Permission Marketing: Keeping in Touch with Your Customers

A permission marketing campaign is an incredibly effective way to use the web as both a communications tool and a marketing initiative. A permission marketing campaign is an online version of a direct mail campaign. Email addresses are culled from those who have expressed interest in finding out more about your organization, which is why it's referred to as "permission marketing"—your audience has given you permission to send them information by providing their email addresses.

An HTML email tool creates a branded email which is consistent with your website and other marketing materials, allows you to quickly and easily add content and images to that email, and send it to a mailing list you manage online. Your audience has the ability to easily opt-out of receiving future communication if they so desire.

If your business is in an industry that is undergoing rapid growth, is unusually complex, or if you have frequent promotions or events, a permission email campaign could be a great strategy.

Permission Marketing Is: An effective tool for communicating relevant, timely information to customers and prospects who have asked to be kept informed by you.

Permission Marketing Isn't: A code word for spamming.

If your business conducts frequent, changing sales and promotions, permission marketing is an excellent fit for your needs! While you can always update your site using LeapFrog Small Business' E-Simplicity tools, you can't ensure that your customers and prospects will know to check your site when you're having a major sale, event, or promotion.

Whether you're a home and garden supply business whose specials change with the seasons, or a collectibles shop in need of a way to tell your customers about the next trading card tournament, your customers will be glad to hear from you.

Weekly or monthly coupons are another excellent use for permission marketing. Receiving a coupon for products and services you regularly purchase is like finding money in your inbox! It creates goodwill between you and your customer.