11-25. Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She has a database containing more than 3,000 names of individuals who have purchased or rented formal wear. She would like to develop a permission marketing program. How can the marketing team encourage individuals to give permission to receive marketing materials? Once the company has the customer’s permission, how can the relationship be continued to make it beneficial to both the consumer and to Karen’s Formal Dress?

Describe the methodology Karen should use in her permission marketing program, including the types of materials, methods of distribution, and incentives.