A permission reminder is a text that explains the reason why you have received a commercial email. This text is usually located in the footer of an email. The term "reminder" indicates its primary goal – to remind those who receive the email that they once subscribed to be on the mailing list

It is considered to be a good practice to include permission reminders into email marketing campaigns. Subscribers do not always remember that they opted-in to receive marketing information. Thus, such a reminder will diminish the chances subscribers will mark your email as spam

See the example of a permission reminder below:

Some marketers also use permission reminders as an instrument to create a more emotional attachment and more engagement into the brand. They apply humor and creativity in permission reminders, which can help build a bridge of trust and increase brand loyalty.

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