This presentation is part of the FEDMA Permission

Marketing ABC course.

The 5 module course is now available on DVD

along with a handbook.

More info: http://www.fedma.org/publications.60794.en.html

Final Permission Marketing module

20 top tips – Michael Leander

A mix of tips relevant to several areas of email

based permission marketing

TIP # 1: Set your strategic objectives for your email permission

marketing program

Customers

• Build relationship

• Sell more stuff (cross-sell/upsell)

• Profile customers

• Expand touchpoints with customers

Prospects

• Initiate and build relationship

• Customer acquisition

• Profile prospects

• Survey prospects

?

• Create referral mechanisms

• Re-activate lost customers (win-back activities)

(c) Michael Leander Nielsen, 2008

3

# referrals

Win-back

Convert to customer

CTR

SalesRepeatBusiness

TIP # 2: Prioritize: Whom are your Most Wanted Permissions. We

recommend to target your existing customers first

Loyalty

Terrorist

Dissatisfied

Suspect

Prospect

Trial Buyer

Customer

Advocate

Fan / Partner4

(c) Michael Leander Nielsen, 2008

How ”mucho” are you

willing to pay for

a permission?

Tip 2,5: Acquiring permission

Acquire permission utilizing all possible

customer/prospect interaction points

Website

Direct mail

Telemarketing

Customer service

TV/Radio etc

Contracts

Point of purchase

Tip # 3: Work hard to create

excellent contents and relevant offers

Leads Trial

buyers

Customers Lost

customers

Product

relatedX X X X

Promotions X X X

Company

newsX X X

Surveys X X X X

6(c) Michael Leander

Nielsen, 2008

Do not underestimate the power of good content,

nor the work involved in creating good content

Tip # 4: Differentiate your messages (content)

7

Align communication

with customer/prospect

status and interests

Tip # 5: Profiling to understand each and every recipient

Influential?

Individual with own

viewpoints,

convictions

Interests,

leisure, hobbies

Part of a group

and/or family.

Decision maker or ”just

” an influencer?

Attitudinal data

- Opinions

- Preferences

- Needs

- Desires

Interaction data

- Offer/order

- Click behaviour online

- Response behaviour

- Referral behaviour

Historic data• Orders

• Transactions

• Usage history

• Payment history

- Orders

Personal data• Attributes

• Characteristics

• Misc. info

• (Geo)demographics

Tip # 6: Profiling your audience is essential. Plan it well

9

(c) Michael Leander Nielsen, 2008

Tip #s 7 + 8 + 9

Gradually build your customer/recipient profile

Don’t ask too much too soon. Remember the old

direct marketing saying:

Any great relationship starts by someone given away

something for free

If your offer is attractive to the target group, they are

likely to provide more profiling information

instantaneously

Ensure that you have a marketing database or an

email marketing permission system in place

Tip # 10

Set clear measurable, tangible goals

Open rate (OR)

Click through rate (CTR)

Conversion of call to actions

Cost per order, enquiry etc.

Tip # 11

Test and measure

Measure and test

How you are doing

and how can you

improve results

Tip #12: Getting the attention you deserve

From – never change the

sender address/name

Subject – oh, very

important

Preview pane: Be sure that

your compelling reason to

open is at the very top

Tip 13: Your MWRs Most Wanted Responses

What are you

trying to

accomplish?

What is your most important

MWR, 2nd. most important,

3rd. most important?

*And no more. Basta

Tip 14:Walk in the park

Think about your process:

Email received

Email acted upon

Where do you lead

respondents to?

Website

Campaign website?

Newsletter portal

Hold my hand, Harry

Leave me alone, Larry

Tip #s: 15, 16

Remember that your email contents and delivery

format must be specically designed to fit major

email platforms, i.e. Gmail, Hotmail, Outlook, Notes

Receiving and reading email on mobile devices is

becoming more and more common. Your email must

be readable in that format

Tip # 17

Copy, copy, copy

Single biggest challenge in permission based email

marketing is YOUR COPY

Think direct marketing copy

Think repetition is good

Think call to actions is important

Think compelling reasons to act is vital

Think: You need great copy-writers whom

understand the email marketing medium

Tip # 18

Behavioral targeting

Do not send content, which has already been

responded to

Or use behavioral tracking to identify whom have

shown interest, and then send a follow-up message

Initial

Email

User clickedX-link

You send follow up Y

You trackfollow up Y

Whathappened?, Send again?

Tip # 19 to 19,3

Get recipients to approve you as ”safe sender”

Safeguard your IP address and never ever share

your IP address with someone else. Ask you system

provider if you are sharing with other clients.

Remember to always ask for a referral / tip a

someone

Tip # 20 to 20,3

Use permission marketing experts to

Get you off to a good start

Improve your existing setup

Provide creative and/or structural input

Use FEDMA for any legal aspects you need to cover

Use FEDMA for benchmarking your results

Webinar about profiling and case studies

Remember that you will receive an invite to

participate at a complimentary webinar about

profiling in November

Also – you might like to consider participating at

this years summer school in Madrid:

http://www.icemd.com/ismpeng2009/fedma/home.ht

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