Permission based marketing is what happens when someone gives you the privilegeof delivering anticipated messages to them because they WANT to see your offer. Marketers who get this right win every time.
Why permission based marketing is so important. Consumers are becoming smarter and smarter. Much like many of us mute the TV or go get a snack during commercials, people can ignore our emails. But when someone is expecting your email, they are much more likely to read it.
Understand: Real permission is completely different from assumed permission. Getting someone’s email address on a business card does not mean you have their permission to start marketing to them.
Permission based marketing can be thought of much like going to your local bar. You may want to meet someone and your goal may very well be to go out on a date. But you want to start slow, get to know them, build some rapport, then ask for the date.
Double Opt-In. The best way to get permission is to start by treating your subscribers with respect. One of the best ways to do that is the use of double opt-in subscriptions to your newsletters or email series.
Another sure-fire winner is to actually ask, when someone gives you a business card, if you can email them your information. A quick technique is to add a check mark to the card if they say “yes” and an “x” if they say “no”.
If you are collecting cards at at trade show, be sure to clearly explain that they will be joining your email list.
Essentially, when you get permission, you are making a promise. You are saying, “I will do x, y and z. I hope you will give me permission by listening.” Don’t assume you can do more. Don’t sell the list. Don’t rent the list to someone else. Don’t change the entire focus of your campaign without getting their permission first/again.
To quote Seth Godin: “If it sounds like you need humility and patience to do permission marketing, you’re right. That’s why so few companies do it properly. The best shortcut, in this case, is no shortcut at all.”
Take the steps to do it right and watch your business grow.