Permission Email Marketing: Why Does It Matter?

Permission is most often the foundation of email programs. It is an important prerequisite for a genuine and profitable email campaign; however, if not overlooked, it is frequently misunderstood.

Businesses who understand what consent means in email marketing are bound to see high open and click-through rates in their campaigns. They should also see a boost in revenue and sales because of their email marketing efforts.

Those who simply assume that visitors want to receive new information, but don’t actually ask for consent, will observe low open and click-through rates from their campaigns. Their failure to ask permission could make them miss a chance to reap potential sales and revenue.

That’s why today, you will learn how important permissions are and why they are a necessary factor in your email marketing endeavors.

What is Permission-Based Email Marketing?

As the name suggests, this type of email marketing program is built on the consent of subscribers or visitors. Any email that’s sent to recipients who have agreed to receive information from a company is considered as permission-based.

How to Build an Email List

Behind every successful brand is a long list of steadfast customers. If you want to reap the benefits of a successful email campaign, come up with a well-organized plan. Be consistent and committed to your endeavors, and all your efforts will surely pay off over time.

Here are a few tips on how to build an email list (email marketing list) that is permission-based:

  • Use downloadable content to drive traffic to your website and obtain prospect emails
  • Carry out routine webinars to gain prospect emails
  • Add a form on the website where visitors can opt in to emails
  • Promote that form on social hubs
  • Include a sign-up link to all emails in case they are forwarded to individuals who have yet to subscribe to the program
  • Offer rewards such as discount coupons to those who subscribed

Should I Buy an Email List?

Purchasing an email list sounds like an easier endeavor compared to all the activities mentioned above.  But is it worth it?

No, it is not.

Buying a random email list can be a waste of money. For starters, you can’t always trust the quality of the list that’s given to you. Data might be missing or the information may be dated. It could also be illegal. There’s a possibility that the addresses were obtained without the owners’ consent.

Above all else, it goes against what you’ve learned today—permission. Individuals who receive unsolicited emails won’t be too happy when they keep on receiving content they didn’t subscribe to. Though the idea of gaining thousands of names overnight sounds tempting, it’s not the best method for gaining a loyal audience. It’s also not the most profitable tactic.

What is an Email Sender Reputation?

Instead of purchasing a bunch of emails, what you can do to ensure the profitability of your business is to improve your email sender reputation. That refers to the score you receive from an Internet Service Provider, and it is an essential factor that determines email deliverability. A high score means an ISP is more likely to deliver emails directly to the inboxes of their respective recipients. With a low score, emails should land on the spam folder or they might even get rejected.

There are several factors that affect your email sender reputation. These are the following:

  • Amount of emails an organization sends
  • The number of recipients who mark the company’s emails as spam and those who complain about them to the ISP
  • The frequency in which the company’s emails get caught in ISP’s spam trap
  • The number of times the organization ends up on a blacklist
  • The total number of emails that bounce
  • Recipients who open, respond, forward, click links and delete the emails
  • Recipients who unsubscribe to the email list

How to Improve Email Sender Reputation

Listed below are some of the best practices for achieving a high sending reputation score.

  • Update your email list regularly. Remove all invalid emails and non-responders so you can reduce bounce rates. You can use email list cleaning tools and services to make this endeavor easier.
  • Implement an opt-in policy. When you send a verification email to subscribers, you can guarantee that their addresses are valid, and you can confirm that they do want to receive your messages.
  • Keep track of email delivery rates by monitoring bounce and response rates. This way, you can determine possible failures before they actually occur.

Try Our Email List Cleaning Service

To reap great results from email marketing, make sure that you have permission to send campaign materials to prospects or existing customers. Remember that permission email marketing won’t be an overnight build. But if you remain consistent in your efforts, trust should be earned in due time. Follow the practices recommended in the guide, and in the long run, you can improve open and click-through rates and boost sales and revenue.

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