In such a crowded world, with so many messages, so much media, life has become about relevance. In this recent post on Campaign Monitor’s blog, the author describes how he received an Email from someone he knew, someone he had agreed to receive Emails from about a subject in which he was interested. He’d given permission for that person to speak, and agreed that he would listen.
Pushing the Boundaries of Email Permissions
The trouble is, that person took that permission to mean something it didn’t. The permission marketing theology is very powerful but very fragile. It’s based on trust: break that trust and permission will be removed and next time you have something relevant to say, your audience won’t be there.
Treat Your Subscribers with Respect
To use the old fable, you cried wolf. There was no wolf and now we don’t believe you.
When we talk about having permission to email people we are talking about something quite specific. It’s an agreement from your subscriber to receive emails about a particular topic, or related to a particular transaction.
Even when you have that permission, there are times when you might decide your message is not actually relevant to the reason people initially subscribed. It’s about treating your subscribers respectfully, and not just emailing everyone you are ‘technically’ allowed to.
Silence is Golden
When it comes to permission live by the old adage “If you ain’t got nuthin’ nice to say, don’t say nuthin’ at all”.