Permission-based marketing is like being given a VIP ticket to an exclusive event. Instead of knocking on someone's door unannounced, you receive a formal invitation card. Your party host will serve you the choicest meals, offer you quality entertainment, and respect your choice to leave at any time.
This analogy perfectly explains permission-based email marketing. As you read on, you will learn what this advertisement style is, its variations, and how to use it effectively. Read on!
What is Permission-Based Email Marketing
Permission-based email marketing ( opt-in email marketing ) is the process of sending mail to people who have given their approval or consent. Emails serve as the most popular digital marketing tool for reaching a wide audience.
With the myriads of corporations, startup companies, and NGOs vying for consumer attention, billions of emails land in billions of inboxes every day. Most of us who are immersed in the digital landscape receive hundreds of emails per day at the barest minimum.
Most of us don't even pay attention to our daily emails because there are too many. If you are on the business side of things, permission-based email marketing helps you to respect the privacy of consumers without spamming their inboxes.
Choosing the Right Type for Your Business
There are two types of permission-based email marketing. They include:
Implied Consent Email Marketing
This type of opt-in marketing typically does not involve clients making an implicit request to receive promotional ads. Companies can infer potential customers for this type of marketing by reviewing their level of proactiveness on their e-commerce platform.
Most businesses have a list of their customer's emails and other necessary contact information. By reviewing their actions and purchases over time, they can decide good candidates for their implied consent marketing campaign.
Express Consent Email Marketing
This indicates that a customer intentionally made their mail available for marketing emails. Typically, the individual will tick an opt-in box during registration or fill out a form that states their explicit desire to receive marketing content. They get added to a mailing list and start receiving messages immediately.
Advantages of Permission-Based Email Marketing
While it is important to reach out to as many people as possible, bear in mind that this strategy might not always be the best. Instead of burning time and effort to reach many people, why not target a specific interested audience? Here are the potential benefits of opt-in email marketing.
You Comply with Privacy Regulations
With the volume of email messages landing in people's accounts, legal regulations have changed over the years to protect user privacy.
Laws like the Canadian Anti-Spam Legislation (CASL), the General Data Protection Regulation (GDPR) law in the EU, and the USA's CAN-SPAM Act of 2003 are in place to protect people from unsolicited emails. If you violate these laws, your business might incur heavy fines.
You Get Better User Engagement
Opt-in email marketing helps you to know customers who are truly interested in your business. When they specifically fill out an opt-in form, they actually want to get daily updates from you.
When you send emails to them, there is a high probability that they will open the mail and purchase whatever new goods or services you are advertising. That grows your business instead of sending blind emails.
Solid Brand Reputation
Using a permission-based email marketing system shows a high degree of professionalism and understanding of business ethics. Your customers will be happy that they have control over what they receive.
They will also be ready to spread the word about your business. Conversely, spamming will quickly erode a business's brand identity.
Final Thoughts
It is time to harness the power of opt-in email marketing. The most important thing is for you to make the process efficient for your customers and effective for your business model.
Make your email opt-in promotional process as organic as possible. Don't buy email lists because they could incur fines for violating data privacy laws, leading to a dent in your brand's identity.
Integrate a Two-Factor Authentication system where users go through a double validation process before you add them to your email list. By also taking advantage of software marketing tools, your enterprise is aiming for sky-high success.