Explain why a permission marketing approach is required for a B2C site.

I'm often asked how much information a visitor or prospect needs to give on a landing page before he can download your white paper. Name, title, company name, address, phone, and email are standard. Questions that are obviously "qualifying" (annual revenue, purchasing authority, etc.) asked up front may result in a drop off in conversion (the number of people who complete your form).

In B2B email marketing, an unstated quid pro quo defines the level of permission. You, the target audience, offer valid information about your company. And I, the B2B email marketer, will provide access to a useful and informative guide or white paper. In B2C, it's not just an exchange of information. If the email recipient enters name, phone, and mailing address in response to a B2C promotion, it's usually so you can ship her the item she purchased.

In both scenarios, permission is critical. In B2B, specify you'll keep the information private. You're more likely to get registrants. In B2C, be up front about what you're going to do with the information your new customer provided. Use opt-in, not opt-out, when asking if you can send future emails about "related" products or services.


Since an e-mail strategy is proactive, get your customers’ permission; otherwise it is spam

Rules of permission marketing:
a.Permission must be granted – it can’t be assumed
b.Permission is selfish
c.Permission can be revoked as easily as it’s granted
d.Permission can’t be transfered