Marketing technology has given marketers more precise and targeted avenues of reaching their audience with more impact.
For marketers to drive greater success with their targeted approach, they need to drive permission-based marketing models. Permission marketing is a 90’s term coined by Seth Godin a marketing impact guru. In a book that is much beyond it’s time and one that was written in the 90’s – Seth Godin’s Permission Marketing explores the need for driving permission based marketing while relying less on tradition forms of yesteryear like interruption marketing.
What is Permission Marketing?
Permission marketing is a model through which marketers plan CTAs and cadences in such a way so as to request their audience’s permission before sending them marketing messages. Double opt-ins, driving newsletter campaigns, surveys, Q&As are all different ways in which marketers can drive a more permission based marketing model.
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A Few Benefits of Permission Marketing
- Boosts customer engagement: Permission marketing drives higher engagement and conversions because at its base, it structures marketing plans to focus on audiences that want to hear from your brand and have interest in knowing more.
- Lowers marketing operations costs, drives long term customer relationships: In the long-term, permission marketing can help lower marketing operations costs because of its targeted approach while allowing marketing teams the time to focus on building long lasting customer relationships.
In what ways can marketers drive more impact with permission marketing?
In a B2C marketing environment loyalty cards are one way for brands to nurture permission based marketing. After driving customers to sign up for special loyalty programs, brands send them promotional offers via emails that can be targeted to their customer’s need and behavior.
In a SaaS and B2B environment, loyalty programs can be structured in a different way to offer complementary, value-add services or simply to nurture the customer for an upcoming product.
Driving Different Kinds of Subscriptions
In a digital marketplace, most content types extend to audio, video, text and other kinds of formats; these are then packaged to be content marketed via various channels like email, social media, newsletters, etc.
For marketers, that means more opportunity. Getting existing customers to subscribe to your brand podcast’s RSS feed or driving newsletter subscriptions are just some of the formats that marketers can use to deepen the impact of their permission marketing model. Subscription signups indicate interest from the customer in learning more about your recent updates, articles, tips, etc.
This includes driving YouTube channel subscriptions, podcast downloads and signups, driving subscriptions to your blog feed,
Modeling Marketing Emails Based on Subscribers
One steady example of permission marketing is subscription based emails, driving opt-ins where users can choose to receive updates on a weekly or daily basis via email can allow marketers the time to plan each subscriber email to suit the interest of a customer set. Personalizing subscriber emails based on the customer’s online journey and online buying behavior across the website or other customer touch points can drive more upsells and cross-sells while also increasing the impact and ROI of these marketing emails.
Permission Marketing is here to stay
With data privacy trends and customer interests constantly changing, with more marketing clutter taking up space in the same number of online channels, brands are forced to drive impact using creativity and precise, targeted methods. Knowing that your prospect or customer has some interest in something you have to say can help you drive so much more ROI from every future conversation with them.
This involves integrating every marketing communication, understanding where and how you want to drive interest based signups and what marketing messaging you’ll align next to keep the conversation relevant and purchase driven.
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