What Is Permission Marketing?

Get your customer's stamp of approval before sending unsolicited e-mail.

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!
1 min read
Opinions expressed by Entrepreneur contributors are their own.

Can I send you information about my upcoming book? I can? Great! I've just asked your permission, you've given it to me, and now I can send you an e-mail with the information you've accepted. That's permission -getting a consumer's express permission to send them information, usually to their e-mail box, about your products or services.

Why ask permission? We're all getting inundated and overwhelmed with unsolicited e-mail sales pitches from unknown companies. Your marketing message, when not requested, is just as unwelcome.

By allowing people to sign up to receive an e-newsletter, to check a box to accept your occasional promotional e-mails, to say, "Yes, I accept your offer to contact me," you're getting the green light to be in touch with them. You're building an e-relationship.

But watch out! Don't abuse the permission you've received by e-mailing more frequently than initially stated, by sending information that was not specified or by allowing other companies to send information to your list. Be respectful, and you'll see positive results.

Aliza Sherman is an entrepreneur and author of Cybergrrl: A Woman's Guide to the (Ballantine Books). She is currently working on her next book and new company.

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Discover a better way to hire freelancers. From business to marketing, sales, finance, design, technology, and more, we have the freelancers you need to tackle your most important work and projects, on-demand.

Latest on Entrepreneur