turn strangers into friends, into customers
The permission marketing strategy is based on recipients’ agreeing to receive your messages. With interactive communications technologies – especially email – only the messages the receiver wants will be sent to them. see diagram
Today’s commercials continue to become more obtrusive and irritating in the lives of consumers, who will no longer accept an even higher flood of daily advertisements. in this age of interactive media, ‘junk ads’ have taken on entirely new dimensions. as a method of internet communica- tion, email is the most wide-ranging and universal, is cheap to send, and arrives at its goal in seconds.
Spam is illegal in the european union! the european parliament has passed an E.U. Directive on data-protection, and private people can no longer be sent electronic advertisements without their consent. to conform with this strict ‘opt-in’ system, recipients of email ads must be part of your existing-customer mailing list. until recently, this law only applied to sms consent, but now covers email, fax, and telemarketing as well. with permission marketing (see chart) the user agrees to receive only the information they want. the permission that is needed can be obtained from the interested parties through traditional channels or online forms.
Permission marketing is user-oriented and the customer will only give his or her authorization when there is a clear incentive to do so. this could, for example, be a newsletter, a case study, special offers or promotions.