The consumers get two benefits: 1) they get more entries to win a prize; and 2) they receive information about things that match their profile. About 38 percent of the people we present this offer to do, in fact, opt in. But this is very different from an opt-out campaign, in which consumer data is rented and used until the victim takes an action

you reward the consumer and receive in exchange overt, obvious opt-in, then by all means go ahead and share the name. Yoyodyne, for example, has an opt-in list in which we offer consumers a chance to tell us their interests so we can rent their names to marketers who choose to reach them by e-mail.

6. Why Can’t We Sell the Names and Data We Collect? My Company Has Been Doing This in Direct Marketing for Years, and It’s a Major Profit Center for Us. Of course you can sell the data you collect. But the moment you do, you have devalued the permission you were granted.

Marketing and What We’re Doing Now? Most marketers practice Interruption Marketing. The difference is simple. An Interruption Marketer is a hunter. A Permission Marketer is a farmer.

Marketers win when they can convert what many perceive to be a short-term permission cycle to one that lasts for a much longer period of time.

10. What Is the Expected Lifetime of One Permission?

Without proper care, the permission will fade. But by focusing on how to earn more and more trust from the prospect, the marketer can increase the permission, making it a more valuable asset over time.

How Is the Permission Level Being Increased?

When you have permission to talk with relevance and personalization to a large number of people, you can piggyback new messages to the group and dramatically increase profits.