Why Permission Marketing is a Good Idea

Permission Marketing is exactly what it sounds like: marketing that is executed with the permission of the individual. A marketer initiates this relationship by asking if an individual will agree to receive emails and other marketing materials from them. Only after explicit permission is gained is the marketing cycle started.

However, the basics of permission marketing grind against everything a sales person has ever learned. In the world of sales, it is never a good idea to ask permission - a sales person must push forward and state what will happen, not ask for a favor. But in this case, the difference in approach is a strong point. Permission marketing works because it flows against the sales tide. The relationship between potential customer and marketer is approached from a friendship viewpoint. As a friend, the marketer is asking the potential customer for a favor.

Asking before sending an email or other advertisement may take a potential customer by surprise. A follow up email or brochure is expected in business and in marketing. When permission marketing is utilized, the potential customer is caught off guard. The sought out permission will leave a positive impression in the consumer's mind.

Potential customers will open an email that was sent to them through granted permission faster than a cold email. Psychologically, if permission was first requested and then granted, a person will feel more obligated to review the email. The email is expected, but it has not been pushed onto the person in any way. The customer made a commitment to allow the marketer to send to them, and therefore feels an obligation to uphold their half of the deal. An expected email also has a higher chance of skipping the spam folder. The potential customer may even add the marketer's email address to their accepted senders list to make sure that their email comes through in the future as well.

Finally, permission marketing allows marketers to assess the potential customer's interest level. If a person genuinely isn't interested in the product after a friendly conversation, the answer to the permission request will be no. If the answer is no, the marketer will be able to focus efforts on those who said yes, and therefore avoid wasted resources on someone who will not be working with the company.