Background: Permission-based email marketing relies on consumers' permission to receive marketing emails. This perspective of marketing offers a cost-effective way to engage with interested customers, offering personalised content and exclusive offers. Further, it influences purchasing behaviour and customer retention, emphasising the importance of trust in successful campaigns. However, research emphasises the necessity for further exploration into the impact of promotional emails on consumer attitudes and emotions.  

Purpose: This research examines consumer attitudes toward permission-based emails from a Swedish perspective. Further, the study aims to explore how these attitudes influence brand loyalty.  

Method: This study adopts a positivist approach, employing a deductive method and quantitative data collection. Data collection for this study was gathered through an online survey using a convenience sampling method. A total of 145 respondents contributed to the data set. The result is analysed using Structural equation modelling to understand relationships between several constructs.  

Conclusion: This thesis's findings indicate a positive attitude toward Permission-based Email Marketing, with perceived personal relevance and current engagement being key predictors. A positive association between attitude towards permission-based email marketing and loyalty was determined. Contrary to prior literature, perceived privacy concerns and registration efforts were determined not to influence attitudes significantly. Collectively, the results emphasise the significance of personal relevance and engagement in shaping consumer perceptions of permission-based email marketing, ultimately enhancing brand loyalty.