What is Permission-Based Email? - Making an Email Campaign Successful

One of the questions we often run into in working with clients is, “Is my list okay to mail to?” In response we assume that if you are asking the question, the answer is probably no. Ultimately that’s the litmus test that should be used. If you are in doubt about whether or not you have the subscriber’s permission, then the user will have doubt too.

To expand on what permission means: Webster’s defines permission as “the approval or act of formal authorization to do something.” In the case of email, you need the approval of your prospects and customers before you send them email. That is permission. That is an “opt-in.”

How Do You Capture Permission?

Capturing permission or opt-ins can be challenging, but ultimately, you have to first know who you are targeting and why. Basically, you have to know who you are marketing to and what they are interested in. Taking it a step further, your website is the best support vehicle you have for capturing permission.

A recent study by NFO WorldGroup showed that most customers will provide their email address to you online when they feel it advantageous for them to do so. A full 24% in that study reported that they provide their email address to receive order confirmations by email, and 22% said they provide it to receive special offers, coupons or discounts on future purchases. Finally, 17% said they register online to receive newsletters or in-depth information to which they otherwise would not have access.

This is where knowing whom you market to and what they are interested in comes into play. Permission begins by making it “worth the while” for your prospects - by offering them an incentive or advantage for providing their information. This incentive could be a white paper, or an informative newsletter, or a contest.

Permission is Worth It

The time you take to build a valid permission-based list is not only worth it, but it will pay off several times over in customer retention and sales growth. The fact is, the stronger the relationship and approval, the more responsive your list will be.

Types of Permission

Permission comes from a proactive opt-in on the part of the subscriber - meaning they have to check a box or actively sign up to receive something by providing their email address.

Take your opt-in a step further to improve the quality of your names and to ensure rock solid permission. Using “confirmed opt-in” or “double opt-in” can do this. Confirmed opt-in occurs when you provide the subscriber with a follow-up email reminding them that they have asked to receive information and reminding them of the email address they used. If they forgot or no longer want to receive the information, then they can easily opt-out by the link you provide them in the email.

Double opt-in occurs when you provide a follow-up email to the subscriber, asking them to click and confirm that they still want to receive your information. They aren’t actually added to your list unless they confirm.

The bottom line is that permission is mandatory, and the ultimate benefits of building your subscriber list the correct way are huge. Having an active list of subscribers that are genuinely interested in hearing from you on a frequent basis is where you want to be. There you will find customers and prospects looking to do business with you, and they will be happy about it!

Rhythm Interactive offers several strategies for building permission-based “opt-in” lists. Contact us today to learn more.