Opt for permission marketing to target genuinely interested customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2021, 5:32 PM UTC

With data privacy trends and customer behaviour constantly evolving, leveraging permission marketing can help brands deliver personalised and targeted messaging.

With permission marketing, brands must first seek their audiences’ permission before sending them marketing messages. This marketing tactic can help brands target only those customers who are genuinely interested in the brand and want to hear from it.

As permission marketing structures marketing plans to focus on audiences that want to hear from the brand, it can drive higher engagement and conversions. In the long term, permission marketing can also help companies lower marketing operation costs and drive long-term customer relationships. One of the most steady examples of permission marketing is subscription-based emails.

With the help of permission marketing, businesses can effectively personalise emails based on the customer’s online journey and online buying behaviour across various customer touchpoints. It can help brands drive more upsells and cross-sell while also increasing the impact and ROI of marketing emails.

Similarly, marketers can use permission marketing to provide customers with loyalty programs to offer complementary and value-added services. Further, brands can encourage customers to subscribe to various channels where the company can offer a variety of content – such as audio, video and text. Such cross-platform engagement can help marketers deepen the impact of their permission-marketing model.

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