Features
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What is Permission Based Marketing?
By the book definition: Permission-based marketing is defined as when the customer or prospect openly consents to having an online relationship with a company, is able to state preferences for the type, frequency, and context of those communications, and has a high degree of control over the relationship. Termed as "OPT-IN" e-mail marketing.
What's the big deal?
In today's marketing, there is a constant battle being fought between those who market online without the permission of customers (SPAMMING) and those truthful companies who acquire your consent prior to sending you advertising messages or offers. Allowing your customers to OPT-IN or OPT-OUT of receiving targeted e-mail gains "permission."
According to a September 2001 report from IMT Strategies, 77% of e-mail users delete unsolicited commercial e-mail (UCE) -- more commonly known as SPAM -- without reading it. However, 48% of those users are curious to read permission e-mail.
Permission e-mail breaks can be explained through three types:
SPONSORED (i.e., advertising in newsletters) - many of the .html newsletters you get that have banner advertising along with selected articles.
IN-HOUSE (e-mail campaigns sent to a company's own e-mail list) Companies who collect their customers e-mail addresses, continually updating them, in turn use them to announce releases and company information through newsletters or e-zines.
RENTED/OPT-IN (e-mail campaigns sent to addresses obtained from list brokers or other sources). There are many online companies that sell particular lists that line up with your demographics.
By the end of 2003, it is expected that the permission e-mail market will be evenly divided between sponsored and in-house campaigns, with rented opt-in picking up the remainder. Part of that reflects the difficulty associated with renting good opt-in lists as well as the affinity consumers have for certain opt-in e-mails such as newsletters.
It's better to work with your customers than against them. Intelligent marketers will seek a partnership with their targets. By offering them the chance to opt-in to an e-mail program, and also by continuing to deliver useful content, e-mail marketers can open a lifelong dialogue with their customers. This way, everyone remains happy.
Contact Empire to help you evaluate your e-mail marketing program. |
