Even if you don’t quite know what it means, you have likely experienced permission marketing at some point in your life. Think of a time when you subscribed to a blog so you could see new posts and updates. That is permission marketing; you are giving the company permission to contact you and to use your email for future promotions.
Typically, in the past when a marketing agency wanted to generate customers, they would buy lists of names and numbers and let the sales team cold call said numbers to generate leads.
Today, however, that strategy is simply not realistic. The level of marketing required to generate enough leads to keep a business afloat is simply too high to handle manually, and so it is put into the marketing automation platform’s hands. Still, some marketers are bothered by this, saying that it feels less personal. Perhaps, but it is also more efficient. Because it is efficient, it is a good idea to incorporate permission marketing into your marketing strategy.
What is Permission Marketing?
The importance of permission marketing is in its efficiency. Bombarding people with advertising marketing is a waste of time if only a small percentage of those people actually take advantage of what your company has to offer. If your marketing agency asks permission to send them further advertising and communication, they are much more likely to consider buying. Content marketing is a field that requires the consideration of public opinion on a large scale.
Basically, permission marketing is asking permission to continue communication. By giving their email or other information, customers may opt in to that communication.
By offering permission marketing rather than cold calling, you are actually increasing your sales potential because of:
- The potential customer will know when the emails are coming and will anticipate their arrival.
- Since the customer subscribed to the email list, the content is much more likely to be something they are interested in.
- The more advanced the permission marketing system is, the more it is able to track individual interests and tailor content to the individual.
Marketing Bozeman businesses might require something a little more outdoors and Montana-based than, say, marketing to a New York City audience.
The Relationship Between Permission Marketing and Marketing Automation
Content marketing today is largely done online. Because there is less face-to-face interaction, marketers need a way to collect information in a fast and efficient manner. Marketing automation is an excellent way to keep up with shifting marketing strategies.
Marketing automation platforms make permission marketing easier with these three strategies:
- Collect permission by adding some sort of form and offer for content on your blog or site
- Manage that permission, such as adding all email addresses to a list for mass communication, so that people can look forward to reliable communication
- Use the permission so that content stays useful and relevant
All marketing automation systems are designed while considering these three actions. Next, how does marketing automation serve permission marketing?
Opt-in forms are a hugely helpful tool when collecting information. The marketing automation platform you use on your blog or site will have ways to create these forms. A bit of graphic design can make these forms more attractive, or perhaps some video content could be used. Video production does not have to be complicated, either; video content can be as simple as an informational clip or a welcome message. This marketing automation strategy is minimally invasive and interesting at the same time.
Marketing automation helps manage permission marketing in three ways. First, it deals with subscription management, such as making sure all email addresses are up to date. Second, it filters out content subscribers don’t respond to, and the third benefit is that it filters out blunders, such as sending emails to people who don’t want to receive them.
Subscription management allows people to see the type of content they want to see. For example, a customer might be interested in your webinars but not your newsletter, and with this type of system they would be able to opt in to one but out of the other. It’s all about personalization.
Filtering lets you, the marketer, see a set of leads that have opted in and see their particular behaviors. One group may subscribe to content about a certain product, and so most of the marketing for the particular product may go towards that group. Filtering makes it so that only relevant information is shown to the right people.
Preventing blunders is less technical and more person-based. This part involves safeguards such as having a manager look over a mass email before it is sent to check for errors. Another example is sending too many emails, and so double checking quantity can also help prevent blunders.
You want to make you are sending relevant information to the right people at the right time.
Proof that Permission Marketing Actually Works
Permission marketing is the right, legal thing to do, but if you need more incentive to implement it:
- A 2011 study showed that people who respond well to leads and marketing were largely on opt-in lists, rather than opt-out lists or no lists at all
- People on opt-in lists had much higher click-through rates than those who weren’t on lists
Permission marketing isn’t just about following the law and reducing levels of irritation within your customers. It is largely about empathizing with your customers and making sure that their experience is the sort of experience you would want for yourself. The customer is king, so make sure you give them what they want and have asked for.