Permission Based Marketing Really Works – Article 8

This article is very basic in its content.  Unfortunately, many businesses have let what I am about to discuss fall through the cracks.  As a result, they never really know why they didn't get the desired results from some of their marketing programs.

Everyone today is probably familiar with the term “spam”. For those who are not, spam is the abuse of electronic messaging systems by sending unsolicited bulk emails indiscriminately. In simple terms, if I send you an email without your permission it will end up in your spam folder or depending upon your email settings, it might get deleted immediately without you ever knowing it was sent.  Spam also applies to other forms of being contacted such as regular mail.  How many pieces of "junk mail" do you throw in the trash every day?

Most businesses ask their customers to fill out forms that have a space to leave their email address as another method of being contacted. This is a very good business practice. Unfortunately, if you do not ask your customers to add you to their “safe sender” list on their email software settings you will most always get spammed and the email will never arrive. You might think you are doing a mailing to 1,000 customers when in reality it is possible that as little as 100 might receive it.

I keep talking about your customers being your best asset. If you are not cultivating great relationships with them, you are really throwing away lots of potential business. Every business without exception must ask all their customers to fill out a simple reply card. Give an incentive to get this done if you have to. Not only do you want to create a database that has all your customers email addresses, but with one click on an email distribution list you can reach hundreds and thousands of your customers.

Regardless of your business, the ability to reach your customers with information or incentives is critical to your growth. Also, it enables you to initiate one of the most effective forms of marketing, referrals. It is so easy to ask your customers, the people that I assume already are happy with your business or service to recommend you to a friend. And, for this you will give them an incentive. These referral programs can be very simple in concept, fun to execute and be tremendously successful.

Permission based marketing goes beyond just emails. Its core foundation is getting your customers to agree to want to receive future information from you. Information is a very powerful resource and many people, if given the choice, will agree to want to receive ongoing communications. Why would you spend money on postage mailing information to people who do not want to receive it?

I suggest that you revise your forms to include an area where you directly ask your customers for their permission for you to contact them. If you have a large category of products and services you can ask them to check the boxes that interest them. Also, ask for their preferred method of being contacted; mail or email. Perhaps phone or mobile might be appropriate.

This message is simple but very important. You need to get your customers permission for you to contact them in the future. If you fail to do this you could be wasting a lot of money and time sending information that never arrives or won't get read.

My next article will discuss “Differentiate To Win The Game”. Until next time.