What is Send Permission?
Send permission in
email marketing refers to the explicit consent obtained from a recipient before sending them
marketing emails. This consent ensures that the recipient is willing to receive communication from your brand, helping to build a relationship based on trust and respect.
Legal Compliance: Many countries have regulations like the
GDPR in the EU and the
CAN-SPAM Act in the USA that require businesses to obtain explicit consent before sending marketing emails.
Improved Deliverability: Emails sent to recipients who have opted in are less likely to be marked as
spam, improving your overall email deliverability.
Enhanced Engagement: Recipients who have given permission are more likely to engage with your content, leading to higher
open rates and
click-through rates.
Sign-Up Forms: Use clear and concise sign-up forms on your
website or
landing pages to collect email addresses.
Double Opt-In: Implement a
double opt-in process where users confirm their subscription by clicking a link sent to their email.
Incentives: Offer incentives such as
discounts or
free resources in exchange for permission to send emails.
Implied Permission: This occurs when there is an existing business relationship, such as a previous purchase. Though not as strong as explicit permission, it can still be valid.
Explicit Permission: This is when a recipient has actively agreed to receive your emails, usually through a sign-up form or similar method. This type of permission is considered best practice.
Legal Penalties: Non-compliance with email marketing laws can result in hefty fines and legal actions.
Reputation Damage: Sending unsolicited emails can harm your brand's reputation and lead to loss of trust among your audience.
Deliverability Issues: High rates of spam complaints can lead to your emails being blocked by
ISPs and
email providers.
Conclusion
Send permission is a fundamental aspect of successful email marketing. By obtaining explicit consent, adhering to legal requirements, and maintaining a positive relationship with your subscribers, you can improve your email marketing performance and build a loyal customer base. Always prioritize permission-based email practices to ensure compliance, enhance engagement, and protect your brand's reputation.