Permission is a crucial aspect in any civilised society. Children learn how to ask permission to depart from the dining table. Most of the drivers ask permission through signalling when they want to change lanes. Permission also performs a crucial role in marketing. The idea of permission marketing is closely linked with Seth Godin who was among the first people to research and make it popular.
Seth described permission marketing as a privilege, and not a right, to deliver expected, respective, and appropriate messages to individuals who need them. Marketers who ask for permission understands that when a person decides to pay attention, you will get something precious in return. With such, you cannot acquire their attention back if they deny. Therefore, attention is a critical aspect of marketing, something to be respected and not misused.
The specific message that Godin handed over to email marketers is that having a person’s email address does not permit you to send them promotional emails.
Requesting for permission is not only respectful, but it is also beneficial for business. Businesses that acquire and develop permission-based email lists benefit from superior free click-through rates on their email promotions. They can steer increased levels of sales and returns from their email advertising projects.
On the other hand, businesses that have the wrong idea about email marketing see low free click-through rates on their email campaigns and lose out on potential customers and sales. Email marketers who disregard asking for permission encounter even more drawbacks. Individuals who have not permitted you are more likely to mark your emails as spam, and not likely to engage with your content or generate sales. Getting your campaign reported as spam can cause blacklisting. This makes it difficult for some of your featured subscribers to get your email campaigns. To cut a long story short: The best practices email marketing practices require you always to obtain direct permission.
There is also a regulatory element of permission-based marketing. It is among the primary attributes of the CAN-SPAM act. The act gives subscribers the right to stop marketers from sending them emails and can punish marketers who don’t ask for permission when sending emails to their subscribers.
How Do You Do Permission-Based Marketing?
There are two forms of permission in email marketing: implied and expressed.
You acquire implied permission to send emails to an individual if you already have a business relationship with them. This could mean that: they can be active members of your community, club, or website, they donate to your charity, or they are your existing clients.
Alternatively, if you don’t have implied permission to send a promotion email to people, then you require to get express permission. Express permission is attained when an individual particularly permits you to send them your campaigns via email. They can give you permission by filling out their details into your online store newsletter subscribe form, or by entering their email address in the subscribe form on your site.
The steps below can guide you on how to obtain and retain email permission when promoting your business online:
- Utilise the right methods to acquire email addresses
If you want to incorporate a new member to your email list, it is crucial that you get consent, either express or implied.
- Be sincere during sign-up
Let your subscribers know the type of content they will be getting on your promotional emails when they subscribe.
- Add an option to opt-out
The interests of your featured subscribers may vary over time and sending them emails will no longer be valuable to both of you.
- Never rent or buy an email list
Subscribers need emails from those businesses they have approved, not a stranger third party company.
- Be persistent
Monitor your account for grievances and unsubscribes, then ensure that you remove the addresses that have unsubscribed from your email lists and provide a solution to any complaints.
- Monitor your reports
Always keep an eye on your unsubscribe rate. If you lose many subscribers per month, you need to adjust.
- Add a permission cue on your emails
A permission reminder improves the reliability and assists you to provide a setting for your emails.
- Don’t send too many emails
Respect the honour of communicating with your subscribers by avoiding communicating too often.
- Update your email lists regularly
Request for updated info and offer subscribers with a simple means of changing their email addresses.
- Respect the privacy of your subscribers
Getting permission is a scalable, profitable, and long-term approach that finances itself. So, ensure you adhere!