Knowing what is permission marketing, its drawbacks and strengths
Have you ever subscribed to emails to get special offers from brands you like? Most likely, yes. Let’s say you receive a special offer email from Starbucks and open it. You received the email because it might be your birthday, and you were offered a free drink or a 20% discount coupon. This kind of offer is known as permission marketing.
Permission-based marketing is a term that Seth Godin first coined. This is a type of marketing that refers to the audience’s willingness to accept a message or promotion from a brand.
In his book, “Permission Marketing: Turning Strangers into Friends, and Friends into Customers” Godin explains that consumers must have the ability to choose what and how the promotions they receive.
Types of Permission Marketing
There are two types of permission marketing: express and implied.
- Express: consumers knowingly subscribe to email to receive marketing messages from a brand. For example, a consumer deliberately signed up for a newsletter. Express permission marketing is common when a brand is about to create a new business relationship.
- Implicit: a brand already has a relationship with consumers, but that consumer has not yet entered the newsletter recipient list. For example, someone who is already your customer, or someone who frequently visits your website.
Whichever type you use, both leave control to the consumer and give them flexibility when they want to start or stop connecting with your brand. With this kind of pattern, permission marketing is one of the most effective, low-cost marketing methods.
Is Permission Marketing Worth It?
After looking at the above, you can see that permission marketing is an effective and cost-effective marketing method. However, this is not the only one. Another advantage is that it can maintain good relationships with consumers, build reputation, and increase leads.
Consumers Become More Loyal
By maintaining good relationships and providing content that is following what consumers want, their loyalty to your brand will increase. So you have to study everyone who is already willing to accept your marketing message and present the content most relevant to their characteristics and desires.
Build a Brand Reputation
One of the best ways to build a brand reputation is by delivering quality email marketing messages to your audience. Make your content or message something they’re waiting for, and don’t want to miss.
Generate New Leads
When someone subscribes to content on your website, they have an interest in what you have to offer and want to learn more. It also means that you have generated new leads.
Lack of Permission Marketing
Apart from the above advantages, permission marketing also has several drawbacks. This marketing is usually executed automatically, so you must be careful not to send too many messages. Too many messages can overwhelm your email inbox, and ultimately reduce their interest in your brand.
The same is true if you send too few emails. Your audience will forget about your brand easily. So you need to adjust the number and intensity of the messages you send.
Meanwhile, the types of messages that should be sent are promotional messages, member-only messages, and newsletters.
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