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.
Why is Send Permission Important?
Obtaining send permission is crucial for several reasons: 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.
How to Obtain Send Permission?
There are several effective ways to obtain send permission: 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.
What is the Difference Between Implied and Explicit Permission?
Understanding the difference between implied and explicit permission is vital: 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.
How to Maintain Send Permission?
Maintaining send permission requires ongoing effort:What are the Consequences of Ignoring Send Permission?
Failing to obtain and maintain send permission can have serious consequences: 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.