Permission-based email marketing is a technique that sells goods and services through email communication once consent is given. It is also known as opt-in email marketing. The majority of permission-based marketing communications are email-based.
These are of two types
Implicit- based exclusively on the assumption that a user agrees to receive emails due to their previous interactions with the company, for example, registration of an account, purchase of a product or service, exchange of business cards, and so on.
Explicit- based on an expressed consent to receive emails a user gives by entering their email address in a subscription form on a website.
Advantages of Permission-Based Email Marketing
- Keeps Emails away from Spam folders- When the users are familiar with the sender, they won’t flag the incoming emails as spam.
- Increase Conversion Rate- Users who deliberately agreed to hear from you are more likely to open your emails and click the links you send.
- Allows Personalized Content- You ask users not only for permission to email them but also about the content they are interested in.
- Improves Brand Reputation- Permission-based relationship with subscribers shows that you know who is on your mailing list, care about your subscribers’ privacy, keep your database clean, and don’t pull email addresses from various websites.
How to do Permission-Based Email Marketing
Add Subscription Forms to your Website
Subscription forms motivate the users to join the company’s mailing list by offering a discount for the first order. Usually brand places the subscription form in the footer of their websites.
Allow Subscribers to Manage Preferences
Let subscribers decide when they want to receive your emails. Place the link to a preference center in the footer of the email. Users will refer to your website where they will choose the preferable time and content for your campaigns.
Make Unsubscribe Easy
You also need to enable your audience to unsubscribe if they decide to.
Never Buy Email List
Never buy a list it just isn’t worth the time and effort. Also, you’re harming your brand’s name and reputation when you contact people without their explicit permission.
Stop Sending Too Many Emails
78% of consumers unsubscribe from brand emails because they said they were receiving too many messages. If you are too aggressive with your email marketing, you may risk having your emails mark as spam and annoying potential customers with messages.
Examples of Permission-Based Email Marketing
A white paper is an in-depth report or guide about a specific topic and the problems that surround it. It educates readers and helps them to understand and solve an issue. In the world of marketing, a white paper is a long-form piece of content, similar to an eBook.
Exclusive content can be a great way to get permission from customers. This process is great because it’s simple; the content matches the target audience.
Webinars are another great way that you can attract relevant people to give you permission to send them email marketing messages. With the tools that we have at our disposal, they are easy to create and often take very little time to put together compared to a white paper.
Permission-based email marketing helps to build relationships and trust between brands and subscribers. Delivering targeted content to the people who actually want to receive it and are likely to stay loyal customers.