Understanding Permission-based Marketing


You ever opened your email and wonder, “When did I subscribe to these emails?”Well, you are not alone. We all have been exposed to such shady email practices.

But the marketing landscape is evolving faster and so is customer behavior. Consumers are getting smarted with their decision-making. You cannot make them purchase anything they don’t wish to buy.

They are doing their own research, getting recommendations from different channels, and trusting word-of-mouth marketing.

With technological innovations, you have to consumer’s best friend to be able to sell your product. You should be willing to ask their permission before you send them any information regarding your product.

Interruptive ads are thing of the past. Now it’s the day and age of permission-based marketing.

What is Permission-based Marketing?

Permission-based marketing refers to the type of marketing strategy that asks for customers’ permission to send them promotional and informational material.

When you opt-in for email marketing, follow a brand on social media or give personal information for free trials and demos, you are actively giving permission to receive future updates.

The Benefits of Permission-based Marketing

So if you are wondering about the benefit of permission-based marketing and how to go ahead about it. Let’s discuss.

1) Customer Loyalty

As mentioned before, customers today are well-versed with most advertising techniques and want to stay away from brands that just exist advertising techniques and want to disassociate with brands that just exist for sales and profit. It’s a lot easier to build brand loyalty when customer’s themselves give you permission to send marketing offers. In addition to brand loyalty, you build a brand reputation, loyal customer engagement, and higher customer conversions.

2) Generate High-quality Leads

Lead generation is tough, but what’s tougher is to get high-quality leads that are ready to engage with your brand. With permission-based marketing, you get leads that are interested in learning more about your brand. These highly targeted leads will be much easier to convert.

3) Relevant and Contextual Marketing

As a brand, you don’t want to end up in an inbox that has no idea about your brand. If you want to improve relevance around your brand, you need to be relevant. Meaning, your marketing material should highlight the problem your brand can solve. This way, you create context around your brand ideas and the marketing content feels relevant to the audience. Personalization and relevance go hand-in-hand with permission-based marketing.

4) Higher Return on Investment

Permission-based marketing involves sending your message to the audience who are really interested in your business. As a result, your return on investment is higher in permission-based marketing. Relevant and contextual marketing will lead to good awareness at the top of the funnel, lead nurturing at the middle of the funnel, and better conversions at the bottom. It doesn’t matter what industry you operate into, nurturing highly-interested leads will always end up yielding the highest results.

The Best Practices for Permission-based Marketing

Permission-based marketing is driven by email marketing. But there are certain practices you need to follow to make sure you get it right.

1) Get Permission

The whole crux of permission-based marketing is that you send emails exclusively to those who wish to receive your marketing emails. So get express permission first and then launch your campaigns confidently. The subscription rate might be low compared to general email marketing strategies, but the email response rate and lead quality are great.

2) Be Clear About the Benefits

When someone opts in for your emails, they are expecting something useful in return. And if you wish to scale your subscribers, you need to advertise the clear benefits of subscribing to your email. Never send content that your audience doesn’t find useful. Your landing page should paint a picture of how customer’s life will change for good after subscribing to your email. This makes the user click and engage with your content. You’ll be in a better position to describe the benefits if you know who your ideal buyer is.

3) Create your Own List from Scratch

As you get into permission-based marketing, you’ll be tempted to buy an email list that you haven’t built from scratch. But the return on investment on these lists is almost nil. Since you haven’t explicitly asked their permission, that won’t constitute as permission-based marketing, and your email can be marked as spam. This will hurt your brand value in the long run.

4) Make it Easy to Unsubscribe

Your prospects reserve the right to unsubscribe from your email list anytime. Your emails will be marked as spam if they don’t find your unsubscribe button. Too many spam reports will lead to serious problems with your email providers. No matter what type of email content you are sending, the unsubscribe button should always be present.


Having understood permission-based marketing, the benefits, and the best practices, it’s time you add it to your B2B marketing strategy.

Permission-based marketing is a secret to building long-lasting relationships with your customer.

With good relationships, you will always get a better ROI and have a good brand reputation.