Permission Based Email Marketing - Building A Solid Reputation
August 2, 2008 – 4:24 pmThis is fast becoming the most acceptable form of email based marketing. It is an excellent way to expand upon your current base of customers and provides a cost-effective method of communicating with existing clients, partners, and associates. It also allows companies to communicate with people who have explicitly opted in to receive information on specific topics.
In order to make an email marketing campaign successful it is important that the marketer makes use of an effective and profitable permission based email list. A correctly conducted Online business through email marketing will give profit, flexibility and security to your business which will save a lot of your time as well. In order to make your email marketing campaign really effective and useful for your business it is best to use a permission based email list for for your campaign.
Most people agree to receive email only after considering what they have to gain (or lose) from giving their email address away. As a business owner, merchant, or affiliate marketer, you should focus on building a relationship with those who give you permission to contact them through email. Those who “opt-in” want to like you. They want to trust you. Trust is only gained by treating them like real personalities rather than merely a list of email addresses.
Permission based email marketing is not spam, because you will only send emails to those customers and prospects that give you permission to send communications to. Sending spam can ruin your organization’s reputation and brand value regardless of your company’s size, scope, or current image. Compared to spamming, permission-based email marketing is more effective, less intrusive and is received by prospects easier. People can opt-in through a form on your web page, in personal meetings where they add their name, email address and check a “consent” box, or over the phone when it’s possible to record proof of the conversation. There are two forms of opt-in mailings, single opt-in and double opt-in.
Research and practice has proved that the output coming from the permission based email list is comparatively much higher than any other direct marketing tool. It has a magnetic effect on the traffic flow. No sooner does the email fire, that the click report, automatically generates a higher hit ratio.
Every permission based email marketing campaign should allow the subscriber (i.e. the person who has give you permission to contact them via email) to “opt-out” of your email list. That is, always provide the subscriber the option of ending the relationship.
Though doing so may sound counterproductive to building a large email list, it instill a level of confidence within your subscriber that they are not trapped on your list. They know they can easily terminate the relationship whenever they feel the need. This level of confidence increases their trust in you. Ironically, giving your subscriber a way out is often a critical element in gaining their long-term loyalty.
The theory of reciprocity is often attributed to Dr. Robert. B. Cialdini. Through numerous experiments and by observing human behavior, Cialdini noticed that when something generous was done for a person, that person often felt motivated to reciprocate the goodwill. This tendency of human behavior is directly applicable to your permission based email marketing campaigns.
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