Remember when permission was sought from authority figures? When communication was from the one to the many? When there was no doubt your message would get through and people would pay attention?

Well that was fun while it lasted. Now people decide what they want to watch, what they want to hear and who they want to receive email from. In each instance the individual is in control, giving or rescinding permission to the larger entity. Permission, or opting-in, is the foundation of email database marketing and it shouldn’t be taken for granted.

What are you doing to make sure people are granting you permission to contact them? Don’t assume you’ll get it and don’t underestimate its value. Permission is the path to continued communication with your email database. Sell the benefits of receiving your email. Explain what’s in it for the database member. Provide specific benefits that will make someone say, “yes” please send me your emails, your offers and your content. Provide an example of an email they might get, with an Internet presale, valuable discount or remarkable content. And remember, each email you send is an opportunity to reinforce the permission that was granted, or with one click, deny all future emails.

Targeting questions? Aim them at info@presslaff.com.