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
Uneak White's Personal Brand Exploration Presentation
20 Tips email marketing from FEDMA Permission Marketing Course
1. Final Permission Marketing module
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
2. 20 top tips – Michael Leander
A mix of tips relevant to several areas of email
based permission marketing
3. TIP # 1: Set your strategic objectives for your email permission
marketing program
3
• Build relationship
• Sell more stuff (cross-sell/upsell)
• Profile customers Repeat
Customers • Expand touchpoints with customers Sales Business
• Initiate and build relationship
• Customer acquisition
• Profile prospects
Prospects • Survey prospects
Convert to
customer CTR
• Create referral mechanisms
• Re-activate lost customers (win-
back activities)
? #
referrals Win-back
(c) Michael Leander Nielsen, 2008
4. TIP # 2: Prioritize: Whom are your Most Wanted Permissions. We
recommend to target your existing customers first
4
Fan / Partner
Advocate
How ”mucho” are you
willing to pay for Customer
a permission?
Trial Buyer
Prospect
Suspect
Loyalty
Dissatisfied
Terrorist
(c) Michael Leander Nielsen, 2008
5. 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
6. Tip # 3: Work hard to create
excellent contents and relevant offers
Leads Trial Customers Lost
buyers customers
Product
X X X X
related
Promotions X X X
Company
X X X
news
Surveys X X X X
Do not underestimate the power of good content,
nor the work involved in creating good content
(c) Michael Leander
6
Nielsen, 2008
7. Tip # 4: Differentiate your messages (content)
Align communication
with customer/prospect
status and interests
7
8. Tip # 5: Profiling to understand each and every recipient
Part of a group
and/or family.
Decision maker or ”just
” an influencer?
Individual with own
viewpoints,
convictions
Influential?
Interests,
leisure, hobbies
9. Tip # 6: Profiling your audience is essential. Plan it well
9
Interaction data Attitudinal data
- Offer/order - Opinions
- Click behaviour online - Preferences
- Response behaviour - Needs
- Referral behaviour - Desires
Personal data Historic data
• Attributes • Orders
• Characteristics • Transactions
• Misc. info • Usage history
• (Geo)demographics • Payment history
- Orders
(c) Michael Leander Nielsen, 2008
10. 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
11. Tip # 10
Set clear measurable, tangible goals
Open rate (OR)
Click through rate (CTR)
Conversion of call to actions
Cost per order, enquiry etc.
12. Tip # 11
Test and measure
Measure and test
How you are doing
and how can you
improve results
13. Tip #12: Getting the attention you deserve
From – never change the Subject – oh, very
sender address/name important
Preview pane: Be sure that
your compelling reason to
open is at the very top
14. 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
15. 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
16. 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
17. 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
18. 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 clicked You send You track What
X-link follow up Y follow up Y happened?,
Email Send again?
19. 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
20. 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
21. 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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