Analysis of the Characteristics and Definition of Permissioned E-mail Marketing

Permissioned e-mail marketing is an online marketing method that effectively delivers valuable information through email with the user’s prior permission. It has significant characteristics such as low cost, high response rate and strong pertinence. At the same time, this marketing method emphasizes the confidentiality and convenience of user information, which helps improve the ability to monitor marketing effects.

1. Characteristics of permissioned e-mail marketing

1. Low cost

According to the survey results of eMarketer, an American market research company, the most important characteristics of e-mail marketing are its low cost and significant effect, which makes it the preferred means of corporate marketing.

2. Higher response rate

Although the response rate to email marketing has declined in recent years, it remains at a relatively high level. Data from online advertising company DoubleClick shows that the average click-through rate for email marketing across all industries is 8.5%, with the consumer products industry having the highest click-through rate of 10%. However, the interests of recipients change rapidly and the timeliness of user registration information is poor, causing some users to lose interest in the initial content.

3. Highly targeted and reduce waste

Permissioned e-mail marketing can deliver targeted advertisements and effectively reduce marketing costs. However, it is increasingly difficult to obtain real user information, which requires companies to invest more effort in the accuracy and completeness of user data.

4. Confidentiality

Compared with other marketing activities, email marketing has unique confidentiality. Information is sent directly to users’ mailboxes, making it less likely to attract the attention of competitors. This provides convenience for companies to maintain their competitive advantage in the market.

5. Convenience

Email cannot be sent as efficiently as traditional direct mail advertising. An email can be sent within seconds to hours, and undeliverable emails will be returned within a short time. The overall marketing cycle can be completed within a few days.

6. Facilitate marketing effect monitoring

Compared with other marketing methods, e-mail marketing has real-time monitoring capabilities and can easily obtain data feedback, such as delivery rate, click rate, response rate, etc., so as to evaluate the effectiveness.

2. Definition of permissioned email marketing

The definition of permissioned email marketing can be summarized as delivering valuable information to users via email with their prior permission. Its operation relies on three basic factors: user consent, email delivery and information value. Compared with traditional methods, this marketing method can reduce user interference, improve the accuracy of potential customer positioning, and enhance customer loyalty.

The prerequisite for conducting permissioned e-mail marketing is that the enterprise has the e-mail addresses of potential users. These addresses can be obtained by collecting them themselves or using third-party resources. In this process, enterprises need to provide value or services to enhance users’ interest and make them voluntarily join the permission list. This way, potential customers will provide feedback and an ever-improving user experience while focusing on the company’s products or services.

For example, “New Jiangnan” is a tourism company that uses email marketing to promote its tourism projects. The company selected an electronic weekly with more than 30,000 subscribers as the information delivery carrier, and planned to send marketing information every week, ultimately achieving a significant increase in the company’s website traffic.

The above description demonstrates the unique advantages and operation model of permissioned email marketing, emphasizing its importance in maintaining customer relationships and expanding potential markets in the modern marketing environment.