20 Tips email marketing from FEDMA Permission Marketing Course


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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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20 Tips email marketing from FEDMA Permission Marketing Course

  1. 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. 2. 20 top tips – Michael Leander  A mix of tips relevant to several areas of email based permission marketing
  3. 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. 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. 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. 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. 7. Tip # 4: Differentiate your messages (content) Align communication with customer/prospect status and interests 7
  8. 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. 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. 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. 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. 12. Tip # 11  Test and measure  Measure and test  How you are doing and how can you improve results
  13. 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. 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. 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. 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. 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. 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. 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. 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. 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 ml