In the second installment of this three-part series, Karen Talavera, president of Synchronicity Marketing, continues citing "The Six C's of Permission Email Marketing." This week she explains why being honest and forthright is in the marketer's best interest:
Clarity
When requesting permission to send email ads, deliver a clear pitch so your recipients understand what they are agreeing to. "There are numerous shades of gray here and, sadly, many online marketers seem to thrive in muddy waters," writes Talavera. Allowing someone to opt out later isn't the same as getting them to opt in. "In today's world, forgiveness does not equal permission," she adds. Recipients should also understand which channels of communication you will use, as well as the formats in which these messages will arrive.
Confidence
A customer's decision to opt in depends on the trust they have in you. "Break or abuse that trust, or fail to live up to your promises, and no matter how badly they want or need your product, customers will seek it elsewhere," says Talavera. One way to earn confidence is to create a comprehensive privacy policy that explains why you need the requested data and how it will be used. You can keep that trust by following through on your word.
The Po!nt: "Permission marketing involves considerable forethought and planning which is what makes it both more complex and infinitely higher performing than opt-out approaches," Talavera concludes.
Source: MarketingProfs. Click here for the article.
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