Permission Based Email Marketing
Without Your Customer's Permission
Your Emails May Be Trashed
It's The Latest Trend... Asking for Permission To Sell.
Permission based email marketing is a relatively new marketing tool.Email kicked off around 1965 and was used primarily between larger companies. In the 1990’s when the internet hit the public arena, email marketing emerged. However in a relatively short period of time, a number of issues resulted due to the amount of emails being sent. Large numbers of email addresses were being sold to companies as marketing lists. Naughty, naughty. Over time, consumers started to catch on and spam filters were becoming smarter and sending marketing emails to the junk folder.
What is Permission Based Email Marketing?
Good question... I’m glad you asked.It’s one of the most used
permission marketing
strategies. Permission based means the recipient has agreed to receive emails, usually via a sign-up box on a web page. The style of email marketing has changed to make the emails sent more informative and helpful to the consumer to encourage more interest in the company and their products & services.
Here's a Simple Example.
A bookstore such as Barnes and Nobles has a permission based email strategy which works like this.When you purchase a product from their store or visit their Web site, they ask you if they can keep you updated, by email, with what's going on. The proviso being that you can opt out at any time. The bookstore then starts sending emails which include promotions such as discount coupons, special deals, new releases, book signings, etc. The consumer will keep on receiving emails until they ‘opt out’ by advising the seller they do not wish to receive any more or simply clicking on a unsubscribe link that appears on every email.
The Benefits.
Relationship marketing
is extremely powerful and one of the prime benefits of permission based email marketing is that it builds relationships.Over a period of time, trust & credibility is built up with your customers which warms them up for selling. Customers who have given permission for you to communicate with them are for more likely to purchase from you. A no brainer wouldn’t you say. Other benefits include – • Sell off overstocked items to make way for new stock
• Build your customer base by offering referral incentives
• Conduct surveys to find out what your customer’s like & dislikes are. And... it’s extremely cost effective, almost free in fact. Using permission based email marketing you can gain some valuable information about your customers if you go about it the right way. Through feedback forms, competition entry forms, etc you can find out such information as – • Age
• Sex
• Income level
• Special interests
• Marital status
• Where they live
• Education
• Jib title
• The industry they’re employed in Permission based email marketing is a terrific tool. It allows you to learn more about your customers and the more you know about them the more you can sell to them.
Modern Net-Wit:
"I was trying to daydream, but my mind kept wandering" ......................................................................Steven Wright
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