Getting permission: Exploring factors affecting permission marketing

Tito Tezinde, Brett Smith, Jamie Murphy

Research output: Contribution to journalArticle

58 Citations (Scopus)

Abstract

Permission marketing suggests an evolution of direct marketing, particularly used with e‐mail. It combines databases of customers who agree to receive marketing messages with low‐cost, customized e‐mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior.

This applied research examined implementing permission marketing, relevant literature, and permission marketing's effectiveness influencing consumer interest and behavior. A case study tested the propositions resulting from the literature review and evaluated responses to a permission marketing campaign that used traditional and new media. This study found that relevance—personalization, brand equity, and previous relationships—influenced response rates. This article adds to the growing body of research on permission marketing's role in marketing theory, as well as its applied effectiveness in the marketplace.
Original languageEnglish
Pages (from-to)28-36
Number of pages9
JournalJournal of Interactive Marketing
Volume16
Issue number4
DOIs
Publication statusPublished - 2002

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