Definition

Permission Marketing

Permission marketing is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information. Opt-in e-mail, where Internet users sign up in advance for information about certain product categories, is a good example of permission marketing. Advocates of permission marketing argue that it is effective because the prospect is more receptive to a message that has been requested in advance and more cost-efficient because the prospect is already identified and targetted. In a world of information overload, automated telemarketing, and spam, most people welcome the idea of permission marketing.

Related glossary terms: law of diminishing returns, video e-mail, e-mail postage (sender pays), Opt-In Email, Digital Signage (dynamic signage), Learn IT: How Spam Affects Email Marketing Campaigns, Spam: Glossary, direct email marketing, buzz marketing, Camram (Campaign for Real Mail)

This was last updated in March 2007

Posted by: Margaret Rouse

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