Permission marketing
Permission marketing is an approach that bases commercial communication on people’s prior, voluntary consent to receive messages from a brand
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Seth Godin popularised the term in his 1999 book Permission Marketing, as an alternative to interruption marketing, which seeks attention without having asked for it. Its core idea is that anticipated, personal and relevant messages earn more attention and trust.
In practice it relies on mechanisms such as opt-in and double opt-in, easy unsubscribing and respect for the agreed frequency and type of content. Laws such as the GDPR have turned part of this idea into a legal requirement, although legal consent does not by itself guarantee that recipients are interested.
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