Every day, we are confronted with thousands of advertising messages, and we can only truly perceive a fraction of them. Capturing consumer attention is becoming increasingly difficult. Direct marketing has also regained popularity and now accounts for about half of marketing expenditures. Although these measures may be successful in the short term, they are merely another burden for the consumer. Permission marketing aims to circumvent these problems by allowing consumers to give their consent to receive advertising. Through email, a long-term customer dialogue is sought, which benefits both the customer and the company. However, permission marketing is currently facing various challenges. Spam emails are leading to a growing aversion to promotional emails and jeopardizing the reputation of legitimate email marketing. Various laws complicate online marketing and also pose problems for permission marketing. Additionally, due to the high volume of emails, many customers are no longer willing to consent to a permission marketing program.

This study aims to clarify how permission marketing can continue to be applied successfully. Capturing the customer's attention is a central issue. Incentives must be constantly renewed, and trust and loyalty must be enhanced through regular email sending. This way, the goal of permission marketing, achieving the highest possible customer lifetime value, can be reached. Since newsletters represent a very efficient permission marketing tool, their usage and expectations were also examined. Through these analyses, various possibilities were identified for how permission marketing can be profitably applied in the future.