Permission marketing is an online marketing strategy that focuses on obtaining a customer or prospect’s consent to receive information from our company.
The concept of permission marketing was coined by Seth Godin in 1999 with the publication of his book of the same title. It establishes the three pillars on which permission marketing is based:
- The first of these involves obtaining the recipient’s permission to receive the message.
- The second leg consists of personalizing the message according to the recipient’s personal characteristics.
- Thirdly, permission marketing requires the use of media that do not interfere with the recipient’s activity, with what they are doing at that moment.
Email is the most widely used medium in permission marketing strategies, for example, to send communications and offers for newsletters and advertising messages. These strategies, which would be part of the strategies associated with inbound marketing are usually focused on customer loyalty. The keys to success in loyalty strategies require a properly segmented user database: the more relevant and personalized the advertising messages we send, the more likely it is that the user will open the message (open rate), read it, find something of interest and end up clicking on one of its links (click-through rate).
