October 27, 2017
Way back in 1999 our favorite marketing guru, Seth Godin, coined the phrase “Permission Marketing”. He defines Permission Marketing as “the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.”
Over the last 27 plus years, permission-based marketing has evolved to become critical element in any business’s digital marketing strategy. Unless you gain the consent of a prospect before you start sharing direct information with them chances are very good that your effort to engage with that prospect will fail.
Email marketing is a prime example of a digital channel for sharing direct information. Consider these staggering statistics. Nearly 270 billion emails are blasted out worldwide every day. Approximately 50% of those emails are considered spam. That’s an awful lot of unwanted email sent to people who have the power to do some serious damage to your business’ credibility and your brand.
Complying with initial opt-in steps to gain email permission may sound like a pain in the rump but it is vital if you want to achieve success in attracting and engaging your target audience.
On the bright side, here are the 5 main benefits to gain when properly practicing permission-based marketing:
Quality Leads: Permission-based marketing allows you to attract prospects with a true interest in what you have to provide, plus it minimizes complaints and protects your brand reputation.
Higher Conversion Rate: By dedicating your effort to people who have agreed to connect, you can focus your message on what your prospects are actually interested and eventually more likely to buy.
Personalization: It allows gathering the information about the prospects to help segment the list and continue to engage your target audiences with additional relevant content.
Builds Trust: Permission-based marketing instills more trust and confidence and builds a long-term relationship between a prospect and a marketer.
Improves Customer Relations: Permission-based marketing helps achieve repeat business and referral business through word-of-mouth marketing.
Final word: You’re marketing plan is much more likely to succeed when you take the time to earn your prospects permission to start a direct engagement.