Permission Marketing

Permission Marketing is a marketing strategy where companies obtain the explicit permission of customers before sending them promotional messages or information. The term was coined by Seth Godin in his book "Permission Marketing" and stands in contrast to traditional interruption marketing, where advertising often reaches consumers unsolicited and without their prior consent.

A central aspect of permission marketing is the voluntary consent of the customer. This consent, often in the form of newsletter sign-ups, subscriptions, or other opt-in procedures, means that the customer is actively interested in receiving information from a company. This approach increases the relevance of the communication and the likelihood that the customer will respond to the marketing messages.

Another important aspect is relationship building. Since the customer has granted the company permission to communicate with them, the communication is based on trust and respect. This fosters long-term customer relationships, as customers feel that their preferences and desires are being considered.

For example, an online retailer may ask visitors to sign up for their newsletter to receive exclusive offers and news. Only those who actively sign up will receive these emails, which increases relevance and engagement.

Permission marketing is particularly effective in email marketing, where personalized and relevant content is sent to customers who have explicitly expressed their interest. This strategy often leads to higher open rates, click-through rates, and conversion rates compared to unsolicited marketing emails.

In summary, permission marketing is a customer-focused kundenorientierte marketing strategy based on voluntary customer consent. By focusing on relevance, trust, and relationship building, companies can make their marketing communication more effective and strengthen customer loyalty in the long term.