By 2021, global retail e commerce sales will reach $4.5 trillion (Shopify plus,2018). To attract and retain customers online is and will remain the biggest challenge for e-tailer companies. A  number of techniques like Search engine optimization, affiliate marketing ,social media marketing viral marketing ,e-mail marketing, permission marketing are being adopted by companies online. Seth Godin in 1999 introduced the concept of permission marketing which involves taking permission from the targeted individual customer to receive advertisement, newsletter or any other form of online communication send by the marketer. This paper first identifies the different types of permission marketing techniques, its advantages over traditional e-marketing techniques and then its importance for the marketer, customer and the society at large. The study identifies the various do’s and dont’s in permission marketing Further how the permission marketing will revolutionize in near future the way business is being done.

KEYWORDS: Permission marketing, E-tailer, Targeted consumers, E-marketing techniques, Social media marketing.