Permission Marketing
In a world of information overload, automated telemarketing, and spam, most people welcome the idea of permission marketing.
What is permission marketing?
- “A marketing technique that requires the approval of the customer”
- “An approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information”
Why a permission marketing approach is required for a B2C site.
- To create an audience with high interest level by sending certain types of marketing information only to those who have specifically requested it.
- Legality
Spamming is considered as an illegal activity and some states have developed laws and measures to be able to stop spammers. Permission-based email marketing is perfectly legal and this erases the risks and possible costs that are associated with being sued.
- Ethical
Permission email marketing is seen as an ethical alternative to spamming. Even if one is not sued for spamming, it doesn’t imply that people are not irritated by the unsolicited emails. Sending marketing materials that are permitted by the receiver are given a “go-signal” and is considered totally ethical.
- Promote a good image
Companies which employ spamming activities to be able to market their products are instantly hated by the people who receive their emails. Permission-based email marketing gives a company and its product a good corporate image and therefore more appreciated by the targeted audience.
- Target audience
Permission email marketing channels precious resources to the right audience. Spamming throws marketing efforts as if the promoter is blind. People who give their consent to receive emails regarding topics which are appealing to them are people who are willing to spend money for products in that field. Therefore, the right target market is reached rather than carelessly spreading the marketing message - Avoids costs: More cost-efficient because the prospect is already identified and targeted.
Permission based email marketing avoids added costs. Aside from channeling resources to reach the right audience, permission marketing avoids costs that are associated by being sued by people who have been much irritated by spam emails. Other sanctions that are involved with spamming include the loss of the company’s ISP. - Appreciation
Email marketing that is permitted is accepted by people with open arms. Spamming is not really accepted by the public and it is best that one does not engage in this activity.
Example:
Opt-in email where internet users sign up in advance for information about certain product categories
Permission Marketing Cycle:
