Why is permission based email more effective?
Permission based is more effective than non-permission based for two basic reasons. First, these people tend to be individuals who prefer to communicate through this medium as evidenced by their double opt-in to the source database. Second, permission based results in fewer opt-outs, fewer objections from you constituent base. Ultimately, the goal of sending email to your file is to garner response. Our research shows a three to one response with permission based vs. non-permission based email.
