Saturday, January 27, 2007

 

Testing the bounds of permission

Bob Bly has started a good conversation about just how far permission can be stretched, particularly in the email marketing world.

Just because you've given a company permission to send you email, doesn't necessarily mean they can email you daily. Or multiple times daily. Unless that's what you expected, or what you requested.

Permission is not a binary decision by your customers. It's rarely black and white. Just because a new customer wants to stay in touch, and has put their email address on a signup sheet next to the register, doesn't mean they want you to move in and be their new best friend.

By effectively capturing permission intent from your customers, you can ensure that you're being as respectful as possible to 100% of your customers, while increasing frequency (and sales opportunities) with those who want such a deeper relationship.

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