Sign up free Log in

What is permission email marketing?

Newsletter2Go is committed to permission-based email marketing. That means that we forbid our clients to send unsolicited bulk email, also known as spam. In simplest terms, “spam” is an email message sent to a group of recipients who have not explicitly requested to receive it. Permission marketing means sending out campaigns to people who have asked to receive them.

Permission marketing is the safest way to build brands effectively, foster relationships with their clients and generate profit.

email marketing automation

Permission Marketing at a Glance

Permission-based email marketing means express consent to receive marketing communication. Express consent means that potential subscribers are asked specifically to consent to mailings.

Permission marketing should also be verifiable. Therefore, we recommend getting written permission from each subscriber. Newsletter2Go double opt-in signup forms got your back – they automatically handle this for you. Once your potential reader gets an email, they need to click a button to confirm their consent to marketing communication and email address. Newsletter2Go makes permission marketing easy. We store the date and time of each confirmation, so that you can always produce verified permission, if required.

Double Opt-in advantages

A key ingredient to permission-based marketing is a double-opt in option Newsletter2Go provides you with a personalized newsletter registration form that you can integrate easily into your website, or deploy as a pop-up. You can create your own fields for the registration form, collecting as much or as little data as you’d like.

Permission email marketing enables you to build up your contact list quickly, easily, continually and, most importantly, legally. This is a particularly important tool for generating leads and new recipients and ultimately increasing sales and growing your business.

  • You are certain that email address in your database are valid
  • You will experience fewer hard bounces. The more hard bounced you get, the higher risk your campaigns will get flagged as spam
  • You will enjoy a great record at email providers
  • You have a valid proof (email and data on the server) that subscription request was made
DOI Contact Import

Consequences of not complying to permission marketing

It’s in your best interest to always go for adhere to the permission email marketing practices. Chance subscribers are very likely to report your campaigns as spam, and less likely to make purchases.

What is more, spam reports are likely to lead to aggressive spam filtering or even blacklisting. That means that some of your subscribers may not receive any of your campaigns.

Spam Reports

20 percent of email users mark emails as spam that they know aren’t spam. Many do it in an attempt to unsubscribe from email communication, because there is no unsubscribe link in the email. Unless you have a visible unsubscribe button in your campaigns, your subscribers are likely to mark your emails as spam.

Many email users are also quick to report spam if they aren’t familiar with the company. What you could easily do to mitigate that risk is to send campaigns regularly so that your audience wouldn’t forget you.

Spam Filters

Even if all of your subscribers are happy with your emails, it doesn’t mean that your campaigns can’t get flagged. Aggressive spam filters that detect spam-like content or sloppy code, will blacklist you. Avoiding getting flagged is easy – check our blogpost on how to design a fail-safe email campaign.

Internet Service Providers (ISP) and anti-spam services have been increasingly sharing records with each other. What that means it that a firewall could be programmed to scan any email for URLs that have previously been blacklisted or reported as spam, and block the email that contains them. Had someone business mentioned one of your blacklisted domains in a separate email, the ISP could block that user’s emails too. Even if you get reported only once for a spammy message, your clean content can be blocked in the future.


If a high number of people marks your campaigns as spam, you can expect to have your campaigns blacklisted. Once that happens, your messages will be blocked. ISP usually have low thresholds for blacklisting, which means that even a few complaints might make a difference and successfully hinder your marketing efforts for a long time. Therefore, it is crucial that you implement a solid permission marketing strategy. Read more about blacklists.

List Acquisition Practices

E-mail list hygiene is crucial component of permission marketing. Keeping a clean list translates into higher deliverability rates and, ultimately, higher sales volume. Please consult the list below in order to learn more about acceptable and unacceptable email address acquisition practices.

Acceptable Unacceptable
Organically Acquired Purchased Lists
Opt-in List Rental Harvested Lists
Co-Branded Messages Opt-Out Email Append
Co-Registration Opt-Out List Rental
Transactional Messages Opt-Out Co-Registration
Other Contacts Acquired Via Opt-In Other Unsolicited List Acquisition Practices

As our client, you agree to comply to the permission marketing policy and only send campaigns to addresses you have acquired through methods listed in the left column.

Permission marketing as a prevention measure

To ensure that your customers will always be looking forward to receiving your emails, you need to make sure you comply with permission email marketing. Forget about buying off email lists – sending out unsolicited marketing campaigns may cost you a lot. Permission marketing will easily prevent reputation loss. Using a double-opt in form and sending your subscribers confirmation email is simple with Newsletter2Go.

Permission marketing is a simple tool with the Newsletter2Go email marketing software.

Want to learn more about successful email marketing practices? Download our free whitepaper on 10 best tips for successful email marketing in commerce.

Permission marketing can convert visitors into buyers, build and maintain strong relationships with your customers based on values and trust, and turn one-time buyers into lifetime clients.

Newsletter2Go uses cookies to provide you with the best possible service. If you continue to surf the site, you agree to the cookie usage. I agree.