A Guide for an Effective Permission-based Email Marketing


Email marketing has been used for years as an effective sales method, especially in e-commerce. Marketers want to stay in touch with their current or potential customers and keep them informed about recent updates.

However, email marketing does not necessarily provide satisfying results in terms of conversion rates. The results are mostly related to the ways of gathering customer email information and how professionally you sustain the relationship with the customers.

If you choose the right path, be ready for the new leads and amazing results.

In this article, we will talk about one of the most powerful email marketing techniques, permission-based email marketing. Then we will address how to create a permission-based email marketing list to boost your sales.

What is Permission-based Email Marketing?

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

Consent is the magic word here. A checkbox serves as a bridge in establishing mutual consent between you and your customers. We will explain how does it work later in the article.

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 the email of a user 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 of subscribers and low complaint rate.

How Does Permission-based Email Marketing Works?

If truth be told, people often tend to ignore emails. Because they are exposed to irrelevant content on social media, and they receive dozens of emails every day. That's why emails sent by companies have relevantly low open rates.

Permission-based email marketing is a smart tactic because it depends on the value exchange between customer and marketer. They are asked to give consent for receiving emails. In return, you offer value to the customer. This value could be in the form of:

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

Why You Should Use Permission-Based Email Marketing?

Let's talk about the benefits of permission-based email marketing. It provides marketers to:

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

First and foremost, it has a considerable impact on subscribers' trust since you also allowed 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 of 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.

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 e-mails 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.


Numbers sometimes do not mean anything. When you choose quantity over quality, this does not guarantee a successful result. In email marketing, usually less is more.

Powerful email marketing campaign focuses on sending personalized content to relevant people. It would be more profitable to send emails to customers who are already familiar with your brand, rather than to a user who does not have any prior knowledge about your goods and services at all.

For example, using permission-based emails as reminders for abandoned shopping baskets is an effective example of email marketing to increase sales. Because over 76% of shoppers who add items to their online cart leave without purchasing.

This is a huge potential waiting for to be converted. There must be a smart solution for incomplete purchases. The answer is obvious: permission-based email marketing.

In addition to all these, considering the return of investment and conversion rate optimization rules, you should aim for high open rates in the first place.

Website visitors with a clear consent: they want what you sell, they are interested! For this reason, they are your potential customers. Even in the worst-case scenario, they have a higher tendency to click on the links you send and to increase your website traffic.

Finally, to retain these valuable customers, don't forget to inform them about the frequency and content of your emails. Do not neglect to ask for details while getting permission, and to create your email list accordingly.

How to Create a Permission-based Email List?

Well, do you want to make relevant offers to the right people at the right time and build your email list accordingly?

We created new generation smart popups to meet the changing demands of digital marketing.

With the smart popup builder Popupsmart's conversion-ready popups, you can target your website visitors based on their location. 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. You can create a checkbox to collect emails from your visitors.

popup email collecting

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

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