# Email marketing

Email marketing is sending newsletters and offers by email to people who have agreed to receive them, to stay in touch and sell more.

Source: https://ibenta.no/en/glossary/email-marketing
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

---

Your email list is one of the few channels you own yourself. Your reach on Facebook can change overnight, but the addresses on your list are yours. Tools such as Mailchimp, Brevo and MailerLite make it easy to build and send your mailings, and show how many people open and click.

## The rules you need to know

Under section 15 of the Marketing Control Act (markedsføringsloven), you cannot send marketing by email or text message to individuals without their prior consent. The consent has to be an active choice. The exception is existing customers: if you got the email address in connection with a sale, you can market your own goods and services of the same kind. The customer must then get a simple, free way to say no, both when you collect the address and in every email. Forbrukertilsynet, the Norwegian Consumer Authority, enforces the rules.

## Small and willing beats big and silent

A small list of people who actually want to hear from you is worth more than a big list that never opens. One useful tip a month keeps you in mind for the next time they need you.

## Check your sign-up form today

Open the sign-up form on your website. The tick box should be empty when the page loads, and it should say clearly what people are agreeing to. Then open the last email you sent and check that the unsubscribe link is easy to find.