Have you ever signed up to receive email updates and special offers from a brand you love? Chances are, that answer is “a thousand times, yes.” Say you open your email to see a new promotion from Starbucks. Maybe for your birthday, you’re offered a free drink or a coupon for 20% off. That offer, and others like it, are examples of permission-based marketing.
Permission-Based Email Marketing
Permission-based marketing is a term coined by Seth Godin. It explains how businesses can market to a subscriber who gives their permission to be marketed to or “opts-in” to receiving offers and announcements from a brand.
In his book, Permission Marketing: Turning Strangers into Friends, and Friends into Customers, Godin explains that consumers should have the power to choose how they’re marketed to. When consumers agree to receive marketing emails, marketers are better able to understand and cater to their interests.
If you sign up for Starbucks Rewards, it’s likely because you love their drinks and think the incentive of earning points for each vanilla latte you buy is a pretty good deal.
You might also enter your email address to access an analytics report and check a box giving the company permission to send you other relevant content offers. These instances involve the customer providing information in exchange for something of interest — the basis of permission marketing. In short, it’s a way to niche market to customers on their terms.
There are two types of permission marketing: express and implied.
- Express-permission marketing – The consumer provides their email to receive marketing messages. For example, they might sign up for a newsletter. Express marketing is common when creating new business relationships.
- Implied-permission marketing – The business has an existing relationship with the consumer. This might include someone who’s a current customer or frequent website visitor.
Whichever form of email marketing is being used, both hand the reins to the customer, giving them control over when the relationship starts and stops.
Permission-based marketing is a way for businesses to offer incentives that align with customer interest.
Receiving permission to market to your recipients is a way to build trust, value, and brand loyalty with consumers. Sending non-permission based offers can result in consumer frustration, privacy violations, and lost business.
Is Permission Marketing Worth It?
By now, you’ve likely figured out that permission marketing is a cost-effective marketing method. That’s not the only upside. Other pros include maintaining strong client relationships, reputation building, and boosting leads.
By investing time into what customers want to see, customers will become loyal to your brand. Businesses also build a positive reputation by delivering high-quality email marketing to audiences.
Further, permission-based marketing generates new leads. When someone subscribes to your content, they’re subscribing to learn more about the services your business offers.
But, not everything is coming up permission-based marketing roses. Permission marketing does have its downsides. For example, because these permission marketing emails are often automated, businesses must be wary of …read more
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