What is Permission Marketing?
Permission: to acquire consent, authorization, agreement, the go ahead.
Marketing: the act of promoting, selling and advertising.
As opposed to other forms of media and direct marketing, which
are often referred to as "interruption" marketing.
In a permission based marketing world there
would be no irrelevant junk mail delivered to your letterbox,
and the only emails sent to your inbox would be anticipated
by you and relevant to your personal situation.
The key objective of Permission Marketing
Can you imagine every message you send to your customers being expected, and opened with anticipation. A permission based mailing list or database targets only those customers who are interested in what you have to
offer (product or service). This is a huge saving in time and money.
Permission Marketing presents an excellent
opportunity for small to medium businesses, allowing
them to compete and get their message across without
(and in spite of) the huge marketing budgets expended by
their corporate competitors.
How does it work?
Permission Marketing works by inviting the customers to opt-in to receive communications from you. This invitation
should be included in your complete marketing mix.
Your messages are then successfully dispatched only
to your target market. Your database of opt-in customers
will become a valuable asset by making available current
information from your clients responses and purchases.
Market research and product sales forecasts are only
a few of the benefits.
How do I get this permission?
- From your existing customer information:
- contact the customer
- obtain their permission
- Purchasing or hiring a 100% opt-in list. This is a costly method, but often more practical if there isn't a house database available. It will kick start your campaign.
Our services include guidance on building your house list or we can supply dependable list providers.
Permission Marketing -
The subject of Permission Marketing is covered best by author Seth Godin in his
bestselling book "Permission Marketing: Turning Strangers into Friends And Friends Into Customers"
Permission Marketing was an Amazon.com
Top 100 bestseller for a year, a Fortune Best
Business Book and it spent four months on the Business
Week bestseller list. It also appeared on the New
York Times business book bestseller list.
You can obtain the first four chapters of the book
from Seth's web site at www.sethgodin.com/permission
- it is highly recommended reading.