Permission Based Email Marketing -The Effective Email Marketing Strategy That Works!
Permission based email marketing has proven to be one of the most effective marketing strategies for small and medium-sized businesses. Recent studies and polls have shown that most merchants who conduct email marketing campaigns consider this method of reaching prospects and customers highly-profitable.
The correct way to conduct an email marketing campaign is implied in the name of the strategy: permission based. Without a prospect’s permission, sending an unsolicited email will often be perceived as spam. Once you have a prospect’s permission to communicate with him through email, it is important that you follow the following tips to maximize the effectiveness of your email promotional campaigns.
Tip #1: Focus On Building The Relationship
Most people agree to receive email only after considering what they have to gain (or lose) from giving their email address away. As a business owner, merchant, or affiliate marketer, you should focus on building a relationship with those who give you permission to contact them through email. Those who “opt-in” want to like you. They want to trust you. Trust is only gained by treating them like real personalities rather than merely a list of email addresses.
Many email marketers make this critical mistake. They send email after email to their subscribers without stopping to think of the people behind the email addresses. As a result, their email marketing campaigns often seem lifeless and dull.
When writing your emails, always focus on building the relationship that you have with the people on your subscriber list. Speak to them individually (even though you are writing to everyone at once) and you will gain their trust, respect and attention.
Tip #2: Offer A Way Out
Every permission based email marketing campaign should allow the subscriber (i.e. the person who has give you permission to contact them via email) to “opt-out” of your email list. That is, always provide the subscriber the option of ending the relationship.
Though doing so may sound counterproductive to building a large email list, it instill a level of confidence within your subscriber that they are not trapped on your list. They know they can easily terminate the relationship whenever they feel the need. This level of confidence increases their trust in you. Ironically, giving your subscriber a way out is often a critical element in gaining their long-term loyalty.
Tip #3: Benefit From The Theory Of Reciprocity
The theory of reciprocity is often attributed to Dr. Robert. B. Cialdini. Through numerous experiments and by observing human behavior, Cialdini noticed that when something generous was done for a person, that person often felt motivated to reciprocate the goodwill. This tendency of human behavior is directly applicable to your permission based email marketing campaigns.
Linked tightly with building a relationship with your subscriber (Tip #1 above), provide an enormous amount of value to your subscriber. Be generous by giving them more than they expect to receive from you. You will likely find that many of your subscribers will be motivated to reciprocate your generosity by buying a product you are promoting.
Effective permission based email marketing is a proven way to drive profitable leads to your business. Done properly, email marketing can be a major profit center for your business. Follow the tips above to create and run an email marketing campaign that will continue to pay dividends for you and your business over the long-term.