One of our clients, Design A Mosaic (DM), wanted to start up its email marketing with postcard style promotional emails (about six a year) to communicate specials, discounts, and other product news to their customer base. As we discussed in an earlier blog post, email marketing is especially important to eCommerce sites, and one of the keys to effective email marketing is making sure yours is “permission based.”

Permission-Based Marketing

The phrase was made famous by marketing guru Seth Godin in his book by the same name. Simply put, if  customers give you permission to market to them, they’re much more likely to hear—and hopefully act upon—your message. The philosophy behind it is that it’s much easier (and more cost effective) to market to the customers you do have than it is to get new customers.