Based Email Marketing?
Before we proceed any further, let’s define exactly what permission-based email marketing is. It is important to note
that there are two types of email marketing. One can either send unsolicited email promotions or send out emails
only to persons who have requested to receive them. Unsolicited email is, of course, called spam. Sending spam will
ruin any legitimate organization’s reputation and brand value faster than mold grows on bread that is left outside in
the middle of summer. Rule number one of becoming an intelligent email marketer is to not send unsolicited email.
Permission-based email marketing, on the other hand, is used effectively everyday by hundreds of thousands of
organizations to build the value of their brands, increase sales, and strengthen the relationships they have with their
clients and subscribers. The key difference, of course, is that these senders are only sending messages to persons who
have requested to receive them.
Let’s take a second to understand the key difference between spam and permission-based emails.
The Axiom of Value
For the last 100 years, companies have relied on traditional advertising in the form of catchy jingles, TV commercials,
billboards, print ads in newspapers and magazines, direct mail, hot air balloons, and waving mascots. The technique
is to interrupt a radio listener, TV viewer, or magazine reader with an attention grabbing ad that compels the
consumer to buy the company’s product or at least have the product closer to the forefront of his or her mind next
time the individual is making a buying decision.
In most instances, advertising is acceptable to the consumer. Most people don’t mind seeing ads while watching
television, listening to the radio, or reading magazines—or at least they understand that these ads are necessary in
order to receive the content they are seeing, reading, or hearing. While technologies like TiVo, DVR, and satellite
radio are challenging advertisers to come up with new methods of advertising, other technologies such as Internet
television require users to watch a 30-
second advertisement prior to the start of a show. The point is, as long as value
is provided, consumers will be willing to be exposed to a few advertisements.
This same axiom holds true online. As long as your web site provides content that people value, visitors will continue
returning to the site even if there are a few banner ads or Google AdWords boxes within the page layout. While some
web sites, such as WSJ.com, have successfully switched to a subscriptionbased
model, many more web sites rely on
banner, box, skyscraper, and contextual advertisements to earn the bulk of their income.
The same axiom, that as long as value is provided, consumers will be willing to be exposed to a few advertisements,
also holds true with email. As long as one provides value—whether by providing content on a topic a recipient is
interested in or a discount off a product related to one purchased previously—people will allow you to continue
to contact them. Each and every email you send of course contains your logo, information on your products and
services, and links to your web sites. These items are the advertising and should be surrounded on all sides by the
items which make the communication actually add value to the lives of your readers.
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