Why it works
Permission emailing works because it embraces todays marketing paradigm. It's based upon trust and personal preferences. Because permission emailing is customer-centric, it puts the customer in control.

Permission email marketing safeguards the recipient’s rights by requiring that they confirm their interest in receiving email before they are sent any messages. They must intentionally agree to receive communication by signing up from an incoming verification email requesting they take action to verify by clicking on a specific link, thereby capturing the IP address, routing information and guaranteeing that the procedure was done by the owner of that email without question, Referred to as "verification opt-in", the recipients verification data is stored indefinately in a searchable database and this database keeps track of the recipients actions as they may unsubscribe at any time and all email messages are clearly identified as coming from the approved sender.

It's effective because the medium of the internet is really about persuasion - and persuasion is based on permission. It's easier to sell products and services to people who have given permission. And most importantly, it's cost effective.

Increasing sales and profits
Profits increase when you make more sales and spend fewer marketing dollars. That's where permission email marketing comes in.

It provides a better return on investment (ROI).

Advantages of permission email over traditional forms of direct marketing:

• Delivers receptive audiences
  Your offer reaches an audience that has already expressed an interest in the topic of your message.
• Low cost
  Compared to other forms of direct marketing, email marketing is significantly less expensive.
• Fast and efficient
  Traditional direct marketing programs can take months to create and implement. Then, you wait another few months to analyze the results in order to determine success. By contrast, permission email marketing campaigns can be executed in days.
• Easy to test, track and evaluate
  Email is an ideal testing medium, offering a range of trackable events. Email enables you to test different list sources, combinations of interest categories and creative approaches.
• High response
  Typically, permission email campaigns result in significantly better response rates than traditional direct marketing or other types of online advertising.

Typical direct marketing response rates:
.05% - .2%	Bulk Email (spam)
.2% - .5%	Bulk Direct Mail
.5% - 1%	Banner Ads
1% - 4%	Targeted Direct Mail
4% - 12%	Permission Email