Why Is Permission Important?
In today’s marketing world permission-based marketing is crucial. All have received unwanted emails, pop up adverts and direct mail that they either do not wish to receive or is of no interest.
Because of this people have learned to filter out ads or unwanted emails and pop ups either by using filtering technology or by just using our common sense. Therefore, intrusive marketing is no longer as effective as it may have been previously. On top of this it can be damaging to your brand.
Far better to get the permission of the person you are marketing to so that they expect and even welcome direct emails and adverts from you as this may increase brand awareness and help build customer relations.
Build Relations and Customer Loyalty
When you get permission to send targeted emails to your customers and prospects make sure you respect this relationship. Do not bombard them with emails. Only send targeted and timely emails so that you send them information that is relevant to them.
There are many ways to do this. You can either send seasonal emails or email reminders for special occasions. Or you could send targeted emails with offers on products you know they will have an interest in as they have purchased or shown interest in the past.
This is a fine balancing act because you not only want your emails to be relevant and targeted to the customers profile you also want them to build brand loyalty and not become an annoyance.
React to Responses
All of the targeted permission-based email and direct mail marketing will be wasted if you do not react to the response. Responses may not always be sales, they may be a return email asking questions or for further information.
You need to respond to these quickly and effectively to turn that enquiry into a sale. Far too often incoming emails on the net are not responded to quickly enough and in the fickle online world people expect fast, relevant responses.
It may also be the case that the enquiry comes in via the telephone or even a text so you need an integrated Customer Relations System and database to be able to recognise these customers and react to their enquiry more effectively. We will discuss CRM systems in more detail in a future article. For now it is important to recognise the need to respond and track where incoming enquiries are coming from.
Not responding or not recognising that they are an existing customer or somebody that you have sent some direct mail or direct email to can be damaging to your brand and customer loyalty.
Offer an Opt-out
It is crucial though that you offer an opt out of email marketing and direct marketing of all kinds. Not only does it show that you respect the privacy of your customers it could also stop any damage that unwanted direct marketing can cause your brand.
How to Gain Permission
There are many ways to gain permission to send further information. It could be by getting a customer to fill in a questionnaire or form and tick a box saying they would like further information. It may be part of a competition that they give you permission to send them further offers and information.
You could even buy a list where people have agreed to receive emails from a range of companies although this is less effective than when a customer comes to your website and asks you to send them more information.
The important factors are to respect the customer, email what is relevant to them, do not overwhelm them with information and even if they were once interested if they opt-out respect that and take them off your list.
Permission Increases Brand Loyalty
If you respect your customer and give them information and offers that will serve their interest and needs then you will be on to a winner. The prospect or customer will start to look forward to your emails and letters as they actually help them make informed decisions. They start to see you as an advisor and not just a company looking for a sale. This will help build a warmer picture of your brand in their mind and increase their loyalty to you.
