What adds edge to a permission e-mail?

Share this content:

Like religion or politics at a dinner party, mentioning permission at a gathering of e-mail marketing professionals can be a fast way to get a lively conversation going. Some will suggest that permission - however they define it - is paramount. Others will say that permission doesn't matter at all or that you don't even really need it.

The truth is that permission is the wave of the past. But that actually doesn't mean that permission doesn't matter today. It's just that it matters in a completely different way.

Whereas being a double opt-in mailer in 1999 conferred automatic good-guy status on your program, it doesn't today. You can triple opt-in your list and still be a spammer in the eyes of e-mail recipients and Internet service provider gatekeepers. Conversely, single opt-in - or, even opt-out - doesn't automatically make you evil.

So what does matter? Relevance. Sending good, high-value targeted e-mails to the right people at the right time.

How do you do that? Well, permission is part of it. It's the first step, in fact. How you get it, how you honor it - all these are important elements in setting expectations for subscribers and set the stage for a great relationship.

But then the hard work begins. Who are these subscribers? What are they interested in? How does your e-mail help make them smarter, thinner, happier, more successful? Answering those questions is the key to getting them to see your e-mail as something they want to receive.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here