What is permission marketing

Permission marketing, which falls under the branch of marketing, is a strategy that involves the processing of personal data and consumer consent through a request to receive promotional communications from a company.

In practice, its goal is to obtain permission from the consumer to communicate with them because it is assumed that this will lead to greater attention to the message and thus higher effectiveness.

The authorization can be requested by inviting someone to subscribe to the company's newsletter, a blog, or to follow the company on social media.

This strategy was developed to maintain a lasting relationship with the consumer over time.

Permission Marketing Strategies

Permission marketing uses the opt-in technique, which serves to indicate how consumers express their consent to receive informational and commercial communications.

In practice, a user who needs to subscribe to the newsletter must provide their email address and confirm their willingness to join the service.

Permission marketing strategies focus on  segmentation and personalization of products, which are essential for effective selling.

To implement a permission marketing strategy it is important to follow several points:

• Evaluate your product and ask yourself if it manages to attract the user;
• Obtain permission and acceptance from your potential customer;
• Segment users to send precise information to the specific person;
• Prepare a specific content for each user to improve conversions;
• Sell the product.

Depending on the type of product or service, the content may vary, and that's why communication should be personalized based on the customer in front of you.

Advantages of Permission Marketing

Permission marketing brings several benefits to the company:

• The consumer does not view the sending of promotions as intrusive because they have given their consent;
• It earns the customer's attention because they are awaiting our information;
• They can store more information thanks to a database that allows for more organized information;
• There will be a more active conversation with the consumer.

Marketing campaigns that use permission marketing strategies encourage the consumer to initiate first contact with the company and lead to conversions.