Permission Entails Respect

Permission marketing is one of the most useful tools in a marketer’s communication toolkit. People agree to receive e-mails from your company. Their consent potentially overcomes the message clutter barrier that can hamper otherwise well conceived promotion campaigns. What could possibly go wrong when we have one’s permission to send e-mails?

Getting consumers’ permission to send e-mail is one hurdle; sending messages with relevant and compelling content is another hurdle, one that is not always cleared. According to a survey by Epsilon and ROI Research, unsubscribing from opt-in e-mails is a problem facing marketers. Survey results found 55% of North American recipients of permission marketing messages unsubscribe occasionally, and 14% said they unsubscribe frequently. The reasons? Irrelevant content (67%) and too many e-mails sent (64%) were the top two. A third reason was concern that e-mail address was being sold or shared (50%).

These results provide a call for responsible use of e-mail among marketers. Permission entails an obligation not to abuse the privilege of e-mail communication with a customer or prospect. Just like a person who gets tuned out because they talk about irrelevant topics or talk too much, a company can become a nuisance by sending e-mails that are uninteresting or too frequent. Customer permission is a significant commitment to gain. Treat permission respectfully to minimize the possibility of unsubscribes to your permission-based list.

eMarketer: “Why E-Mail Subscribers Unsubscribe”

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 27 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons.

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