I think it is incredible that a book about Internet marketing from 1999 still have so much to tell. I learned a lot and enjoyed reading this classic.
Next time I start a permission marketing campaign I will ask myself this ten questions, set by Seth Godin:
1. What’s the bait?
2. What does an incremental permission cost?
3. How deep is the permission that is granted?
4. How much does incremental frequency cost?
5. What’s the active response rate to communications?
6. What are the issues regarding compression?
7. Is the company treating the permission as an asset?
8. How is the permission being leveraged?
9. How is the permission level being increased?
10. What is the expected lifetime of one permission?
If you measure it, it will get done.
You can read more reviews of Permission Marketing at Amazon here.