What is Permission Marketing, and Does it Actually Work?
With constant marketing streams, it’s becoming difficult for consumers to discern one advertiser from another. For this reason, many marketers are feeling lost with their rigid, nonindulgent tactics. However, there is a practice that is finally starting to make waves called permission marketing. But is there actually anything to it? That’s what we’re here to find out.
An Introduction Permission Marketing
The term “permission marketing” was first used in Seth Godin’s 1999 book of the same name. Godin recognized that, due to an overload of information from advertisers, consumers have become increasingly better at tuning them out.
In Contrast to Interruption Marketing
Since a person encounters millions of random ads every year, their inevitable response is to simply ignore them. As a result, traditional methods of advertising and marketing, called “interruption marketing,” have become far less effective.
Permission marketing, on the other hand, works partly because it seeks out a person’s consent before marketing to them. Whether it’s an email newsletter with a double opt-in or just a subscription, permission succeeds because it’s personal, anticipated and relevant.
Permission Marketing at Work
Like we said before, email opt-ins are one of the most common, popular forms of permission marketing. Since users only receive emails they signed on for, your content should give them a great incentive to buy.
These days, most stores and retailers have embraced permission marketing through the use of loyalty cards. This patronage incentive allows brands to collect users’ information in order to further promote to them.
Real Simple Syndication (RSS feeds) refers to a user-initiated curation of updates, headlines and other content from around the web. Since users sign on to certain brands, they will receive a notification for their latest updates like sales and promotions.
The Benefits of Attaining Permission
Better Engagement and Conversions
Since you’re marketing to people that already indicated interest in your brand, you may see higher engagement and conversion rates. After all, there are few better types of leads than engaged, interested audience members.
Since this type of marketing utilizes low-cost tools like email to disseminate information, your expenses could even diminish. This will allow you to explore other avenues of marketing and advertising, which could exponentially enhance your entire campaign.
Although permission marketing may seem great, it’s still not for everyone. Just make sure to review your campaigns and tactics to help make the right decision for your brand!