# Permission marketing: what it is and how it works
> Permission marketing bases commercial communication on people’s prior, voluntary consent to receive messages from a brand.
URL: https://www.zorraquino.com/en/dictionary/advertising/permission-marketing.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Interruption marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/interruption-marketing.html)
- [Opt-in](https://www.zorraquino.com/en/dictionary/digital-marketing/opt-in.html)
- [Double opt-in](https://www.zorraquino.com/en/dictionary/digital-marketing/doble-opt-in.html)