Permission based marketing is more than just asking someone permission to send them stuff or call them whenever you feel like it. Permission based marketing, or what some refer to as opt-in marketing, is the way that we get through all the clutter and noise to our target market. It’s the simple process of asking, communicating and then delivering on what we promised. And if you really want to make an impact you need to over deliver and add value whenever and wherever you possibly can.
During a connection/outreach campaign for a client I had one of the most interesting things happen to me. I was sending a regular personalized email message to a very small group of people who made up the advisory board for my client.
What happened next was quite the shocker as I received a promotional email from one of the receipients of my message. This was kind of odd considering the fact that the individual didn’t even subscribe to my client’s advisory board list, but instead subscribed me to their email auto-responder!
This is just not right and needless to say got my attention. Not only does this tarnish their reputation, but this is a no no and goes against email best practices. It not only got me a little upset but it cost the credibility and future of working with this other company.
You know it’s one thing if you receive a message from someone and don’t want to opt-in to their list or the recommended list, but to take that person’s email and put it into another email auto-responder by hand is asking for trouble. Further more, if you are still manually entering your prospects email, it’s probably time you made a simple change and have them OPT-IN!
Like I mentioned earlier, Permission Based Marketing is more than just asking someone if you can send and/or contact them whenever you feel like it. No matter if you are utilizing email, direct mail or direct sales methods, it’s like this…
Think as the consumer. Consumers don’t want more junk mail and email. They want what interests them, not what interests you.
Here’s an example:
If you and your family really enjoy water sports and boating then you probably enjoy reading and researching topics and areas of interest pertaining to this sport. So you are more than open to receive and review information as long as it is relevant to your interests.
As soon as this information hits the fringe or goes beyond your water sports and boating, then you start to put up barriers and will stop being open to receiving and reviewing information.
It’s kind of like when you receive a boating magazine that is totally dialed into what your interest is. But then some other publisher rents the list and starts sending you magazine info about fishing and hunting. Fishing is a distant cousin to your boating world and maybe you have interest but it’s really a shot in the dark. Hunting isn’t even on your charts and gets tossed in the round filing cabinet.
A Permission Based Marketing Campaign
What needs to happen is a permission based marketing campaign that says, “Hey, are you interested in information about other topics related to water sports and boating? And would you like to be informed about these topics?” If so, consider getting in touch with the Team at SBM and they’ll make it happen!
Pretty simple concept, yet so many businesses and organizations miss this and just roll on with the old, antiquated attitude of ‘we’re getting the industry standard response’ (which is usually only a couple of percentage points), so why change?
Well, I’m here to say to you today…
That’s a bunch of hogwash and you can do better if you use permission based marketing.
Ask your prospects and customers what they want to learn, know and have interest in. Get to know your prospects, subscribers and clients. Then deliver the best, most targeted information to them. Plus always ask their permission before you add on or increase the volume of information.
Permission Based Marketing – your way to developing a loyal group of subscribers, clients or customers.
Make ee sense my loyal reader?
I sure hope so. If not, let me know and we can discuss it further.
To your success,
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