Have you ever registered to receive e-mail updates and special offers from a brand? that you like? Chances are, this answer is "a thousand times, yes." Let's say you open your email to see a new Starbucks promotion. Maybe for your birthday, you will be offered a free drink or a 20% discount coupon. This offer, and similar ones, are examples of permission-based marketing.
Email marketing based on authorization
Authorized marketing is a term coined by Seth Godin. It explains how companies can market their products to a subscriber who authorizes their marketing or allows them to receive offers and announcements of a brand.
What is marketing by authorization?
Permission marketing is a term that refers to consumers who choose to receive marketing offers and ads from a brand. The concept was invented by marketing expert Seth Godin and is divided into two schools: express marketing authorization and implicit marketing authorization.
In his book, Permission Marketing: Turning Foreigners into Friends and Friends into Customers, Godin explains that consumers should have the power to choose the marketing method for which they are intended. When consumers agree to receive marketing emails, marketers are better able to understand their interests and respond to their interests.
If you sign up for Starbucks Rewards, it's probably because you like their drinks and you think it's very interesting to earn points for every vanilla milk coffee you buy.
You can also enter your email address to access an analysis report and tick a box by giving the company permission to send you other relevant content offers. In these cases, the customer provides information in exchange for something of interest – the basis of authorization marketing. In short, it's a niche way to market for customers on their terms.
There are two types of authorization marketing: explicit and implicit.
Marketing with express authorization – The consumer provides his email to receive marketing messages. For example, they could sign up for a newsletter. Express marketing is common when creating new business relationships.
Implicit Marketing – The company has an existing relationship with the consumer. This may include a person who is a current customer or a frequent visitor to the website.
Regardless of the form of e-mail marketing used, both give the reins back to the client, thus allowing him to control the beginning and the end of the relationship.
Authorization-based marketing is a way for companies to offer incentives that match the interests of customers.
Marketing without permission
Marketing without authorization means any marketing offer sent to a recipient without his consent. For example, if you receive an e-mail list from a conference, you sponsor and send recipients of this list an e-mail on your latest version, it will be an unauthorized marketing .
Receiving permission to market to your recipients is one way to build trust, value and brand loyalty to consumers. Sending unauthorized offers can result in consumer frustration, privacy breaches, and loss of business.
Is marketing by permission worth it?
You may have already realized that authorization marketing was a profitable method of marketing. This is not the only advantage. Other benefits include maintaining strong customer relationships, building reputation and building leads.
By investing time in what customers want to see, they will become loyal to your brand. Businesses are also gaining a positive reputation by providing high-quality email marketing services to their audiences.
In addition, authorization-based marketing generates new leads. When someone subscribes to your content, he subscribes to find out more about the services offered by your company.
But not everything is coming. Marketing roses based on permissions. Permission marketing has its disadvantages. For example, because these permission-based marketing emails are often automated, companies should be careful not to send too many. A company that sends email to customers about each new transaction, sale, or feature launch can overload an inbox and degrade customer interest.
The same is true if you send too few emails. A prospect may forget that your business exists as quickly as they discovered you. It is essential to balance the volume of the content and the pace.
So, what kind of content is the best when you use authorization marketing? Here are some examples to start the debate:
Promotions – Send a notification to subscribers at a promotional event exclusive to their interests.
Benefits of Membership – Keep subscribers invested by sharing member-only offers.
Letters of Information – Inform subscribers of the latest updates or changes made to your product in an information letter.
Similarly, sending content to consumers unrelated to what they signed up for may lead them to disengage. If a customer signs up for a weekly Instagram marketing newsletter, he will probably not be interested in a new product sale ad.
Examples of permission marketing
E-mail marketing comes in many forms. Here are some basic rules for creating strong permission marketing e-mails:
Make sure the client gives permission
Clearly state that consumer information is private
Provide an easy unsubscribe option to locate in the e-mail footer.
Choose content that encourages the subscriber to keep coming back for more information.
Add Personality – These emails are an opportunity for a company to let go and be more laid back with its subscribers.
These e-mail examples are succinct with their content, use attractive graphics, and include an incentive for the consumer to act.
Source of the picture: Later
I subscribe to emails from "Later", an Instagram planner. I receive updates on new Instagram features and fun tips. I like that each of Later's e-mail subject lines ends with a relevant emoji and that the content displays clear and interesting call buttons to action.
Even for a B2B platform, Later finds a way to add his distinct voice to his weekly newsletters. Each is signed by the platform's CEO, Taylor, so he always feels personalized. For more B2B marketing examples, click here.
Source of the picture: Forever 21
The Forever 21 messaging game is powerful. I became a subscriber to be informed of sales. What I receive are pleasant weekly emails with topics relevant to pop culture.
Notice how the sale only addresses those who order online? Not only is there an ongoing sale in the call to action, but the other two promotions at the top of the email give me the choice to personalize my shopping experience.
Authorized marketing is generally an automated marketing method, there are tools to help with creation and planning.
When choosing an email marketing service, consider a few points:
Make sure there is a clear and obvious way for customers to register and manage their subscription.
Make sure your automation service matches your current marketing strategy. HubSpot offers a free email tool, as well as the free HubSpot CRM software, that lets you create, customize, and automate your emails. The HubSpot tool also ensures that automated marketing content complies with CAN-SPAM, a law that governs email marketing.
Authorized marketing is essential for a company that wants to optimize its marketing efforts and generate new leads. You can customize your marketing messages and customers can customize the offers closest to them. To learn more about how to penetrate email marketing, check out this ultimate guide.