As per many countries’ email marketing laws, people must grant you permission to email them before you may send them promotional materials. There are generally two forms of permission: implied permission and express permission. The definition of permission differs depending on the laws of each nation. Implied permission defines someone who already has a working business relationship with you. For instance, they are your customer, give to your charity, or participate actively in your website, club, or community. Express permission describes someone who permits you to send them promotional materials or email campaigns. For instance, they may sign up for your newsletter by providing their email address in a form on your website or in-store newsletter subscription form.