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Although defined by Seth Godin in 1999, permission marketing principles are still core to the success of online branding. See our examples of how Facebook and Email marketing permission marketing.
Permission marketing quick guide
Permission marketing success factors
In his book, Godin explains the principles of using permission marketing both in the offline world and online world, but he doesn't describe in detail how to best achieve permission marketing using web and e-mail.
But if you only have a network permission this doesn't give you the opportunity to deliver messages which help build a relationship.
Seth Godin says: ‘Permission Marketers spend as little time and money talking to strangers as they can. Instead, they move as quickly as they can to turn strangers into prospects who choose to "opt-in" to a series of communications.’
These series of communications such as a welcome or reactivation strategy can only be delivered by email now.
In my books and in the post on today's permission marketing at the start of this guide, for each of the core principles of permission marketing, I identify, define and illustrate my principles of ‘e-permission marketing’ which show how web,social, e-mail and offline communications can be best combined to achieve permission marketing online.
These principles are:
- E-permission Marketing principle 1 – Reduce interruption marketing
- E-permission Marketing principle 2: ‘Select the best mix of communications tools’
- E-permission Marketing principle 3:‘Think Request Marketing’
- E-permission Marketing principle 4 – Achieve Opt-in
- E-permission Marketing principle 5: ‘Offer selective opt-in to communications’
- E-permission Marketing principle 6: Create a ‘common customer profile’
- E-permission Marketing principle 7 – Use powerful incentives to gain opt-in and offer a range of incentives or engagement devices
- E-permission Marketing principle 8: ‘Maximise learning, minimise attrition’
- Permission Marketing principle 9 – Enable Opt-out
- Permission Marketing principle 10 – Learn more through time
- E-permission Marketing principle 11: ‘Vary online offers through time’
- E-permission marketing principle 12: Create an outbound contact strategy
Permission marketing definition
The permission marketing concept suggests that communications requested by customers have a greater impact and higher response rates than the many unsolicited communications which bombard us each day through print, mail and
Seth Godin says that permission-based communications are ‘anticipated, personal and relevant’.
More recently, Hubspot coined the similar term inbound marketing in order to "own the term" to build their brand.
Recommended member resources for Permission marketing
Ebooks on Online brand strategy
Marketing templates on Online brand strategy
Key techniques for Permission marketing
These are the related techniques which we recommend as important for managing Permission marketing effectively. View these hub pages giving details on best practices, statistics and examples for these techniques:
View all blog articles on Permission marketing