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Can I get your email permissions?

Want to improve your email marketing strategy? Then it's important to understand the importance of email permissions. Here I'll explain what email permissions are, how to obtain them and what can happen if you don't.

Frederik Rosenkilde
- Production Manager
Last updated: Aug 28, 2023

What are email permissions?

Email permissions can be translated to 'permissions to send emails'. Think of it as an invitation to your email party. When someone ticks off your email permissions, they are saying "yes please" to receive your emails. This is crucial to building an authentic and engaged newsletter list of people who actually want to hear more from you.

Should you find yourself sending emails to people who haven't given permission, it can damage your brand and its reputation and result in your emails ending up in the spam folder instead of reaching your customers' inboxes. Therefore, it is important to collect email permissions and only send emails to people who have given their consent to receive them.

Furthermore, the legislation is clear! According to section 10(1) of the Danish Marketing Practices Act, it is illegal to send emails for marketing purposes without the permission of the recipients.

How can you retrieve email permissions?

Here's the more interesting part - how do you get people to say "yes please" to your emails? It's all about inbound marketing, where you attract potential subscribers by offering valuable content that they want or need. For example, you can collect opt-ins in the following ways:

  • Online purchases: An effective way to collect email permissions is to ask for them when a customer makes a purchase on your online store. When the customer is about to complete their purchase, you can ask for permission to send them relevant emails.
  • Pop-ups: Use pop-ups on your website to attract attention and invite visitors to sign up. But be careful - pop-ups need to be subtle and relevant so they don't interfere with the user experience.
  • Sign-up form: Place sign-up forms strategically on your website, e.g. in the footer or on a landing page. Make it easy for people to enter their email and join your newsletter list.
  • A great offer: Offer something irresistible that people can only get if they sign up for your emails. This could be a free e-book, a valuable guide or an exclusive discount code.

What happens if I don't collect email permissions?

Your email game will quickly become the talk of the town - whether you're successful or not. If your recipients receive an unexpected email from you, their action could negatively impact your success when you send future emails from your newsletter list. Examples include:

  1. Open rate: First and foremost, your open rate will be negatively affected if you send emails to recipients or to a lead without your permission. It can also happen that the recipient doesn't recognize you or remember signing up for your newsletter. All of this can cause your open rate to be low, which can make it difficult for your email to land correctly in your customers' inboxes in the future.
  2. Spam: Spam primarily occurs as a result of unwanted or inappropriate content being sent out to a range of recipients - such as newsletters. Some will mark your email as spam if they never agreed to receive your emails or if they no longer want to receive them.
  3. Unsubscribe rate: Unsubscribe rate is an important measurement of how many recipients choose to unsubscribe from your newsletter. Sending emails to people who haven't given permission can result in a high unsubscribe rate.
  4. Blocked email: If you send emails to people who haven't given permission, they will be blocked by various databases that will flag your domain as malicious. This can result in your emails never reaching the recipient and can damage your reputation.

Get even smarter and increase your online presence

Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

Learn more at Webamp Academy.

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