Permission marketing is a marketing strategy where businesses seek the explicit consent of their target audience before sending them promotional messages. This involves obtaining the recipient's permission to receive marketing materials, which can be given in the form of an opt-in or sign-up process.
For instance, before sending an email to a user or customer, you must first ask for permission using an opt-in prompt. Sending push notifications to mobile devices also requires opt-in permission. Check out this relevant article on how to write compelling opt-in messages for iOS.
The goal of permission marketing is to build trust and foster long-term relationships with customers by providing them with relevant and valuable content that they have requested. Permission marketing is often compared with traditional "interruption marketing," where businesses push out advertising messages to a wider audience, regardless of their interest or consent. The concept of permission marketing was popularized by marketing expert Seth Godin in his book "Permission Marketing: Turning Strangers into Friends and Friends into Customers".