Permission based marketing was a term coined by Seth Godin to describe relevant, timely, and anticipated marketing communication – particularly email. The ideas been around a while, but it seems that the word hasn’t spread.
So many promotional emails, in fact so much online marketing fails to utilise the inherent advantages of the medium.What does that mean?
- It means that an email doesn’t have to be a facsimile of the flier that your company produces.
- It means that marketing teams can personalise the content of their communications so that the customer receives content that they find interesting and relevant.
- It means you can sell more stuff – if you do it right.
A case in point – Morgan Computers is a UK operation that sells surplus and graded IT equipment. They occaisionally have some good kit and I’ve bought one or two things from them in the past. If I’ve received the odd email communication from them, then I’ve looked it over, after all one or two emails over the course of a few months is perfectly acceptable and probably quite effective from a sales & marketing perspective.
However, over recent months and weeks the volume of email from Morgan Computers has gone up massively. But not in a good way. I’ve not expressed a preference for more mail or to hear about particular products, instead my inbox receives a print like list of the same old stuff week in, week out. No offence intended Morgan Computers but it smacks of sloppy marketing and verges on spamming and I bet it isn’t helping our email reputation is it?
So goodbye Morgan Computers, like other organisations that don’t bother considering their marketing effort I’ll be consigning you to the unsubscribe button or even worse for you, I’ll be flagging your emails as spam. If a tiny percentage of your email recipients do the same, you’ll do untold damage to your email program and ultimately your brand.
Online marketing doesn’t have to be hard and with the tools available to marketers, it isn’t even expensive. So why do so many businesses continue to underwhelm on this front?