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.

中文翻译：

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根据许可营销方法使用电子邮件营销来促进学习计划

数十年来，使用电子邮件进行促销。消费者和潜在消费者没有收到大量的电子邮件，他们并没有要求它们，并且在大多数情况下并不能为他们提供足够的价值。从这个意义上讲，许可营销方法带来了许多新颖性。促销消息的发送者在与潜在和当前消费者的关系的各个阶段中都努力争取获得与他们进行交流和交流适当价值的许可。在这些阶段（吸引，转换，关闭和愉悦）中，电子邮件营销占据重要位置。当涉及到高等教育机构时，使用这种方法也是可能的并且是理想的。在本文中，设定了几个目标。首先，它指出了许可营销的特定功能，实施阶段，以及适用于不同阶段的各种工具。此后，提出了根据这种方法促进高等教育机构的一般性建议，特别侧重于电子邮件营销。最后，给出了一个使用电子邮件进行促销的例子，并严格按照许可营销方法，参考了国内高等教育机构的所选学习课程。