· 14 min read

Permission-Based Email Marketing: A Comprehensive Guide

An effective permission-based email marketing can help you to get the most out of your email marketing campaigns.

In this article, we will talk about one of the most powerful email marketing techniques: permission-based email marketing.

Besides, we gathered why you should give importance to this concept, along with some tips that can be helpful.

Let’s dive into them!

What is Permission-Based Email Marketing?

As the name suggests, permission-based email marketing (also known as opt-in email marketing) is based on getting the permission of the website visitor before adding them to your email list.

Consent is the magic word here. A checkbox is a bridge to establishing mutual consent between you and your customers.

But first, we need to mention single and double opt-in emails since they are crucial to capture the main point.

  • Single opt-in (SOI) is a one-step process of gathering a user’s email during signup activity.
  • Double opt-in (DOI), on the other hand, is a two-step subscription process including email confirmation after signup.

When we compare SOI and DOI, we can claim that it is more effective to use double opt-in in terms of achieving high-quality subscribers and a low complaint rate.

5 Tips to Have a Permission-Based Email Marketing Strategy

Creating a permission-based email marketing strategy is a process that requires time and effort.

Here are a few tips to help you create a successful permission-based email marketing strategy.

1. Aim Visitors with Clear Consent & Interests

Considering the return on investment and conversion rate optimization rules, you should aim for high open rates in the first place.

Website visitors with clear consent is crucial. They want what you sell, and they are interested!

For this reason, they are your potential customers. Even in the worst-case scenario, they tend to click on the links you send and increase your website traffic.

To retain these valuable customers, don’t forget to inform them about the frequency and content of your emails.

Also, do not neglect to ask for details while getting permission and creating your email list accordingly.

2. Use the Power of Popups to Ask for Permission

popup example that says "Join the club" with an email checkbox next to two legs wearing blue socks and white & red shoes while walking

You can benefit from popups if you want to make relevant offers to the right people at the right time and grow your email list accordingly.

With the smart popup builder Popupsmart’s conversion-ready popups, you can target your website visitors and reach your target audience.

By doing so, you can create an email marketing campaign that complies with the GDPR rules.

Also, you can grow your email list with the help of the advanced features we provide. For example, you can create an email checkbox to collect emails from your visitors.

Design your first popup campaign with Popupsmart in less than 5 minutes, and enjoy having an effective connection with your leads.

3. Send Only Relevant Content to Your Subscribers

Ensure that you are sending relevant emails to your newsletter subscribers.

That way, you can effectively build your email marketing campaigns and focus on your subscribers’ permission.

Sending relevant emails to subscribers allows you to grow your email list and get the most out of your email campaigns.

Powerful email marketing campaigns focus on sending personalized content to relevant people.

a person writing on a MacBook, only two hands and laptop are visible with a blurry background showing a computer screen

It would be more profitable to send emails to customers who are already familiar with your brand rather than to a user who has no prior knowledge about your goods and services.

For example, using permission-based emails as reminders for abandoned shopping baskets is a practical example of email marketing to increase sales and reduce card abandonment.

4. Don’t Overwhelm your Audience with too Many Emails

empty email inbox on a mobile phone on a white table next to a potted-plant

Sending too many emails can overwhelm your subscribers as well.

Although you might think they are related to your business and can be interesting for your subscribers, try to minimize the emails you send regularly.

That way, you can provide valuable content to your subscribers without getting spammy.

5. Include an Unsubscribe Button

Including an unsubscribe button on your emails allows you to have a relevant audience that actually wants to read your emails.

This strategy can help you to be on the whitelist of your subscribers and avoid your emails going to the spam box.

6. Offer an Incentive for Signing Up

Visitors are more likely to give you their email address if they feel they're getting something in return.

So, consider offering an incentive for signing up, such as a free download, discount code, or exclusive content.

This will make your visitors feel like they're getting something of value, and increase the likelihood they'll join your list.

7. Segment Your List

Segmenting your email list means dividing it into groups based on subscribers' interests, behavior, and demographics. This allows you to send more targeted and relevant emails that your subscribers are more likely to engage with.

For example, if you have a clothing store, you could segment your list by gender, age, and shopping behavior. Then you can send targeted emails that promote products relevant to each group.

8. Personalize Your Emails

Personalization matters. Especially in email marketing. Use subscribers' names and other information to make the emails feel more personal and engaging.

a laptop with Gmail logo on the screen on a carpet-like floor

This helps build a stronger relationship between you and your subscribers, which can lead to increased engagement and loyalty. It's also important to use personalization in a way that doesn't come across as spammy or insincere.

9. Test and Optimize Your Emails

Testing different aspects of your emails, such as subject lines, content, and calls-to-action, can help you identify what works best with your subscribers.

Use this information to optimize your emails for better engagement and conversion rates. Some things you can test include different email templates, images, and tone of voice.

10. Respect Your Subscribers' Privacy

Respect your subscribers' privacy by following relevant privacy laws and regulations, such as GDPR or CCPA.

Don't share your subscribers' information with third parties without their consent, and make it easy for them to unsubscribe from your emails at any time.

This helps build trust with your subscribers and ensures that they remain engaged with your emails.

Why Should You Use Permission-Based Email Marketing?

First and foremost, it has a considerable impact on subscribers’ trust since you also allow them to unsubscribe whenever they want.

Besides, knowing that they will not be exposed to irrelevant content is another factor that further strengthens this trust.

For this reason, signup forms must contain a checkbox to get detailed approval from subscribers.

The second benefit of permission-based email marketing is related to current legal regulations.

According to General Data Protection Regulation (GDPR), there are some legal requirements for email marketing.

Consumers must provide valid consent to receive marketing messages. This rule is also in operation for email marketing.

a person typing on a MacBook, only hands and laptop keyboard is visible on a dark background

Permission-based email marketing is a necessity not only for legal restrictions but also for the efficient use of marketing resources.

Some companies buy contact information and send emails to thousands of people. At the end of the day, they have only low conversion rates and wasted resources.

What is more, buying emails results in a bad reputation for the company’s name. Plus, most of these emails are marked as spam.

Today, some companies continue to take risks and pull email addresses from various sources to reach more people.

However, this old-fashioned and unethical technique of collecting emails has a high potential to turn into legal and financial penalties, as well as critical defects in terms of email deliverability.

Wrap Up

That is all for permission-based email marketing! We hope you liked reading about this topic and found it useful.

By using the quick strategies we have given, you can interact with your audience properly and apply effective permission-based email marketing to your business.

If you apply these tips to your email marketing campaigns, you can reach better results with your target audience and their consent.

What are your thoughts on this issue? Share your ideas and tips that you apply to your own business in the comments section! 🤓

Frequently Asked Questions

"any questions?" written on a typewriter machine

1. How does Permission-Based Email Marketing Work?

Permission-based email marketing is a smart tactic because it depends on the value exchange between the customer and the marketer.

They are asked to give consent to receiving emails. In return, you offer value to the customer. This value could be in the form of the following:

  • A free trial
  • An exclusive discount
  • Video access
  • Webinar signup
  • Ongoing offers
  • Any other relevant content

2. What are the Benefits of Permission-Based Email Marketing?

There are various benefits of permission-based email marketing that can help you to improve your business. It provides marketers to:

  • strengthen customer trust
  • attracting more people
  • increasing sales
  • maximizing the value of the email
  • complying with anti-spam laws
  • getting better engagement results

3. Is Sending Emails without Permission Illegal?

Sending emails without permission can be illegal, depending on the circumstances. Generally, if you send unsolicited commercial emails, also known as spam, without the recipient's consent, it is considered illegal under various anti-spam laws.

These laws differ from country to country, but most have similar requirements for commercial emails, such as the requirement to include an opt-out mechanism and to identify the sender.

In the United States, the CAN-SPAM Act sets guidelines for commercial emails, which include requirements to provide a clear and conspicuous opt-out mechanism, include accurate header and subject lines, and include the sender's physical address. Violating the CAN-SPAM Act can result in penalties of up to $42,530 per email.

In addition to the legal consequences, sending unsolicited emails can damage your reputation and harm your business. It is always best to obtain permission from recipients before sending them any commercial emails, to ensure that you are complying with applicable laws and maintaining good business practices.

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