Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted. Real permission is different from presumed or legalistic permission. Real permission works like this: if you stop showing up, people complain, they ask where you went. I got a note from a Daily Candy reader the other day. Permission is like dating. Permission doesn't have to be formal but it has to be obvious. Subscriptions are an overt act of permission.
Related: Internal communication
• Module 3 Audiences: Reading Material