Have you ever driven to work one day, a day that happened to be your birthday, whilst bored bordering annoyed by traffic you eventually get to your desk and open your emails, and then something magical happens.
Starbucks offers you a free drink or a 15% off coupon because it’s your birthday. If this hasn’t happened, it means you haven’t given them permission to communicate with you.
In simple terms, that’s an example of permission-based marketing.
To explain it further:
The term was coined by Seth Godin.
It basically describes the ability of businesses to market to a subscriber who wants to play along and gives their permission to be marketed to.
These are people who want to receive offers and brand announcements, and they would never be annoyed by the freebies.
Let’s think about it.
Allowing your consumers the power to choose how they’re marketed to should be the most liberating and exciting thing of the 21st century.
And of course, on the business side, it could mean profitability and efficiency.
However you look at it, when consumers agree to receive your marketing emails that simply means you’ll be better equipped to cater to their interests.
It’s a win, win situation…
The scenario is, the customer provides you with their information in exchange for something of interest.
Permission Marketing: The Two Types
Implied-permission marketing –This implies to the existing relationship between the business and the consumer.
Express-permission marketing – This is when your audience provides you with their email information so that they can receive your marketing messages. Newsletters are one example. It’s usually used in creating new business relationships.
Where non-permission based marketing, on the other hand, means the exact opposite. Which is quite self-explanatory, and obviously has a different consumer response.