Customers who want to receive advertising out of their own interest are a direct hit from a marketing perspective. With permission marketing, companies can hit this very notch. In the following, you will find out what lies behind license-based marketing and what potential it offers.
What is permission marketing?
Permission marketing is a special form of direct marketing. The recipient’s express permission precedes the sending of advertising.
As a prime example of personalized advertising, permission marketing is used primarily in online marketing and email marketing.
How strangers become customers: Seth Godin’s thesis
The permission marketing approach focuses on the customer’s self-interest in advertising. Often, companies initially offer special incentives in the form of discounts, sweepstakes, product samples or exclusive content to draw a lead’s attention to products and services. However, the company can only take further measures after it has given its consent to receiving advertising – which, for reasons of evidence, must be stored in a database.
Permission marketing can take place via a wide variety of channels (for example by post, SMS, social networks or email) and is also often operated as multi-channel marketing. With his permission, the recipient consciously decides to receive advertising and information that is relevant to him. This should increase the acceptance of the advertising messages and establish a long-term relationship with the customer through credibility and trust.
Long before the competition law and GDPR
The founder of permission marketing is the American entrepreneur and marketing expert Seth Godin. In his book “ Permission Marketing: Turning Strangers Into Friends And Friends Into Customers ” he questioned traditional mass advertising in the late 1990s and coined the term “permission-based marketing” as a much more effective counterpart.
The most common form of permission: email marketing with the recipient’s permission
Although the possibilities are diverse, permission marketing is particularly widespread in email marketing and when sending newsletters. In order to obtain the recipient’s permission, the double opt-in procedure has proven itself. In contrast to the opt-in, in which the lead only has to fill out a registration form in order to be able to join the distribution list, the subscriber has to agree to receive the newsletter a second time via a confirmation link when opting in twice.
The advantages of permission marketing
By expressly saying “Yes, I want” to the customer, the advertising company ensures that only recipients who are actually interested receive a newsletter. Conversely, with his permission, the consumer can decide which information he wants to subscribe to and thereby protect himself from unwanted or irrelevant advertising.
Thus, about permission marketing not only reduces the leakage but also increased by the positive attitude towards advertising their acceptance. With the help of segmentation and targeting, the content can also be optimally aligned to the interests of the target group, which can subsequently have a positive effect on the conversion rate – and thus the success of the email marketing campaign. In addition, with the express consent, the company also takes into account the applicable GDPR regulations for the processing of personal data and thus prevents expensive warnings.
Permission Marketing: Examples of Frequent Questions
It is now widely known that advertising is not permitted without the express consent of the consumer. Nevertheless, a wide variety of opinions and persistent myths always cause confusion as to whether there is a legally compliant permit or not. We have summarized the answers to the most common questions for you below:
Is the permission to send advertising permanent?
The answer to this question is very clear: no. Because the freedom of choice of the advertised within the framework of permission marketing also means that he can withdraw his permission at any time. Accordingly, the recipient must be given the option to opt-out – i.e. to unsubscribe – each time they contact us. If he takes the opportunity, no further advertising may be sent to him from this point in time. In the case of newsletters, this is usually done by means of an unsubscribe link that is integrated at the end of the email.
Can you avoid a subscriber accidentally unsubscribing from the newsletter?
The classic opt-out procedure entails the risk of accidentally unsubscribing. To prevent this, a double opt-out can be used instead. Similar to the double opt-in when registering, this is a two-stage process in which the cancellation must be confirmed, for example, via a link sent by email.
Does existing customers automatically have permission?
There are indeed certain loopholes in business relationships when it comes to permission. However, only if the email address was obtained as part of a business transaction, the customer did not object to the use of his data and only products that are similar to those already purchased are advertised. In principle, however, it also applies to exist, customers, that they must expressly consent to the sending of advertising.
Is a given business card sufficient as permission?
Essential regulation of the GDPR with regard to the processing of personal data concerns the obligation to prove. The advertising company must be able to demonstrate that consent has been given to the storage and further use of the data. Even if a business card with an express interest in advertising and information material was handed over, it would be difficult to prove in the event of a dispute.
Is double opt-in required by law?
In, double opt-in is not a legal requirement. Nevertheless, it has established itself as the safest and most common way of obtaining permission. Because the two-stage registration process makes the misuse of data by third parties significantly more difficult, and that protects the consumer just as much as the company that requires evidence in the event of a dispute.
Can I get permission to send newsletters by email?
Sending advertising requires the prior consent of the recipient. Accordingly, it is also inadmissible to query the interest in a newsletter by email, since this demand can already be seen as advertising.
Can the permission for advertising be preset?
The provisions of the GDPR state that the interested party must actively grant permission to use their data for advertising purposes. A preset checkmark in a control field is therefore not legally compliant because it means that the recipient must first revoke the consent by clicking away.
Conclusion: With the recipient’s permission to long-term customer loyalty
Permission marketing is a key success factor inefficient lead generation. Because with the permission of the recipient, people with real interest receive relevant advertising for products or services. This strengthens trust and loyalty to the company, which in turn forms the basis for economic success.