Permission marketing is a special form of marketing that requires the express consent of the customer for defined advertising contacts.
With permission marketing, the advertiser requires the customer's consent, and only then may he send advertising mailings to him. Permission marketing is based on the fact that e-mails or other forms of online advertising that are sent to the end customer with the customer's permission achieve a higher level of acceptance and increase marketing efficiency. The basis for permission marketing is the confirmation concept of opt-in and opt-out
: only customers who choose to opt-in and thus confirm that they wish to receive advertising messages may be contacted as part of permission marketing. Theterm was first coined by Seth Godin in 1999.
In order to get customers to opt-in, they are offered discounts or sweepstakes in order to get them to agree to receive promotional mailings. In doing so, customers submit their contact information and agree to receive emails, newsletters, and other informational media. In permission marketing, the target groups are analysed and only information
that meets the information needs of the target group is sent to the customers. In permission marketing, legal requirements for personal data within the framework of the General Data Protection Regulation (GDPR) must be observed.