Brann: Permission Improves Consumer Response

Ninety percent of consumers say marketers should ask permission before sending information from any medium, according to a survey by direct marketing agency Brann Worldwide released yesterday.

Of the 400 respondents surveyed by the Wilton, CT, company, 92 percent felt positively toward companies that ask permission and 81 percent would be more willing to respond if permission were sought beforehand.

Eighty-seven percent said that being able to choose how they were contacted had a positive effect on their decision to grant permission.

Forty-two percent felt strongly that they would give permission to be contacted in exchange for timely news of holiday promotions.

The news was not so good for telemarketing. Ninety-nine percent said they preferred not being contacted by telephone about frequent-buyer programs they belong to and travel offers that interest them.

In contrast, 56 percent said they wanted to be contacted by e-mail about frequent-buyer programs they belong to. E-mail again was the choice for news on upgrades to electronic and high-tech equipment, travel packages and cell phone rates and offers.

Conventional, hard-copy mail was the preferred mode of communication for receiving credit card offers, bank communications, philanthropic solicitations and automotive updates and offers.

Called “The Power of Permission: The New Rules for Making Relevant Connections With Your Consumers,” the survey was conducted using the Brann Connection, an e-mail-based survey engine that offers raw data for insights on new campaigns, trends and client-specific issues.

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