The end does not justify the means. In permission
marketing, truer words were never spoken. Don't kid yourself -
just because you collect an email address, doesn't mean you
have really gained permission to use it.
You may think the definition of permission is pretty
straightforward, but there are many marketers out there
claiming to be practicing true permission marketing who are
really not, and there is plenty of controversy around what
constitutes permission in the first place. Here are some tips
on permission - the right way to get it and the right way to
use it.
Be Respectful
Above all, no matter what, and I cannot stress this enough,
in every single email communication, always provide a clear
and easy way for individuals to "opt-out" or unsubscribe
and make sure you follow through. Better still, give
them an easy way to change or refine their areas of
interest. Get more information gradually. Rome wasn't built
in a day, and neither are great relationships.
Be Straightforward
Placing a "Join Our Mailing List" tag on your homepage or
other appropriate pages of your website is about as clear as
you can get. The visitor knows, without question, that when
they input their email address they are giving you
permission, subscribing or "opting-in" to receive emails
from you.
Be Precise
When people sign up, allow them to select precisely their
areas of interest, be it newsletters, sale notifications or
new product or service announcements. You can attract even
more interest by specifying what the customer will
receive and when they will receive it (e.g. "Sign up
for Our Weekly Concert Announcement"). Be as specific as you
can to get the most targeted audience you possibly can.
Be Clever
Remember that when visitors opt-in, they are telling you
exactly what they want - to place an order, to get more
in-depth information on a specific topic or to know when
their favorite instructor is teaching a Yoga class - and
giving you permission to communicate on that subject. This
is excellent stuff! You know their email address, have
permission to send them what they asked for, and you know
something about them. There is no harm in suggesting an
accessory on the order confirmation, announcing a "webinar"
on your white paper topic or including a compelling
description of your newsletter at the bottom of the Yoga
schedule. Ask for their permission again. You will be
surprised at the response.
Be Careful
Gratuitous emails are not met with gratitude. My advice is
to think twice about how many, and what kind
of communications you send to your subscribers. You already
have the relationship after all. Who wants to chance losing
it? So before you press the send button on that email of
your most recent press release, ask yourself how many people
on your list really care to see it.
Beware
When considering renting, much less buying a list, the rule
is buyer beware. If the list is too inexpensive, if the
provider won't share the source of their email lists with
you, if anyone claims you can "Blast your ad to over 1000
safe addresses for only $5.00!," or "Buy a CD with
10,000,000 email addresses for only $99!" - this is too good
to be true. Consider this, the offer probably arrived as
SPAM in your very own inbox in the first place.
Ultimately, you need to ask yourself: "Do I want to be an
honest-to-goodness permission-based email marketer?" To be, or
not to be, that is the question
