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A tiny bit of content from FEDMA and Fokus Integrated Permission Marketing ABC course. Appetizer. More info: http://www.fedma.org/publications.60794.en.html
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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
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
ml
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