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Teenvio
26 Apr 2017
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Permission marketing is an online marketing strategy based on a business philosophy that is based on obtaining the permission or consent of users to receive information pharmacies email list about a product or service. And this, beyond the legal obligations that this strategy may entail if we place it in the context of email marketing.
What is permission marketing?
The term was coined by Seth Godin in 1999 when he published his book called « Permission Marketing ». In Spanish it was published under the title: «El marketing del autoridad».
Permission marketing shows that the high volume of advertising impacts we receive, both online and offline, throughout the day has caused us to become quite impervious to advertising in general, and that is why companies increasingly need to come up with new strategies to penetrate and reach their target audience.
It is becoming increasingly difficult to capture the attention of users due to this media saturation.
Nowadays only large companies with high advertising budgets can afford to flood the mass media with advertisements , while small and medium-sized companies must focus their strategy on something quite different from the massive bombardment to which we are subjected in the mass media.
That's where permission marketing comes in as opposed to interruption marketing. , which appears as a philosophy that supports a marketing strategy based on ensuring that the message reaches only those people who have previously requested it or have given us their permission to send it to them, based on the idea that they are much more receptive to receiving this information than those who have not requested it.
We are talking about a way of addressing our target audience that is very different from that promulgated in previous decades.
The key is that it is the consumer himself who voluntarily gives permission to receive advertising about a product or brand. This technique is used interchangeably in both online and offline strategies, but in both cases companies must focus on obtaining the client's permission in order to achieve their objective.
Email marketing as an example of permission marketing
Considering the large number of emails that are sent and received every day, and that many of these end up in the SPAM folder or deleted, a key element to increase the effectiveness of this action would be to obtain the permission of the client interested in the advertising or information that you are going to send them.
This guarantees a priori greater interest from the client in the advertising you are sending them, in this way you will be able to detail the product and information that the advertising campaign does not include.
This whole philosophy has to do with the segmentation criteria that the sender of an email marketing campaign must follow to impact its target audience. We are talking about personalized marketing with content and messages adapted to the preferences of the sender.
This concept is also linked to the current legal regulations regarding LSSICE, which regulate the sending of advertising via electronic media, which establishes that it is necessary to obtain the express consent of the recipient in order to be able to send them commercial information.
The 3 pillars on which the permission marketing strategy is based
The client gives permission to receive the information.
The relationship is more personal, allowing you to establish greater trust between the buyer and the product or service you are offering.
It is relevant, because the user receives information about a product that is of great interest to them.
The Internet has made it much easier to follow this philosophy of permission marketing coined by Seth Godin. Email is possibly the platform on which you can best focus your email marketing campaigns by applying the concept of permission marketing.
