Permission Marketing gone astray – InfusionSoft
July 9, 2008 19 Comments
Couple of weeks back, I came across this company called InfusionSoft. I signed up to download something that looked interesting to me called “9 proven techniques to double sales”. To do this, I had to fill out the following form.
When you do this, they send you a link via an email to download the white paper. I was fine with it until this point.
Then the trouble started – there is nothing in the above dialog that gives them permission to send me anything other than the above white paper. Now I get daily emails from their CEO Clate Mask. Here are some of the titles of the emails and some of the content in the email.
Email 1: How one incredible number skyrockets your income
…… Just imagine being able to double your sales (even when businesses all around you are falling further and further into debt.) Think how great you’ll feel when customers are begging you to serve them AND you can stop wondering if you’ll be in business next month. ……
Email 2: 7 Magnetic Marketing Secrets To Explode Your Profits
……when you’re in harvesting mode, you’re working smart and scooping up sales left and right. You can spend your time at closings, on the phone with hot leads or out on the golf course because you know your prospects will call YOU when they’re ready to move forward. ….
Email 3: Double your sales with one powerful secret
and on and on it goes.
What? Customers coming begging to me to serve them? Go and play golf because prospects will call you? Am I living on the wrong planet or what?
Do you think I will ever buy anything from InfusionSoft? No, but I sure am writing about them so that I can save others from this experience.
The emails also say this – which I thought was even more hilarious
We Product marketers should take note – Just because we allowed a customer/prospect to download something free from our website, it does NOT give us permission to send them stuff. If we want to engage with them, we need to do it using Permission Marketing, a term coined by Seth Godin. Ask for their permission and then send them useful stuff that will help them get better at what they do. We need to build a trusted relationship with them such that they will hopefully buy something from us in the future. It is not a guarantee, but if we help someone, they are bound to at least invite us to the “purchase” party if we indeed have what they want.
Permission marketing is NOT getting permission from the customer to spam them – this will absolutely kill any chance of getting any future business.
Yes, InfusionSoft does give me a way to unsubscribe from these emails, but it is work I have to do.
Clate, you will not be getting the phone call from me begging you to serve me while you are having a good time playing golf.