They did a call out in-store, on marketing materials and in the local mall’s display board asking patrons to opt into SMS messages for a schedule of local sports personalities coming into the store for autograph sessions. Last week a conversation in my office really got under my skin. My coworkers Cristina and Karen were discussing that a large retailer asked them if they wanted to be green and have their store receipt emailed over to them. Now on the surface this seems very logical, less paper equals less trees being cut down. Permission based marketing should offer value to both sides.