Permission based marketing is direct
marketing where the audience has communicated
an interest in your products or message
via an opt-in channel such as a subscription
page on your web site.
Benefits of Permission
Permission based marketing is a largely
overlooked tool available to the web
enabled business. Permission based marketing
provides many benefits to companies that
make the investment:
- Build new relationships
- Increase customer loyalty
- Increase sales
- Reduce excess inventory
- Balance demand on service companies
marketing treats the entire audience
the same. A paper brochure or mailer
looks the same to a stranger as it
does to your best customer. Web enabled,
based marketing uses information
provided by the audience to tailor the
to each member of the audience while
still maintaining the efficiencies
of mass communication.
By tailoring your messages and including
valuable information, you can
that your message is desired
and read by your audience.
Media & Channels
There are as many media for permission
based marketing as you can imagine. A
few of the more popular include:
- Newsletters - either about the business
or often times these are more effective
as industry newsletters, sponsored by
your business. The best newsletters
are short summaries with links to more
detailed information on your web site.
- Sequential messaging - Sequential
messaging is much more personal than
newsletters or other broadcast information.
A sequential message campaign delivers
a sequence of usually educational messages
to new prospects based on when they
first contacted or opted-in. The sequence
is designed with more general introductory
information at the start of the relationship.
When a prospect has been subscribed
for a few weeks the messages can tackle
more in-depth issues. Sequential messaging
is a uniquely powerful tool for building
loyal relationships with prospects
and customers. A side benefit is that
educated customers are often your happiest
and most profitable customers.
- Broadcast specials - are a great
way to keep your customers interested
in your permission based marketing
messages. They also serve to fill in
your slow times, liquidate slow
moving merchandise, or capitalize on
special deals from your vendors.
- Reminder notes -
From dentist visits to oil changes,
just about every business
has a recurring sales cycle. Why not
touch base with your customers and
a regular basis, after a visit or sale
or perhaps when subscriptions are expiring.
Build Relationships and a Loyal Customer
Permission based marketing should be
a part of your coordinated marketing
effort. Your web site will introduce
your business and product to thousands
of new prospects. Research shows that
most purchases are made after 8 contacts
between a company and a sales prospect.
Yet it only takes 1/10,000th of a calorie
to click away from your web site.
A well executed permission based marketing
program is a vital tool to address the
gap between an introduction and a business
relationship. By presenting prospects
with high value well crafted messages,
you show that you care and increase your
credibility setting the tone for the
business relationship to
follow. It is this comfort level that
helps prospects make buying decisions.
The same benefits apply to your existing
customers. A high value messaging campaign
validates their original purchasing decision
and encourages them to do repeat business
Making it Happen
Implementing a permission based marketing
campaign is not expensive. It merely
requires a commitment to communicate
with customers and prospects. The technology
involved is inexpensive or in some cases
free. The user interface is simple to
operate even for non-technical personnel.
The main investment comes in generating
a plan for a sustainable communications
effort and following through with regular
high-value messages to your audience.
E7systems currently has several customers
with active permission based marketing
programs ranging from direct sales broadcasts
to informative newsletters. We work with
a combination of custom and off-the-shelf
software packages to meet or clients
needs at a low cost while providing a
robust feature set (when needed).
To further explore how permission based
marketing can improve and develop your
business, please contact us. We look
forward to hearing about your business