Lead Generation or Permission Marketing??
Monday, March 14th, 2005It has been a long time between posts but I have to comment on this one.
When a local press release is titled “Permission Email Marketing Gathers Pace” I’m all ears, this has to be good news for online marketing.
Well it is BUT I’m not sure about the headline. Here’s why.
As far as I can see this describes how you can rent a list of people that have chosen to receive offers from companies like yours. They do this because they can build up their own loyalty points that they can later redeem for prizes.
As a marketer you don’t know who these people are. You can, however, buy the right to send them messages about your product or service.
Yes it’s not spam – they have opted in to receive the offers – but is it Permission Email Marketing?
I always thought there was more to Permission Marketing then just not being seen as SPAM.
The Seth Godin theory had people joining your list and you nurturing them through various stages of Permision as they began to become more likely to either buy for the first time or keep buying if they are already a customer.
Two things of note here. First, it’s a multi-staged approach. Second they need to be on your list for it all to work out.
So well done to the guys for giving us access to a list of people we can correctly use for lead generation. It’s a great resource for those wanting to bolster their own Permission Email Marketing plan with a few likely prospects.
