Permission marketing refers to a marketing team’s methods to persuade its intended audience to agree to receive these messages.
Today, the world is overloaded with information, with identical marketers selling identical products and services, leading to an overload of advertisements and spam.
In such scenarios, permission marketing is a welcome shift. Also, brands are extra-careful in guarding customer information.
They are now removing third-party widgets and other technologies that sell user data without the user’s permission.
Nevertheless, permission marketing also has many challenges to overcome.
Understanding the elements of this approach can help you learn essential skills for your career that add value to a business’s marketing department.
This article discusses what permission marketing is, how it works, and the advantages of this marketing strategy.
What Is Permission-Based Marketing?
Permission marketing refers to a form of advertising where the intended audience is given the choice of opting in to receive promotional messages.
Permission marketing is characterized as anticipated, personal, and relevant.
It is often the opposite of direct marketing, where promotional material is traditionally sent to a broad customer population without their consent.
It allows you to run personalized campaigns to target specific audiences depending on age, gender, geographical location, etc., allowing you to engage your customers effectively.
The approach removes the competition that traditional interruption marketing techniques often manage when trying to catch a consumer’s attention.
The concept of permission marketing has been popularized by Seth Godin, an entrepreneur, and author.
He argued that traditional kinds of marketing, such as invasive or interruptive promotion, were losing their effectiveness as customers gained more control over the content they read.
When consumers agree to receive marketing emails, marketers can better understand and cater to their interests.
If you sign up for Starbucks Rewards, it’s likely because you love their drinks and think the incentive of earning points for each vanilla latte you buy is a pretty good deal.
This problem has been overcome by permission marketing.
Permission marketing is a type of marketing in which marketers seek permission to disseminate marketing materials to their target audiences.
A double opt-in subscription is commonly used to accomplish this.
Consumers are more likely to open an email marketing message if they “double opt-in” than a regular “single opt-in.”
This allows a company to deliver personal and relevant messages to the consumers who want to get them.
Permission-based marketing allows you to build long-term relationships with your customers, turning them into repeat customers.
Does Permission Marketing Matter?
Since traditional marketing is losing its allure and effectiveness and customers are taking control of the information they consume, it’s time to employ some permission marketing strategies.
Remember, permission marketing:
- Has high engagement
- Produces high ROI
- Results in higher conversion rates
- It helps you build solid relationships
What Is Non-Permission Based Marketing?
Non-permission-based marketing is any marketing offers sent to a recipient without their consent.
For example, if you receive an attendee email list from a conference you sponsor and send recipients on that list an email about your latest feature release — this would be non-permission-based marketing.
Receiving permission to market to your recipients is a way to build trust, value, and brand loyalty with consumers.
Sending non-permission-based offers can result in consumer frustration, privacy violations, and lost business.
What Is Brand Trust?
The customer gives a company permission to continue fulfilling their needs and pays a certain price for a specific brand because they expect high-quality products.
What Is Direct Marketing?
While permission marketing requires a customer to agree before receiving promotional messages, direct marketing involves sending out promotional material to consumers before providing their consent.
It’s a strategy that relies on distributing a sales pitch to individual consumers. Mail, email, and texting are among the delivery systems.
Professionals who use direct marketing often know very little about the customers they target, whereas permission marketing is based on information from the target audience.
Permission marketing focuses on a customer’s consent to receive information rather than sending messages to a general audience.
What Is Email Marketing?
Marketing has evolved in the past few years, as technology has given marketers new avenues of reaching their audience.
One great marketing strategy that has helped businesses, non-profits, and even hobbyists reach their goals is email marketing.
Permission marketing involves a customer providing their email address to receive marketing messages from a company.
They might agree to this when registering for a website or viewing other promotional content.
Permission-based email marketing increases the accuracy of the marketing efforts.
What makes email so powerful is that it commands ROIs of up to 4400% because it is an effective form of permission marketing.
Like any email marketing, segmentation is key to sending the right information to the right person.
A company that emails its customers about every new deal, sale, or feature launch can overload an inbox and degrade customer interest.
The same can be true of sending too few emails. A lead can forget your business exists as quickly as they discovered you. Balancing content volume and cadence is key.
Prepare specific, well-defined content for every user to send the correct information to the person we’re looking for while improving every campaign’s conversion rates and efficacy.
What Is Express Permission Marketing?
To get marketing messages, the customer supplies their email address. They might, for example, subscribe to a newsletter.
When it comes to forming new company ties, express marketing is persistent.
When you directly ask for a person’s email address, and they permit you to send them emails, that’s called express permission marketing.
What Are Tactics Of Permission Marketing?
Permission Marketing is a technique that provides personalized, relevant content to your customers that looks for the information they requested from you.
It’s an eminently digital method that nurtures itself with the conveniences the Internet offers us to interact with our audience.
You have to gain permission or acceptance from a prospective customer to receive advertising, information, or any other communication they let you give them.
This is where a subscriber has signed up for your emails. This is permission marketing at its best.
Not only is the email sent to subscribers, but it offers a great incentive for them to buy: promo code.
Similarly, just because a customer doesn’t complain when sending unsolicited emails doesn’t mean they have permitted you to contact them.
You need to gain actual permission from your customer to improve their trust and engagement with your brand.
Continue Offering Information
Continue offering valuable information after the first interaction with a customer.
When a customer signs up for a newsletter or calls a business, you can provide more information about how a product meets their needs.
For example, if a company sells automotive tools, they might teach customers how to use them and what problems they solve.
Increase The Level Of Permission
Continue seeking higher levels of permission from interested customers. You might ask for more information about them through phone calls, surveys, or consultations.
This step aims to become more involved with a consumer’s business or lifestyle with their permission.
Offers And Discounts
If you want your clients to sign up for your marketing emails, you can offer them a valuable offer or discount if they do so.
You should also send them offers that motivate them to buy from your company regularly to keep them involved with your brand through email marketing.
In basic terms, you may say you’re marketing to a segment of your specialized market, but on their terms.
Offer a free trial of a company’s services to the consumers that call or email. This can help establish trust with customers and develop business relationships with them.
What Are The Benefits Of Permission Marketing?
Even though it is expensive, in the long term, it offers the following benefits:
Personalized Marketing Messages
The main benefit of permission marketing is that because users self-select into receiving marketing messages, they are likely to be higher quality leads for marketers.
The opt-in from the potential customer makes it more likely that they will read the content and absorb the marketing messages because they already have a demonstrated interest.
While other forms of advertising may reach a bigger audience, permission marketing allows for more valuable relationships and interactions with potential future customers.
Permission marketing makes use of low-cost online tools – social media, search engine optimization, emails, etc.
Marketing teams can use low-cost or free digital platforms to gain direct access to consumers, rather than expensive forms of advertisement like print media.
There are five levels of permission in permission marketing. These “levels” measure the degree of permission a consumer has granted to a specific business.
Situational permission occurs when a customer initiates contact with a business, providing it with permission to obtain its information or market products.
At each successive level of the permission framework, the business achieves a higher efficiency state, with a decrease in marketing cost.
Thus, businesses usually aim to achieve the “intravenous permission” level.
However, the five levels of permission should not be considered a necessary sequential process, as more than one level could apply simultaneously depending on the nature of the business.
Furthermore, businesses can lower their marketing costs by only marketing to consumers who have expressed an interest.
Higher Conversion Rate
Permission marketing offers the most significant benefit over traditional marketing in the context of levels of engagement.
As the target audience are those who have expressed an interest in the product, it is easier to convert prospects into qualified leads.
By asking for permission before sending out messages, a company might earn a positive reputation for respecting the privacy of its customers.
What Is Digital Marketing?
This marketing form uses the Internet, mobile devices, social media, search engines, display advertising, and other channels to reach consumers.
What Is Implied Permission Marketing?
The company already has a personal relationship with its customers. This could be a current customer or a regular visitor to the site.
When someone offers you their email address for a business purpose but does not expressly say they want to receive commercial emails from you, you have implied consent.
If a customer provides a business with their data through a points reward system, that’s called points permission.
Two examples are a client who fills out a “contact us” form or a form to gain access to a gated resource.
Implied permission marketing helps you enhance the existing relationship with a customer and engage them throughout their journey as a customer of your brand.
For instance, sharing rewards or special offers with them, makes them feel privileged and leads to return purchases.
Keep Kennected In Mind
Kennected doesn’t use automated email marketing, although we know how quickly our message would spread.
We want potential customers to all get the same information the same way. Turning strangers into quality leads is what we do best.
Over 17,000 customers have come to trust Kennected, and the power of our #1 lead generation tool, Cloud Kennect.
Imagine how much consumer information we have and how the average customer trusts our mission.
Do you believe in relationships over revenue? Contact Kennected today and get “kennecting.”