After my last post on email marketing, I thought it would be fitting to write about one of the most important words in marketing called “permission.” Marketers who conform to permission marketing stay focused on the customer and relationship building—the yellow brick road for generating customers for life.
The production of high value content is key and goes hand in hand with respect for a customer’s time. There has to be a good reason for someone agreeing to receive a vendor’s communications on an ongoing basis.
Savvy marketers always seek permission. Customers who grant permission are more likely to be an appropriate target for tailored offers and messaging; often sent via email and in the form of an e-newsletter.
There are many reasons to embrace email marketing—it’s cost effective, measurable, and provides a great return on investment. According to email marketing software firm Exact Target, 42% of subscribers are more likely to buy from a company after subscribing to their emails.