In the Gold Rush days of online marketing (about 10 years ago), permission-based marketing meant a confirmed opt-in to the email newsletter. Scammers and spammers have since ruined what could have been a great way for legitimate marketers to communicate with prospects, and even though email marketing isn’t “dead” it’s a less-preferred way for many customers to get your messages.
Spammers are starting to ruin social media channels, too, leaving legitimate marketers with a dilemma in 2015. Customers are more in control of what they see and hear, and can block or unsubscribe with a single click. They’re also deliberately choosing when and where to interact with your brand and frequently choose to ignore you.
You want customers to tweet, share, like, and subscribe as well as visit your website and get your email newsletter. You want to touch them frequently, and they may give you permission in every channel. Watch out: Even if they’ve given you multiple permissions, communicating in all channels all the time is definitely taken as spam, no matter your intentions.
Marketers are still uncertain about permission boundaries in new media, especially as even newer medias pop up all the time. With the rise of data mining and integrated algorithms, some of these touches fall outside of the marketers’ control (take Facebook’s responsive ad serving as an example). Don´t fall into the trap of sending frequent messages just because you can–use permission privileges wisely.
Worried that your competition will out-message you? Focus on value, not quantity, and watch your spammy competitors fall by the wayside. Use each communication respectfully and you´ll create long-lasting relationships with loyal customers.
In the past, it was enough that customers shared their email addresses with you–that gave you permission to market to your heart´s content through the one channel available. In 2015, look at the whole of your marketing messages (even the ones you have little control over) and make sure you’re not overwhelming the good will of potential customers.
