Quick Refresher on Permission-Based Marketing

email_overload-300x234I remember when the new privacy legislation came out years ago and everyone was scrambling to create opt-in check boxes and opt-out sections and terrified to share mailing lists. That was all on paper. Paper mailing lists, paper brochures, paper paper paper. And you had to confirm you got all those addresses in a legit fashion.

Just a reminder – those rules still exist. Everything seems much more casual with the advent of email and social media. Perhaps folks have forgotten, or perhaps they never knew. So a couple refreshers:

From Seth Godin: Permission Marketing
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

From Wikipedia: Permission marketing is a term popularized by Seth Godin (but found earlier ) used in marketing in general and e-marketing specifically. The undesirable opposite of permission marketing is interruption marketing. Marketers obtain permission before advancing to the next step in the purchasing process. For example, they ask permission to send email newsletters to prospective customers. It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalog in response to a request.

This form of marketing requires that the prospective customer has either given explicit permission for the marketer to send their promotional message (like an email or catalog request) or implicit permission (like querying a search engine).

Examples?

“Hey sorry for the mass email” to 100 people’s Facebook inboxes, especially people you seemingly have no other relationship with? Spam. Polite spam, but still spam. Not permission based.

Emailing someone about something or other and then adding their email to your event-fundraising-whatever list? Also spam and not permission based.

 

One Trackback to “Quick Refresher on Permission-Based Marketing”

Leave a Reply

Your email address will not be published. Required fields are marked *

%d bloggers like this: