Permission Marketing
In order not to be considered a spammer, the marketer must obtain permission from the customer or prospect before sending an email. 4 levels of permission:
- Opt-out: the visitor did not refuse to receive further communications from the marketer. This is an improvement over spam, but it does not represent a high level of commitment on the part of the visitor. Email address are often collected via registration forms. (don’t send anything)
- Opt-in: visitors have actively chosen to receive further communications, usually checking a box on a registration form.
- Double opt-in: is a technique by which visitors agree to receive further communications, and are then sent an email asking them to confirm their consent by replying to the email.
- Confirmed opt-in: is somewhere in between opt-in and double opt-in. The visitor actively acquiesces to receiving email, he or she is sent a follow up email confirming permission, no reply is required.
Basics of Email Marketing
- Gather customer data
- desire customer insight
- suggest proactive action
- evaluate response
Critical Email Principles
R: relevance, respect, recipient control
- Relevance: all content should be applicable to the recipients needs and lifestyle
- Respect: relevant content cannot be generated without in-dept information about the recipient. In order to get information and keep the trust of the recipient, the sender of emails must guard data from unwarranted and frivolous use
- Recipient control: go beyond obtaining permission, make the recipient an active partner in deciding what content he/she wants to receive and how often.