eMail Marketing

Permission Based eMail Marketing

Methods regarded as acceptable in direct mail, such as buying lists of prospects from a list broker, are considered objectionable online. And the electronic medium makes it difficult for list brokers to retain control over a list of addresses.

It should come as no surprise that companies everywhere are exploring new ways to get their message in front of their target audience, especially in a world where information is abundant, attention is limited and competition is fierce.

A growing trend, that some predict will revolutionize the world of advertising, is optin eMail or permission based eMail marketing - presenting marketing materials only to those that have granted you the permission to do so. Particularly popular on the Internet, more and more companies are utilizing optin eMail marketing to spread their message via e-mail - creating a $4.8 billion e-mail marketing industry.

What is Optin eMail or Permission Based

eMail Marketing?

Optin eMail or Permission Based eMail marketing is just that - optional. This means that customers choose to receive news and information about your website, your products, and/or your services.

Because people opt to receive your email, they are more likely to be receptive to what it is you are offering. If you have ever surfed the Web, and maybe stopped to subscribe to an online magazine or newsletter, you may have noticed some questions about optin eMail at the bottom of the page.

You are usually asked to check off the categories that are of interest to you, and which companies and/or sites you would not mind hearing from via eMail or to submit your name and eMail address. This is called optin eMail or permission based eMail marketing.

By checking off any of these categories or submitting your name and eMail address, you are giving permission to receive eMail from companies that have to do with the categories you checked off or the product you are interested in.

So if you love to garden, and you check off this category, you may receive eMails from companies that sell gardening equipment and supplies.

This is essentially how optin eMail or permission based eMail marketing works and the concept behind it is relatively simple:

Optin eMail or permission based eMail marketing is said to be anticipated, personal and relevant:

How Does Optin eMail or Permission Based

eMail Marketing Work?

The first step in beginning an Internet optin eMail or permission based eMail marketing campaign is to strategize an incentive and make sure there are ways to enhance it later on in the campaign.

Assuming that frequency is indeed vital for any successful advertising or marketing campaign, it's important to remember that volunteers will need to receive an ongoing incentive in order to remain receptive to the marketing message.

Incentives can range from information, to entertainment, to cash prizes. The only mandatory requirement is that they must be clearly identified, labeled and delivered. Once an appropriate incentive is developed, the next step is approaching prospects.

When presenting the opportunity to them, it's necessary to be truthful and explain in detail the purpose and expected duration of the project. With audience in hand, the marketing begins. Since the group has basically agreed to listen to the concept, it's much easier to tout the benefits of the marketed material.

Instead of spending time attempting to attract and gain interest, all efforts can be placed toward clearly disseminating information.

Over time, more and more information can be placed into the hands of the select audience, assuming they are successfully induced to continue granting their permission. Eventually, Internet marketers can leverage the attention they have gained and change consumer behavior into profits.

How Optin eMail or Permission Based

eMail Marketing Can Help You

Upon examination, optin eMail or permission based eMail marketing is a win-win situation. The consumer receives clear, concise information on something they are genuinely interested in, while the marketer is placed in front of a captive audience that is curious about whatever it is that is being marketed.

Plus, optin eMail or permission based eMail marketing seems to be working. While e-commercemarketers the world around bash the effectiveness of banner ads, this same group claims permission-sent optin eMails are one of the best ways to boost customer retention and increase sales.

In fact, according to a report from independent Internet research firm Forrester Research, Inc., by 2004 marketers will be sending more than 200 billion eMails annually to take advantage of the medium's potency.

With such names as America Online, Amazon.com and My Yahoo! (a subset of Yahoo!) openly endorsing permission based eMail marketing tactics, it's just a matter of time before the industry evolves. Soon, the only mail (eMail or otherwise) you'll be throwing out is non-targeted information you did not ask for.

Optin eMail or Permission Based
eMail Marketing vs. Unsolicited Bulk

Email (SPAM)

Optin eMail or Permission based eMail marketing should be part of your marketing mix. Permission based eMail marketing allows you to safely and professionally get your message to a large group of people, for a very low price. Permission based eMail marketing can get your message to thousands of prospects in just minutes.

Permission based eMail marketing and unsolicited bulk eMail are two completely different animals that are often confused for one another.

It is important to realize that when you give permission to receive optin eMail, this is not considered Spam eMail. In fact, it is getting much more difficult to just randomly send advertisements out via eMail without any prior permission. To do so could land you or your company in hot water.

When customers request optin email, they are basically giving their permission to receive eMails from your company that advertise your website and your products.

This works better than telemarketing because as we all know, people hate to receive unsolicited phone calls when they are at home. In fact, the new Do Not Call Law is the direct result of overzealous telemarketing that has caused consumers to become not just a little aggravated but completely enraged with this unwanted intrusion.

When consumers pick up the phone to an uninvited telemarketing company, they either hang up or they completely tune out. It is very difficult to make sales is this fashion.

However, optin eMail has become the fastest growing marketing method simply because it works.

Optin eMail or Permission Based eMail

Marketing Has Several Distinct Advantages

Over Unsolicited Bulk Email

Optin eMail or Permission Based eMail Marketing Permission has several distinct advantages over unsolicited bulk eMail including but not limited to:

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