Permission Marketing

Permission marketing is a neat idea for improving your relationships with potential customers. It's an alternative to blasting lots of people with messages that they may not be interested in reading.

It works like this. A person who is searching the net comes across one of your web pages. Your page has a sign-up box that asks if they're interested in receiving more information via email. They enter their email address and perhaps their name.

The sign-up box is basically asking them if it's okay to send them more info or add them to your newsletter emailing list. This would be considered a "single opt-in" process.

Lots of experienced marketers prefer a "double opt-in." After the person enters their info in the sign-up box, they receive an automatic email requiring them to confirm their interest in receiving your emails.

That way, if some joker has mischievously submitted someone else's email address, the mischief is cut short. Also, if the sign up was legitimate, but the person has changed their mind since visiting your web page, it's an easy way for them to disconnect from further contact.

This double opt-in process helps keep your mailing list focused on people who are genuinely interested in receiving emails from you. It's a simple way to make things better for your subscribers and for your business.

Seth Godin, who popularized the idea of using opt-ins, says it's a matter of "turning strangers into friends, and friends into customers."

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