What is permission marketing?

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Most of the time, these emails are deleted and we don't even take them into consideration. What's more, they cause annoyance because we feel that they have invaded our privacy and that they have made us waste time. This SPAM practice is called interruption marketing for this reason, because it means a break in our planned daily activity. Although the success rate of this type of marketing is very low, as its cost is very small, companies often use it.

If we look closely, the headlines of these types of messages always contain the word “offer” or “opportunity” to attract our attention, because the people who send them are aware that they must include some kind of claim so that the person reads them and does not delete them, which is what happens most of the time.

What is permission marketing?
In response to this type of advertising that generates so canada whatsapp lead much rejection among the public, permission marketing appeared . It is a concept coined by Seth Godin whereby the client's permission is requested before sending them the advertisement. In this way, the sender can be sure that there is interest on the part of the person and that they will be willing to give up part of their time to listen to what is being offered. Therefore, it is a concept that is completely contrary to the previous one: advertising is only delivered if the recipient gives us their permission.

What are the benefits of permission marketing?
This marketing practice has a number of advantages over the interruption practice discussed above:

Personalization : When we address the person directly, he or she feels that he or she is being treated in a special and differentiated way from the rest. Therefore, he or she will value this specificity and understand it as an effort that the company is making towards him or her to present a product that will solve that need. Otherwise, why would they go to so much trouble?
We ensure the recipient's interest : by asking the recipient's permission beforehand, if he or she answers affirmatively, it means that he or she is interested in that product or service. Otherwise, he or she would have rejected any type of contact.
The person gives up part of their time : one of the most annoying aspects of interruption marketing is that it makes us lose time that we could have used on something else that would have generated some kind of well-being. Even if the loss was only half a minute, for example, the feeling of dissatisfaction is significant. People are increasingly more careful about what and with whom they decide to spend their free time. Therefore, if some people have chosen to spend part of their time listening to us, it is because there is a real interest behind it.
It enables you to discover the needs and preferences of your customers : this direct and personalised contact with the customer enables you to get to know them much better. Before speaking, it is also important to listen. During contact, whether in person or via any other channel, you must try to gather as much information as possible about the customer in terms of needs and preferences in order to have the most complete database possible and to be able to adapt the product to the requirements of the target audience.
It allows for higher and better quality sales : since it is the customer who shows interest, this means that the probability of a sale is greater than if you go door-to-door without first knowing the preferences of the customers in question.
It increases customer loyalty : thanks to personalised contact and the fact that customers are listened to, over time, the person becomes attached to the company itself. In this way, they can also be presented with other products from the range offered, in accordance with the needs expressed.
Increase profitability per customer : One of the goals of every company is to ensure that each customer buys as many products as possible from our company and consumes as few products as possible from the competition. Thus, while the customer becomes more connected to the company itself, they have less contact with the competition in the sector.
How to generate permission marketing?
To achieve the ultimate goal of a loyal and engaged customer, the following steps can be taken:

Offer a way to ask for permission in the information : when sending information or addressing them, there must be some kind of incentive or way through which the person can show interest in us and give their approval so that we can address them. For example, the prospectus can include offers or discounts, the possibility of subscribing, studies, a support phone number, advice or information on a topic of interest.
Offer the products that have been shown to be of interest : once the person has given permission, we can obviously approach them and show them what they have asked for. Remember that during this process, it is essential to gather information about their preferences and needs.
Maintaining contact over time : this interaction with the client cannot only take place after we receive permission to contact them. Every person wants personalized treatment, so we must be attentive to all their requests.
Once the customer has tried a particular product, ask for permission to offer other products that might interest them : as the business relationship progresses and contacts become more frequent, the customer's trust in the company increases. This is therefore the time to build loyalty and bond with the customer. The best way to do this, and also the most profitable, is to offer them the opportunity to find out about other products that we think might be of interest to them.