Getting permission is a basic courtesy. And it’s true not just in life but in marketing too, more specifically in email campaigns. Although some advertisers don’t find permission-based email marketing valuable, it’s still the best way to go in terms of marketing through email.
Think of this:
Wouldn’t you appreciate it if a brand asked for your permission first before they even begin bugging you with emails? Just imagine a random salesman that keeps on following you in the mall trying to sell you something, it would be extremely annoying, wouldn’t it?
How permission-based email marketing benefits your brand?
In permission-based email marketing, you get the recipient’s authorization to receive further marketing stuff from you. As a result, they tend to anticipate marketing messages from your brand. And this can prove beneficial for your brand.
Improve email reputation
According to a specialist at Byteplant, brand reputation is vital in a successful email marketing campaign. With permission-based email marketing, recipients are asked upfront whether they want to receive emails or not. As a result, you avoid getting your messages marked as spam, thereby improving your email reputation and email deliverability.
Avoid penalties due to spamming
Apart from being an ethical approach, permission-based email marketing prevents you from potential fines due to spamming. Recipients are asked to give their consent before emails are sent to them. Take note that it is illegal to send spam or unsolicited emails. Companies that violate these regulations could be fined accordingly, not to mention, its negative impact on your email reputation.
Most preferred method by consumers
In the 2016 data from Demandwave, email is still the most preferred digital marketing channel with 95% of brands using it. However, with the barrage of emails advertising a wide array of products, consumers find them irritating. By asking permission before sending emails, you prepare them to read future messages coming from you.
Reach your audience instantly
Email offers the fastest way to reach your target consumers. You skirt media buying, complicated creative process or printing. With just a click, your message is sent out to your target audience. Permission-based email marketing enables to give customers the latest information about your products or services.
Get personal yet professional
Unlike other marketing channels, email campaigns don’t involve impersonal messaging or huge graphics. You can write very personal messages but still in a professional manner. Personal emails are more effective compared to canned messages. When drafting your marketing emails, try to sound natural and true. Consumers want to read messages from real people and not those chunked out by machines. Permission-based email marketing also lets you tailor your message depending on the recipient.
Better engagement results
Finally, permission-based email marketing has better engagement result as compared to just sending emails without the recipient’s permission. As a result, you also get a better conversion rate and better leads. When a recipient authorizes and expects to receive marketing emails, he is more likely to open the message, read through it and do what it asks of him. This means you get the value of your investment in permission-based email marketing.