Permission marketing its more than optin

To summarise this section, a checklist is provided of what permission marketing means in practice. Check it to see to what extent you practise permission marketing:

1. Permission marketing is an alternative approach to interruption marketing □.

2. The prospect or customer agrees to receive information. This is opt-in, i.e. it is not SPAM □.

3. Incentives are usually used to achieve opt-in □.

4. The customer is usually profiled when they opt in, or order to place them in a segment and understand their future needs from the relationship □.

5. Subsequent communications are tailored in-line with customer needs, based on the initial profiling □.

6. Incentives are used for continued dialogue: customer needs are researched as further data is collected throughout the customer lifecycle. The aim is to increase the level of permission by collecting more detailed information and responding accordingly □.

7. The customer can also decline receipt of information, effectively ending the relationship. This is opt-out □.

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