Do You Have Permission To Market?

Well, do you? Do you have permission to market? By that I mean are you sending emails to people who have agreed to have you send them? Or, are you sending unwanted emails, i.e., spam? Are you scratching your head right now?

Okay, let's take a step back and start from the beginning.


Permission marketing is a term that was coined by Seth Godin. His definition is as follows, "Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who want to get them."

Did you see that word, "privilege?" As he said, it is a privilege - not a right - to send emails to people because you have their email address.

Have you ever subscribed to a company's blog or newsletter to be notified when new posts are published? Well, that's permission marketing. You have voluntarily given your information to that company, thus giving them permission to contact you. You gave them your permission because they have information you want. You want the information because it interests you, applies to your business and could help you identify and gain qualified leads.

For some marketers, this is a hard nut to swallow. Many are used to buying lists and watching their sales team make cold calls to generate leads and close customers. At the same time, many more are looking to purchase software to automate their marketing.

The reality? You can't have both. If marketers want to use marketing automation software successfully, they're going to have to embrace permission marketing. Here's why.


Permission marketing has helped give birth to the communication rules marketers around the world now follow. But when Seth Godin introduced this term, he was not trying to write anti-spam legislation, he was pointing out a fundamental shift in how people and companies communicate with each other.

Also, asking permission is the right thing to do. Why send thousands of people information about your business when only a very few will ever care? Instead, a permission marketer invites their audience to opt-in for further communication on the topic.

Plus, you will see better results because your communications are:
  • Anticipated
  • Relevant
  • Personal.

We'll have more on this subject going forward, such as detailing those three bullets. Stay tuned!


ITVibes provides marketing automation strategies catered to a business' specific goals. For help or more information, Contact us today!