In email marketing permission is defined as the consent to receive commercial information through electronic mail. Permission cannot be assumed, it has to be given explicitly. Having a permission is the first step that needs to be done to build a list. Getting the consent for the prospects before sending anything is mandatory.
It takes time and investments to build a list based on permission and prospects really interested in your information and that are looking forward to receive your emails, but the success of an email marketing campaign is not directly proportional with the size of the list or the number of emails sent. Permission brings better results and the possibility to build a relationship with the prospects.
Advantages of a list based on permission:
- Higher delivery rate
- Higher opening rate
- Lower spam rate
Without permission, sending email newsletters is called spam. This definition includes two requirements: sending bulk emails and having no permission for it.
The unsubscribe link
The permission given can be revoked at any time, that’s why subscribers should be able to unsubscribe to your newsletters whenever they want to. The unsubscribe link must be in every email sent. It is not a good ideea to make it less visible, with a smaller font or a less visible color. If your subscribers want to unsubscribe, give them the possibility to do it without hitting the spam button.
Tags: email marketing, permission, subscriber
