One key for independent agents' successful marketing is "permission marketing" that helps build trust and long term customer loyalty, says Expedia CruiseShipCenters Sales Manager Pat Heathfield. “When you’re sifting through the mountain of e-mails in your inbox, how do you decide what to read and what to instantly delete?” Heathfield asks.
“In his book, 'Permission Marketing: Turning Strangers Into Friends and Friends Into Customers,' business guru Seth Godin explains that the difference between what's interpreted as spam versus a welcomed message is often a matter of asking permission,” Heathfield says.
Here are Godin’s three main guidelines which have been incorporated into the permission-based email marketing program at Expedia CruiseShipCenters, Heathfield notes.
Personalize Your Message
Customers are more likely to open a message from someone they know. That’s why all of the e-mail newsletters that Expedia CruiseShipCenters sends out on behalf of our agents are sent personalized to the customer and include the Cruise Consultant’s photo, personal website and contact information.
Only Send Relevant Information
People want to read information they’re interested in. When people join Expedia CruiseShipCenters’ 7SEAS Club, they’re given the option to subscribe to one or more of our destination specific newsletters so they'll only receive information about places they actually want to visit.
Your Message Should be Anticipated
When someone is expecting to hear from you, your message will be a welcome one. All of our permission-based email newsletters are sent at the same time each month so customers not only expect it, they look forward to it. Each message sent from the Cruise Consultant is further building rapport and trust with the customer.
For more on how Permission Marketing leads to Customers For Life, and Expedia CruiseShipCenters use of the tools, agents can attend one of the networks upcoming webinars. The webinars are designed to show agents how to leverage permission marketing, recognizable branding and ongoing support to help agents grow their business.