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When a marketer has a list of email address where explicit permission (Opt-In) to send commercial emails to list members has not been granted, an initial permission campaign can be used obtain permission via email. Typically, an initial permission campaign is used to extend the reach of email communications from relational or transactional messages to marketing messages. However, to execute an initial permission campaign, the marketer should have some form of pre-existing relationship with the list member. As a general rule, if the list member were to receive a message from the marketer, the list member should not perceive the message as "Unexpected".
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