Access to educational content. Certain consumer products benefit from sharing additional context with customers. As developer Kathy Sierra argues in her book Making Users Awesome, no one wants to be “good at cameras,” they want to take beautiful photographs. Consider producing a free piece of content that contains tangible value for your target customers and will put them into a buying frame of mind. The best converting lead magnets offer something visitors can immediately apply and that highlights a gap your product can fill.
One type of transaction email that’s essential for any online store is cart abandonment emails. These are the emails that you send out when potential customers add items to their online shopping cart, but don’t follow through on a purchase. These could provide an opportunity to increase your potential profits since approximately two-thirds of shopping cart transactions are abandoned.
42. Breathing life into dead pages: Traffic doesn’t necessarily stop flowing to an event, giveaway, or promotion page as soon as you hit the expiration date and stop promoting it. Make sure latecomers still have a way to stay connected by updating those pages with a LeadBox™. You can use it to offer a “consolation prize” lead magnet, or simply provide the chance to get notified of future events and promotions.
However, as email marketing developed as an effective means of direct communication, in the 1990s, users increasingly began referring to it as "spam", and began blocking out content from emails with filters and blocking programs. In order to effectively communicate a message through email, marketers had to develop a way of pushing content through to the end user, without being cut out by automatic filters and spam removing software.
A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.