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The use of e-mails for promotion has been in place for decades. A large number of e-mails received by consumers and potential consumers are not requested by them and in most cases do not provide adequate value for them. In that sense, the permission marketing approach brings in multiple novelties. The sender of the promotional message strives at all stages of the relationship with potential and current consumers to obtain permission to communicate with them and to communicate the appropriate value. Within these phases – attract, convert, close and delight – e-mail marketing takes a significant place. The use of this approach is possible and desirable when higher education institutions are concerned as well. In this paper, several goals are set. First of all, it points to the specific features of permission marketing, the phases of its implementation, and various instruments that are adequate for applications in different phases. Thereafter, general recommendations for the promotion of higher education institutions in accordance with that approach, with special emphasis on email marketing, are provided. Finally, an example of promotion with using the e-mail and referring to the selected study program of the domestic higher education institution, precisely in accordance with the permission marketing approach, was presented.

The use of e-mail marketing in accordance with permission marketing approach in promotion of a study program