Create growth with new permissions

12. September 2019

Create growth with new permissions

Would you like more people click the button that says “SIGN UP FOR OUR NEWSLETTER”? Then read on as Jesper Vagtel Johansen examines three strategies for obtaining new permissions.


When you get your prospective customer’s email address, you are actually getting much more than that. Because the small @ is a hook that you can use to create dialogue through newsletters, blogs, knowledge sharing, events, special offers and more.

That way you can get them interested and warm them up digitally before you have the first meeting – whether it is physical or over the phone. It is a basic tenet of inbound marketing that you let customers come to you on their own.

Customers coming to you is, indeed, a dream scenario. But in order for that dream to become a reality, you must have their permission. And in this particular case, it’s a very short-term strategy to ask for forgiveness rather than permission. There’s the GDPR…

But how do you get their digital acceptance? I’ll show you how in three different ways right here. Complete with advantages and disadvantages.

Method 1: Pop-ups – they are better than their reputation

In a nutshell: Pop-ups can be annoying, but they work.

The slightly longer explanation is that when pop-ups are utilised correctly, you can actually convert 2–3% of visits to permissions. So how do you utilise them correctly? There are two basic elements:

  • Make them intelligent so that they respond to behaviour and don’t just block the screen as soon as someone enters the page. Give people a chance to see what they came for. The behaviour may be the user being about to click away from the page, but you can also make your pop-up time-specific. If a user has been reading about a particular topic for x number of seconds, there must be some interest.
  • Quid pro quo. Think of it in terms of the good old ‘what’s in it for me?’ Your prospective customer is much more likely to grant permission if you provide something in return. It could be a gift, a discount code, e-book, report, free event participation or knowledge in one form or another. As a minimum, explain what they will get out of signing up for your newsletter.
Method 2: Gamification – a very effective method

Most of us like playing games. Advent calendars, wheels of fortune with discount codes and quizzes are well-known examples. To participate, one’s email address is of course required. You can activate and exploit this gaming urge.

Gamification can be used seriously in the context of knowledge sharing, as a product guide or as an actual game. The advantage is that it converts significantly better than other measures – up to 20–30% at its most successful.

So you should definitely consider gamifying something. The disadvantage is that it can seem a little superficial in some contexts. You are the best judge of your audience in this case.

Method 3: The long haul – what you can do on a daily basis

The last method of collecting permissions is, in fact, not a single method, but consists of a number of actions that you can take to collect permissions in the course of your daily work.

The disadvantage is that it requires continuous effort compared with the automated solutions I’ve already mentioned. But the effort isn’t so arduous that it isn’t worth getting started. Because each email represents a potential new customer.

So here are seven suggestions for small daily initiatives you can put into immediate practice:

  • Promote the newsletter in every employee’s email signatures.
  • Get visitors to sign up when they register at reception.
  • Get customers to sign up when they are queueing at the checkout.
  • Write into contracts with customers that they have to subscribe to the newsletter.
  • Ensure that customers are subscribed to the newsletter when they sign up for other things – such as customer events, seminars and trade shows.
  • Ask clients regularly – send them the link for signing up.
  • Include a link for signing up in your newsletters – people might have been forwarded them.
Does it work?

As the astute reader you are, you’ve probably already figured out that this post is also a form of inbound marketing. At InterMail, naturally, we follow our own advice – so we know that it works. If you’re ready to take the next step, you’re always welcome to contact us. We work with everything from embedded games to some of Scandinavia’s biggest loyalty programmes.

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