Permissions: Do you have control over your most important tool?

17. January 2020

Permissions: Do you have control over your most important tool?

With better structured permissions, your company can benefit more from your email marketing. In this post, Jesper Vagtel Johansen goes through how you get it done. Once and for all.


If you are interested In working with newsletters and email marketing, you probably already know some of the key benefits of a newsletter: ROI is higher than on other channels, and most importantly: because you own the channel, you won’t lose access to your customers.

However, there is a small but: in order to enjoy these great benefits, you need permission from your recipient. If you do not have that, your emails are most likely going to be filtered as spam or, in worst case, end up in the inbox of the Consumer ombudsman.

In other words, permissions make up the whole basis of email marketing. They are your most important tool since without them – no list to send to and the workday becomes really short, really quickly. Therefore, the title of this post: Do you have control over your most important tool?

Do you keep your permissions in a plastic bag?

Do you want a sloppy craftsman who shows up with his tools randomly thrown in a plastic bag? I wouldn’t think so. The plastic bag might be large enough to store all your tools, but it is no 5-star solution. The craftsman would spend too much time digging around in the plastic bag, looking for the right tool. The bottom line is that it would not be very professional.

Storing your permissions in an Excel-sheet or CMS is basically just as effective as printing them and then keep them in a plastic bag. The Excel or CMS solution wastes a lot of time as it requires you when you to manually export the email addresses into the newsletter system. It wastes time that you could have improving an email or getting a better grip of your target audience (we’ll get to that a little further down).

Do it right from the start

You probably get most of your permissions from your website – but there is no reason for them to stay in your CMS. They are of much better use when they are in your newsletter system.

The good news is that all serious email marketing and marketing automation platforms have integration capabilities for CMS. If you make sure to have the right settings from the start, you can save a lot of time and minimize the risk of human errors.

Structured permissions make you more relevant

It is required that your company is structure if you have many permissions. When it comes to B2B, permission can be structured according to, for example, industry, geography, interests, potential, or company size (back to the craftsman: that means all screwdrivers, pliers, and hammers are already sorted separately).

Most email marketing platforms can segment the mailings into lists, filters or any other form of functionality. This way you can create more targeted and relevant content which you can notice the effect of all the way from the opening to the conversion rates. That is the effect of getting a better grip of your target group.

If you would like to know more about how to use customer data to improve your communication, you should take a look at this post.

If you think it’s time for you to clean up your tools, we would be happy to talk to you. We can help you with your permission gathering, structuring systems and designs as well as sending out your newsletters.

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