Permission granted: Mastering consent for effective Email Marketing

In the world of email marketing, there's one word that reigns supreme – consent. As an email marketer, before you hit 'send', it's vital to ensure that you've received the appropriate permissions from your subscribers. Not only is it respectful and ethical, but it's also legally required by laws across the globe.

So, what exactly is consent in email marketing?

Simply put, consent refers to an individual explicitly agreeing to receive email communications from you. This permission is typically acquired through a process known as 'opt-in', where a user actively subscribes to your email list, usually by filling out a form or ticking a box on your website.

Consent in email marketing can be generally defined in two ways - Explicit and Implicit.

  1. Explicit Consent: This occurs when subscribers directly express their willingness to receive your email communications, such as when they fill out a subscription form on your website or check a box during the checkout process. Consent should also be verifiable so that you are always able to inform subscribers about how they made it into your email list.

  2. Implicit Consent: This is a little trickier. It applies when you have an existing business relationship with the individual – for instance, they've purchased a product or service from you. While you might have their email address, it's always recommended to obtain explicit consent for marketing communications to ensure clarity and respect for their preferences.

Why is consent so important?

The answer is threefold: It's a matter of respect, reputation, and legality.

  1. Respect: When you ask for consent, you're showing respect for your customers' boundaries and preferences, building a relationship based on trust.

  2. Reputation: Sending emails to people who haven't given you permission is a quick surefire way to harm your brand reputation. It increases the chances of your emails being marked as spam, damaging your sender reputation and email deliverability.

  3. Legality: Laws such as the GDPR in Europe and the CAN-SPAM Act in the U.S. require businesses to obtain consent before sending marketing emails. Non-compliance can lead to hefty fines...

Not to mention, emails sent without consent are more likely to be ignored and deleted. By focusing on unresponsive segments, you divert resources from targeting engaged subscribers who are more likely to convert, engage, and contribute positively to your email marketing goals.

What you can do:

The key is simple: always obtain permission before sending email campaigns. Never assume consent, and if you’re unsure, always confirm. Depending on the email marketing platform you use, there are numerous helpful features available to ensure compliance and enhance engagement with your subscribers. For instance, in Klaviyo, our platform of choice, you can easily access features that allow you to view a subscriber's consent.

In conclusion, understanding consent and permission in email marketing is essential for those aiming to establish a successful and sustainable email marketing strategy. It unlocks the potential to foster deep and meaningful relationships with your subscribers, nurture a strong sender reputation, and ensure compliance with legal obligations.

Remember, success in email marketing isn’t about the numbers on your mailing list, but about the quality of connections. It’s about treating each interaction as an opportunity to honour preferences and deliver value that resonates.

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