|
|
| Both the regulatory environment
and technology advancements have made "Permission base
Marketing" as a prerequisite for email marketing
communication. While
the compliance requirements increase the costs,
technology advances have helped the users and the
service providers designate the emails as SPAM or junk.
Even if the emails are delivered to the email boxes, the
users many not open or read the same. |
| |
| The term 'Permission Marketing'
was popularized by the modern marketing guru Seth Godin.
The concept is applicable not only to e-marketing but
also for traditional marketing. However it is the most
important factor in email based marketing because of the
regulations and low cost of communication (per piece).
His concepts of 'Viral Marketing' works in tandem with
the permission marketing. |
| |
| While sending emails, the marketer
has to make sure that the permission was obtained
"explicitly" and not derived. The following approaches
are used in email marketing for obtaining permission
(from the subscribers, users or prospects). |
- Opt-out - In
this approach when a subscriber's permission taken
as granted, unless he / she explicitly opts-out of
the list. This is the least preferred approach.
However the list volume may be high.
- Opt-in - In
this approach, the subscriber has to opt-in
explicitly. By default, opt-out is assumed.
- Confirmed Opt-in or
Double Opt-in - In this case, when the
user opts-in (using a sign up form), an email is
sent to the email address specified and a rely
confirmation is solicited to confirm the
participation. This is the safe and preferred
approach. However the list volume may be low because
of the long process involved.
- Unsubscribe Provision
- When there is provision for easy and quick
Unsubscribing from the list, there is a fair chance
that the user will feel comfortable while opting
into the email list. Also, this process helps
maintain the lists clean, live and up-to-date.
|
| Also refer the
List
Management Practices section on related
discussion. |
| |
| Please note that the "permission"
handling may be different in B2C (Business to Consumer)
and B2B (Business to Business) scenarios. In the case of
B2B, generally there is a long term relation between the
sender and recipient. Even in these cases, it is
essential to make the permission rules clear to the
prospects / customers upfront. |
| |
| Another gray area in the B2B
segment is the "extent of permission" granted by the
users. If a prospect signup with a division of the
corporation (which provide one particular service or
product line), can the company assume that the
permission is granted for the entire organization? Hence
it is essential to segregate the permissions to the
business unit or product line level, though the database
could be maintained in a centralized application. This
would be very helpful if the customer requests an
unsubscribe from one particular news letter or service
offered by one division. |
| |
| LeadPro solution can be configured
to handle the permissions and unsubscribes (opt outs) at
global level or campaign (local) level depending on the
specific business requirements. |
| |
|
Please
download a copy of LeadPro
Email Marketing and Lead Management
solution data sheet in PDF
format. |
|
 |
|
Email
Marketing ||
Email List Management ||
Email Personalization
||
Campaign
Design ||
Email Newsletters |
|
Google Analytics ||
Advertiser Notifications ||
Email Marketing Software
||
Drip Emails ||
Email
Marketing Reports |
|
Lead Management ||
Lead Capture ||
Lead Distribution ||
Lead Reassignment ||
Lead Qualification ||
Lead Scoring |
|
Lead Quality
||
Lead Follow-up ||
Lead Analysis and Reporting ||
Conversion Tracking
||
Lead
Management Software |
