What Exactly is Permission Email Marketing ?
Permission based email marketing concerns structuring an unending association of increasing depth with email customers. Seth Godin, a very highly regarded guru-success of online marketing, has this to say about permission email marketing “turning strangers into friends, and friends into customers.”
Here permission email marketing features:
Opposite
One can understand the permission based email marketing better if one scrutinizes the opposite; interruption email marketing, also known as “Spam.” This occurs when you receive unsolicited emails that appear out of nowhere onto your emails.
Construction Of The Relationship
The thought is that any web site contains a golden opportunity to enable you to construct a relationship with visitors to that site. These visitors can then turn into friends, and eventually even clients. The act of “permission email marketing” happens when a visitor asks for free articles, or some sort of checklist or even simply asks to be put on your mailing list; they have voluntarily given you their email address. That starts the relationship. Having the visitor join your social media site on LinkedIn, Twitter, or Facebook, or perhaps receive your blog posts using RSS also begins those kinds of relationships.
Covering Bases
By enabling your visitor to somehow invite your emails, through permission email marketing, you are in effect covering your bases. Now, if they receive your emails, they will associate the email with an overt action on their part, rather than be shocked, dismayed, and irritated by receipt of your email.
Two Different Types
There are two different types of permission email marketing though, each totally separate and distinct:
- Explicit permission – Filling out something on your site that gives them your email address specifically for something, such as the free articles mentioned above. Also known as “opt in” marketing.
- Implicit permission – This is where permission is implied at, such as using a search engine to find a lady’s handbag, for instance. Now, when you receive email for a handbag site, it is because you implied your readiness to receive the email. Another instance of implicit permission is leaving a checkmark checked on a site that states that you request further information.
It should be obvious to you by now, that explicit permission is substantially better than implicit permission as far as the recipient’s reaction to your email. Your chances of having permission email marketing read are exceedingly better, and the chances of turning that stranger into a friend, and further into a customer are also a great deal better.
In these days of Spam blockers, “sweeping” removal of emails from your email program, or just “hot fingers” that run down emails quickly to toss out all but those from friends, it behooves anyone in the email marketing business to stay away from broad blanket mailings, or unsolicited promotional messages. The days of that type of marketing being successful are definitely gone and only the uninformed marketer uses it anymore, and the days of permission email marketing are taking over.
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