Permission Based Email Marketing

Strategic permission based email marketing can boost online sales while building customer relationships and consumer loyalty. Thanks to the worldwide web, advertisers are tapping into new prospects and exploring uncharted territory through Internet mail marketing. Unlike conventional direct mail campaigns which cost an arm and a leg in postal fees and expensive mailing lists, permission based email marketing provides Internet businesses with a database of eager subscribers who grant advertisers consent to include them on electronic mail lists. Browsers visiting business home pages have the option to fill in online forms, furnishing names and email addresses to receive newsletters, special discount coupons, educational information, and free offers. Internet businesses can quickly compile vast databases of prospective customers who want to regularly receive messages in private inboxes without being rejected as spam.

An effective permission based email marketing campaign works wonders for corporations, associations, churches and faith-based organizations, and retailers who want to build a solid rapport with global customers at little or no cost. Emailing has revolutionized the way we communicate. Instead of paying for expensive postage or long distance telephoning, sending mail electronically is absolutely free. Businesses can boost promotional efforts by using opt in email advertising to potential consumers at home and on foreign soil. An electronic mail subscription offer strategically placed on an advertiser's website drives browsers to act and interact over a longer period of time with Internet businesses. Online advertising pays off big when new subscribers sign up for specials and newsletters. Customers who opt in, or ask, to be placed on advertiser's mailing lists will appreciate consistent and constant contact with businesses that offer value added service, quality merchandise, and insider information on a regular basis. And satisfied subscribers will gladly pass on advertiser sites to friends, family members and coworkers, building an extensive listing that owners could never afford or be able to compile otherwise.

Responding to opt in email advertising should be a matter of choice and not coercion. The worst move that an Internet entrepreneur can make is selling a customer's address to other online businesses. Subscribers can quickly tell when a business has passed along personal information to other organizations. An inbox inundated with multiple offers from five different Internet companies selling similar products or services is a dead giveaway that someone has divulged confidential information. Dissatisfied subscribers may decide to unsubscribe from Internet enterprises who sell electronic mail lists without customers' permission. Federal law prohibits companies from honoring customers' requests to opt out, or unsubscribe from mailing lists beyond 10 days after requests are received. Some Internet firms make unsubscribing difficult by hiding the option in almost illegible type or taking days to honor requests.

Just as responding to opt in email advertising is a matter of choice, so is making a personal decision to accept Jesus Christ as Lord and Savior. When we come to the revelation that we can no longer live our lives outside of God, all we need do is repent and ask the Lord to take control. "Ask, and it shall be given you; seek, and ye shall find; knock, and it shall be opened unto you: For every one that asketh receiveth; and he that seeketh findeth; and to him that knocketh it shall be opened" (Matthew 7:7-8). God is waiting for you to opt in to salvation: "Behold, I stand at the door and knock: if any man hear my voice, and open the door, I will come in to him, and will sup with him, and he with me" (Revelation 3:20).

Online entrepreneurs just beginning permission based or opt in email marketing efforts can gauge prospective subscribers by assessing personal preferences for online messages. Emails that irritate, amuse, or excite business owners will have the same effect on other subscribers. If messages are sent too frequently, or if the information becomes boring and drab, subscribers may opt out. The key to successful opt in email advertising is to keep information fresh, innovative and vibrant and give customers incentives to keep opening the inbox. Internet businesses should carefully plan email marketing strategy to send newsletters, seasonal specials, grand openings, and educational information to customers at appropriate times. Remember, permission based email marketing involves establishing a relationship with customers, as if companies were best friends or neighbors. Websites can offer online forms to gather more information about subscribers, without invading privacy. Customers will love getting e-cards on birthdays or holidays, or discount coupons for anniversaries. But online advertisers should be careful not to deluge subscriber inboxes. Subscribers dislike junk electronic mail as much as they abhor meaningless letters and flyers stuffed into post boxes.

Online advertisers who want to develop an effective opt in email advertising campaign should begin with a professional web presence. A good looking, user friendly site invites customers to take a look around and discover all the products and services an Internet business has to offer. The beauty of cyberspace advertising is that websites can be designed to include reams of extensive information in attractive frames or grids to break up text and help browsers easily navigate from page to page. Flash animation graphics enhance bold colors and add textural interest to otherwise bland sites. Web content should change on a regular basis to keep browsers engaged and to keep regular visitors coming back again and again.

The addition of permission based email marketing to a user friendly interactive site only serves to enhance an Internet entrepreneur's credibility and build brand identity. Once subscribers opt in for email, advertisers can take advantage of a loyal customer base that has given legal consent to receive future electronic messages. The low cost of Internet marketing gives large and small businesses, organizations, and institutions the power to reach a global audience on the worldwide web. The potential is almost unlimited to effectively target and sell to a captive audience of willing consumers.

Permission Based Marketing

The term permission based marketing has been around since the millennium change, and is a term that embodies an unobtrusive philosophy to promoting companies and products. For whatever reason, this kind of advertising is becoming more and more popular for the business world as people are beginning to resent more and more the interruptions that most commercials and messages bring into people's lives. Try getting someone's attention when they are taking a bath can be pretty easy compared to when they are in traffic at the end of the day and fighting the rush hour blues. But most people are fighting the rush hour blues all day. Someone once said we live in the minute and half culture, where if it can't be accomplished during that time, it is seen as basically irrelevant. Why? Because we are too busy to care.

So enter the new kid on the block that has now been around since about 2000. Permission based marketing seeks to get a consumer's attention through an agreement ahead of time to talk or display a message in return for something cool and worthwhile after the message has been read. The prize for watching or listening can't be junk and it can't be based on deceit or the whole thing blows up. Why permission based advertising? Consider that fewer and fewer traditional type ads are even getting less and less attention on the Internet. Banner ads for instance may be actually getting less than .025% of viewer's attention, and only 2% of those convert into actual sales. The only glimmer of hope is that in a very highly concentrated marketing campaign where a slim demographic spectrum is pursued, the percentages might inch up a point or two.

That glimmer of hope can become a ray of hope if a business chooses to use a permission based marketing strategy that will increase dramatically the chances of getting a good response. Those good responses are the result of a permission based marketing firm doing a vast amount of farming long before a client enters the picture. This farming is the conducting of massive email campaigns asking for permission to send the recipients future emails. As in most cases, people will delete what they consider to be spam, but some will show interest. In the course of gathering those that are interested, the promotional agency will provide a check box to agree to such future mailings. This is called an opt-in mailing list and certainly ups the future success for would be clients.

There are shenanigans that go on in the marketing business (surprise!) and one of them is to offer clients what are called opted in mailing lists as opposed to opt-in lists. These are recipient lists that have been put together from newspaper ads, advertisements, and other general data bases. Then the advertising agency begins mass emailing to these addresses and assumes that if they don't hear from them with complaints the recipients have opted in. Sneaky. "Praise ye the Lord. Blessed is the man that feareth the Lord, that delighteth greatly in his commandments." (Psalm 112:1) The mark of one who loves God is a love of His Word, the Bible.

In order to gain absolute integrity with clients, some permission based marketing firms have put together double opt-in lists. The first wave of permission cultivating through a checked in box is followed by a follow up email asking, "Are you sure you want to receive emails from us?" That certainly is the most trusted and secure type of permission based marketing possible. Now when that type of list is coupled with income, gender, occupation, residence location, education, hobbies and other discriminatory factors, a person then has very strong chances of breaking the four or five percent barrier in terms of response rate. But nothing can be taken for granted and when choosing a marketing agency to conduct one's campaign, an initial question should be about the response rate of their opt-in mailing lists.

The key to success in permission based advertising is the trust that the recipients begin to have with the one sending the emails. As stated earlier, many firms that are working on the pre-approval philosophy of email promotions are using games and prizes as a way of keeping their recipients happy. For example, short games where people actually have an opportunity to win some cash are being used by many firms. These games, like rub off lottery tickets or online slot machines enable people to make cash. This keeps recipients ready to accept new mailings from the permission based marketing firm for a longer period of time. Of course there are rip offs on the Internet and so the client should ask the firm how winners are identified and how they are announced in order to keep customers from feeling like there really isn't a chance to win.

Choosing an agency to handle one's email campaign is not always easy. The siren song of the Internet websites where these firms reside can be sweet to the ears. Obviously some are better than others, so make sure and research their success rate. Get the lists of clients they have used and ask those clients if they would ever use the firm again. You cannot be certain that the firm offering the lowest cost is the best deal. Their lists may be awful. Do your homework, research further into permission based marketing and go slowly until you have confidence in your provider.

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