May we have your permission, please?

by: Charles Gaiennie on

In this week’s Marketing Minute, we address the issue of permission-based marketing and why it is so important to gain permission from your customers and prospects before you communicate with them. It is an important process since permission is often the difference between growing a relationship or abruptly and permanently closing that relationship off.

Let’s start with a definition of permission. For marketing purposes it means that someone has either explicitly asked you to communicate with them or it can be reasonably presumed that they are open to communicating with you.

Explicit permission comes in many forms but here are a few of the more common ones. A customer completes a satisfaction survey, signs up for your newsletter on your website or calls or emails you directly for a brochure, a quote or for information about your products or services. The common thread here is that they have initiated the contact from their side with the expectation that you will follow up. The second form of permission is where it can be reasonably implied that contact is OK. This also comes in many forms, such as someone hands you their business card at a meeting or trade show, the person has done business with you in the past or is actively using your products or services now, there is some established relationship between you and the person such as you serve on committee together or know each other in a way where they clearly know you and what you do. Basically, this is a group of permission givers that while they have not explicitly asked for you to send them information, they at least know who you are and can easily identify who you are when you reach out to them.

With this understanding of permission in hand, let’s move on to why this permission thing is so important.

Many people assume that marketing seems to be all about them, what they sell and do. In reality, however, marketing done well is all about someone else – your customers and prospects and what they want and what they need. When you’ve grasped this concept, you begin to understand where this permission thing fits in. In gaining permission before you communicate, you immediately make the statement that your message, and by extension your products and services, are all about fulfilling someone else’s need, not just your own. And, WOW, what a powerful message that can be. In fact, marketing that does not follow these rules is generally tagged by the market with phrases such as “junk mail” or “spam,” not descriptions you want applied to your message, we’d guess.

The Marketing Minute is actually an example of permission-based marketing. Everyone who receives this fits into at least one of the two categories we mentioned. But even with the permission in place, we still respect the right of all our contacts to not receive this message by immediately presenting the option to unsubscribe.

If you are interested in learning more about permission-based marketing, give us a call at 985.446.6088 or complete our contact form now. There is also a great summary of permission-based marketing you can download now free from our email technology partner, Constant Contact. Oh, and by the way, when you call or complete the form, we’d like to thank you for giving us permission to contact you.

© Copyright The W.L. Gaiennie Company 2016