by johnt
12. October 2010 15:17
He may not enter anywhere at the first, unless there be some one of the household who bid him to come, though afterwards he can come as he please. Bram Stoker (Dracula).
Stoker here encapsulates permission marketing, however having the Count as a customer might bleed you dry.
Permission marketing is a term coined by Seth Godin and is used specifically in e-marketing. In essence, Marketers obtain permission before advancing to the next step in the purchasing process. For example, they ask permission to send email newsletters to prospective customers. Once permission has been given then the company can go back as many times as they want.
However for traditional types of marketing it is essential to ensure that where prospects have indicated that they do not want to be contacted by mail or telephone these wishes are met. The only way to do this is to screen all prospect communications to ensure they are TPS suppressed and/or MPS suppressed. Using online data cleansing services this can be easily achieved, if the Count has asked to be taken off a mailing list he is not the sort of person you would want to upset.