Yes, I gave you permission, but I no longer care
I just had an email from an organisation whom I gave permission to market to me. But it's been a decade or six since they emailed me last. I'd forgotten they existed.
I'd forgotten about them so much that I wasn't even remotely curious about anything in the email except the 'unsubscribe' link. I used it.
Well, that is what Permission Based Marketing is all about.
Only it isn't.
Permission Based Marketing is about gaining and retaining permission to send useful and interesting stuff on a reasonably regular basis. It's about training the recipient to like you. It's about gaining sufficient trust to get then to buy.
It's not about arriving after a space of three hundred years and expecting to be welcome still. I never liked the parable of the prodigal son anyway! "You wasted your money, you spent your inheritance, and now you come running back to us with your tail between your legs. We were about to have some bread and cheese. Want some?" To heck with fatted calves!
It's not about making me yearn for the unsubscribe link. Lucky that was there, too. If it hadn't been easily available the 'report as SPAM' button works well and tends to report it, too. Well, mine does.
I wonder who they were?
2 comments:
Yes, TT, I agree. A friend in Paris just forwarded me a link to a shoe shop she likes there and now I get spam emails from them constantly. I didn't ever send them my email -- they just picked it up from her forward. I'll tell you what, even if I could read the French to order the shoes, I wouldn't do it now! :)
Now that is appalling. If you can be bothered, look at the right hand margin of the blog under "Complaints - UK Information Commissioner" and fill out a Privacy and Electronic Communications Regulations complaint, doing it online. It'll take about 5 minutes.
With the UKIC has no jurisdiction in France he will pass it to his French counterpart.
I imagine the French guy will shrug and do nothing, but it's always fun to watch that happen!
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