefit of subscribers . Unless users understand what the website offers, there is little incentive for the customer to give their email.

Permission confirmed

Many marketers tend to adopt this type of relationship with their customers because of anti-spam laws are starting to come into force in North America.

Permission , that which the recipient and marquetry granted they enter a business relationship , involves gathering information from the marquetry to better target the interests of those who receive emails.

In the cases cited above, a pre-checked box will be replaced by a left blank , asking the customer to check the box to indicate his interest.

Confirmation of permission (email verification)

This permission should be confirmed by an email confirmation to prevent:

Input errors made by the subscribers (an email address incorrectly entered by the applicant may still be that of another subscriber)
People who deliberately register addresses in mailing lists without the consent of the holders to pollute their inboxes.

Double confirmation

In this case, permission should not only be notified to the subscriber but the email sent as confirmation should also contain a link to confirm that the subscriber who received the email is indeed the one that enrolled before the company starts sending commercial emails.


Finally, any full permission process should provide a way to unsubscribe. Three ways to unsubscribe: a response to the sender in the text with the word “unsubscribe”, the inclusion of the word as the subject of e-mailing or through the inclusion of an unsubscribe link in every email sent to subscribers.

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