Permission Marketing

Permission Marketing happens when marketers obtain permission before advancing to the next step in the purchasing process. For example, they ask permission to send email newsletters to prospective customers. This form of marketing requires that the prospective customer has given explicit permission to send them promotional messages (e.g. an email or catalog request). This is possible via an online email opt-in form.

The undesirable opposite of permission marketing is interruption marketing or Spam.
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Permission Marketing is based on treating consumers with respect. It is the best way to earn your customer’s attention.

• When you have a consumer’s permission, you have their attention.
• When you have a consumer’s attention, you have their time.
• When you have consumer’s time, you can inform them about your products, services, features and benefits.
• In other words, you have the chance to teach them about your brand and the value of your services.

Permission is an asset given to you by people in exchange for something of value

Permission Marketing encourages consumers to participate in a long-term, interactive marketing relationship in which they are rewarded in some way for paying attention to increasingly relevant messages. You earn the consumer’s trust in an ongoing relationship process, turning strangers into friends, and friends into promoters of your brand.

Permission ladder

The goal of Permission Marketing is to move consumers up the permission ladder, moving from strangers to friends to customers. At each step up the ladder, trust, responsibility, and profits grow.

First of all you need to offer the prospect an incentive to volunteer their permission. Using the attention offered by the prospect, you can offer a curriculum over time, teaching the consumer about your products or service.

Reinforce the incentive to guarantee that the prospect maintains the permission Over time, leverage the permission to change consumers’ behavior toward profits. Offer additional incentives to get even more permission from the consumers

Permission Marketing is the best way to initiate and keep lasting relationships with your customers.

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