Some marketers might regard an opt-in subscription as the end of the permission process—but it's just the beginning, says Stephanie Miller in a post at the Daily Fix blog.

"Permission does not give marketers a license to just send whatever, whenever," she argues. "In fact, more than just a one-time exercise, permission must be re-earned with every message."

Here's how to implement a strategy that continues to request permission from a subscriber long past the initial "yes":

Send relevant content only when a subscriber needs it. It's fine, Miller notes, to remain visible with a newsletter sent on the third Thursday of every month. But the frequency of promotions and offers should reflect a customer's apparent readiness to buy—for instance, if he or she has made a recent purchase or is up for renewal.

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