Permission Based Email Marketing

Permission Based Email Marketing



The Benefits of​ Permission Email Marketing
Email marketing is​ continuously getting more attention as​ years go by .​
Marketing is​ making a​ shift towards the​ Internet and email marketing is​ one of​ the​ major fields that promoters are getting into.
However,​ even if​ email marketing is​ getting more popular,​ it​ is​ somewhat getting a​ notorious image because of​ spammers .​
Spam is​ a​ term used for unsolicited emails which marketers use to​ be able to​ convey their marketing message .​
There has been a​ lot of​ action that has taken place in​ different states against spamming .​
One can actually be sued because of​ spamming.
Surveys have shown that around 70% of​ people who receive spam emails are somewhat annoyed or​ agitated .​
Majority of​ people don’t even open emails from suspicious senders or​ from people and companies whom they don’t recognize .​
They open emails from persons and companies whom they recognize and have affiliations with .​
This is​ the​ drama in​ the​ email marketing field.
However,​ email marketing is​ not coming to​ its end yet .​
There are ways on​ how to​ legally and ethically send marketing messages through electronic mail .​
One of​ the​ ways is​ permission-based email marketing.
Permission email marketing,​ as​ the​ name implies,​ takes into consideration the​ consent of​ the​ receiver in​ accepting emails containing marketing materials .​
Permission can be expressed or​ implied .​
Expressed permission is​ solicited when people check a​ box which states that they would want to​ receive email updates and marketing materials regarding a​ certain product or​ service .​
When they click on​ the​ terms of​ agreement of​ a​ certain website,​ it​ can be considered that there is​ an​ implication of​ consent to​ receive certain email messages.
There are a​ lot of​ advantages that permission email marketing gives a​ promoter as​ compared to​ spamming .​
Here are some of​ them:
1) Legality
As mentioned above,​ spamming is​ considered as​ an​ illegal activity and some states have developed laws and measures to​ be able to​ stop spammers .​
Permission-based email marketing is​ perfectly legal and this erases the​ risks and possible costs that are associated with being sued.
2) Ethical
Permission email marketing is​ seen as​ an​ ethical alternative to​ spamming .​
Even if​ one is​ not sued for spamming,​ it​ doesn’t imply that people are not irritated by the​ unsolicited emails .​
Sending marketing materials that are permitted by the​ receiver are given a​ go-signal and is​ considered totally ethical.
3) Promotes a​ good image
Companies which employ spamming activities to​ be able to​ market their products are instantly hated by the​ people who receive their emails .​
Permission-based email marketing gives a​ company and its product a​ good corporate image and therefore more appreciated by the​ targeted audience.
4) Target audience
Permission email marketing channels precious resources to​ the​ right audience .​
Spamming throws marketing efforts as​ if​ the​ promoter is​ blind .​
People who give their consent to​ receive emails regarding topics which are appealing to​ them are people who are willing to​ spend money for products in​ that field .​
Therefore,​ the​ right target market is​ reached rather than carelessly spreading the​ marketing message.
5) Avoids costs
Permission based email marketing avoids added costs .​
Aside from channeling resources to​ reach the​ right audience,​ permission marketing avoids costs that are associated by being sued by people who have been much irritated by spam emails .​
Other sanctions that are involved with spamming includes the​ loss of​ the​ company’s ISP.
6) Appreciation
Email marketing that is​ permitted is​ accepted by people with open arms .​
Spamming is​ not really accepted by the​ public and it​ is​ best that one does not engage in​ this activity.
A survey was done by a​ company called IMT Strategies in​ 2001 regarding the​ effects of​ permission email marketing versus the​ response that people make from receiving unsolicited email .​
48% of​ people who receive marketing materials with their permission are curious to​ read the​ emails while only 16% are interested to​ read unsolicited email .​
The number of​ people who deleted email marketing messages with permission are half of​ those who deleted unsolicited email.
Permission email marketing gives certain advantages against spamming .​
It is​ a​ legal and ethical way of​ marketing through electronic mail and receives acceptance from the​ target audience .​




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