B2B Permission Marketing

Original Post  - Feb 26, 2008

Permission Marketing is only advertising to people who have told you they are interested in your products or services. This gives you a much smaller audience, but one who is much more likely to purchase your products. Interest can be shown in many forms: a website visit, an email, a phone call, a booth visit. Don’t forget to include your past and current customers - the ultimate form of interest!

Once you have a list of contacts, one of the best and unobtrusive ways to engage your potential customers is through a regular enewsletter. eNewsletters are a great way to keep your brand and products as top-of-mind and to give valuable information in the form of announcements, case studies, support information, and related topics. Keep in mind that your audience is people, so content should be short and to-the-point and most importantly - valuable! An enewsletter should be regular to have the most impact - at least monthly, and more often, such as weekly, is better (just don’t go overboard - most enewsletters don’t need to be daily).

Spam laws require that you have an unsubscribe link in your email - and it is best to only send emails to people who have requested information (most types of shown interest above are safe). A good enewsletter vendor will be able to handle these, as well as subscriptions, and stats.

On Thursday we’ll discuss what enewsletter stats are important and what they mean to you.