Ensure you attract and retain permission from consumers

Attract the prospect’s attention.
Attract the prospect's attention via an explicit reward - information, education, entertainment, or even cold hard cash - to get them to opt in.

Center every interaction around the consumer.
“What’s in it for me?” is the question that must be answered. You should include affinity programs and promotions to reward consumers for their attention.

Treat permission as a process and not the end goal.
Move customers up the permission ladder via exchange of information, free information booklets, or technology to develop great websites/resources.

Keep the story compelling so consumers don’t tune out.
Consumers can cut their permission anytime. Make sure to craft a compelling message so they won’t lose interest.