The foundation of Sign-Up.to’s services
Permission marketing, a concept first defined by Seth Godin in the 1999 book of the same name, neatly defines the principles that the Sign-Up.to system is based on. Despite being over a decade old, it’s still well worth a read.
Truly effective marketing is an ongoing conversation between a brand and a consumer, a relationship which the marketeer works to deepen through relevant, timely and engaging communications.
‘Permission’ is the fundamental difference in this form of marketing – communication is with those who have ‘raised their hand’ and requested to hear more from a brand – this isn’t mass-marketing, instead it’s a carefully crafted conversation.
When we first founded Sign-Up.to, email and SMS were the key online direct marketing channels and Permission Marketing quickly became extremely important as the antithesis of the dreaded spam.
The growth of social media and mobile marketing through channels other than SMS has made permission even more relevant as these channels deepen the opportunities for conversation between consumers and brands whilst also increasing the potential reach to include a fans wider network. This offers fantastic opportunities for the permission marketer, but also increases the negative consequences of breaking the trust by providing a public forum for complaint to spread.
The entire Sign-Up.to system has been built around the ‘Permission Marketing cycle’ which we developed to provide a framework for managing campaigns.
The application is separated into a section for each step of the cycle, making creating and managing campaigns a logical and simple process.
Collect is where contact data is collected and managed.
Create is where messages are designed and tested.
Send is where messages are sent to the right contacts.
Analyse is where results are collected, insights gained and fed back into the marketing process.