Is “ Permission Marketing ” a new concept of the moment? The answer is no. This concept was introduced by Seth Godin in 1999, but it seems that now it is more important than ever. In this post we explain what Permission Marketing is and why it has become so important.
Seth Godin defined the concept “ Permission Marketing ” as the ability to obtain consent from a user or client to receive information about a certain product, service or company . In other words, it is a sweden mobile phone number list marketing that does not interrupt the daily activity of the consumer and is expected, personal and pertinent . It is a long-term relationship with the user where a close link is established between the brand and the user. Nowadays we receive lots of advertising messages every day, most of them unsolicited, and that makes the user unable to accept, even if they want to, each one of the messages they receive. And here is where Marketing comes in… Improving day after day and finding a way to make users feel comfortable with commercial communications and to place their trust in brands. No matter how much you bombard a user with your communications, if they are not interested in what you offer, they will not pay attention to them and the only thing you will achieve is to harm the reputation of your brand. For this reason, Seth Godin considered it relevant to talk about the concept of Permission Marketing , so that users are the ones who choose which communications they want to receive. Inevitably, this concept points directly to Email Marketing . The basic pillar of Email Marketing is the subscribers. Having their permission is vital, not only for engagement reasons , but also for legal reasons . Getting users' permission to send them commercial communications via email is no longer an option, but an obligation marked by regulations that will also be decisive when it comes to achieving the best results in email marketing campaigns.
Permission Marketing in Email Marketing
The essence of this concept is based on respect and consideration of the tastes and interests of users. If you think about it carefully… allowing our users to decide what interests them or not is the most logical and at the same time, the most effective. What good does it do us to send emails to people who we know for sure have no interest in our brand, product or service? It is a waste of time and effort. It is more worthwhile to focus our energies on those who have explicitly decided to want to receive our information. And work to send them the most relevant information according to their tastes, interests or needs. Otherwise, you will harm your brand and cause discomfort in your target audience.
In fact, without that consent, the fine line between commercial email and SPAM can be blurred. After all, a commercial email is an email that is sent in response to a specific interest of a user and in which having the explicit consent of the user is imperative. Otherwise, we are no longer talking about a commercial email, but SPAM. SPAM is any email sent en masse, without the consent of the users and without taking into account the interests of the recipients. Therefore, a good use of Email Marketing in itself indirectly implies applying the concept of Permission Marketing.
