Permission marketing is a term coined by Seth Goding more than 12 years ago in his book “Permision Marketing”, in which he exposes this concept that revolutionized the way marketing professionals conceived this medium.
Permission marketing, in short, refers to the duty of the marketers or those responsible for the marketing strategy to request permission from the client or prospect before sending them advertising or information about the company.
This concept is applied to offline and online marketing practices, however, in online marketing it is much more indispensable. Let’s think about the amount of advertising emails that arrive to you … what do you feel? you like? What do you do? Do you read them? Do you erase them? Who gave you your email? you? do not? So Who?
When any of us receives advertising, promotions or unsolicited information from a company in our email or cell phone, we are seeing an interruption marketing action, that is, SPAM.
Interruption marketing is the one that appears at any time in any situation, usually interrupting you and making you lose your most valuable asset: time. The alternative is the “Permission Marketing” or permission marketing, with which, you offer the opportunity to the consumer to volunteer to receive our marketing messages.
This guarantees that the potential client pays much more attention to your messages, so that you can communicate more slowly to tell your story, without the fear and haste to squeeze the few seconds that a possible interruption grants you.
This permission marketing is a long-term relationship, in which the consumer gets rewards by paying attention to messages that are increasingly valuable to him. Imagine that your marketing messages are read by 70% of your prospects, and that 35% of them end up responding to the message. These are the numbers obtained when interacting with your market, with relevant messages that are sent with your permission.
Permission Marketing is:
- Anticipated: People are waiting to receive your messages.
- Personnel: Messages are directly related to the person.
- Relevant: The message is about something the recipient is interested in.
All this does not mean that it is easy. Like all good things, getting the permission of your potential clients so that you can send them your messages is not an easy task, but you should consider it as an investment.
Do not use old or purchased databases, build your own list of potential customers and request their permission to send you information either online or mobile. You can generate registration incentives on your website to get your emails and your permission, so off line asks you to fill out a registration form when you request reports and it includes a note asking permission to send you information.
Personalized, anticipated and relevant communication has infinitely more impact than abusing the data of a person who has not requested information from you. The image you are going to project will be more negative than the number of clients that you can actually capture using data without permission.
Permission marketing is the one that manages to transform strangers into your friends, your friends into customers, and your customers into evangelizers of your brand or product.