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A GUIDE TO Permission Marketing  Damian Davila Rojas damiandavilarojas@@gmail.com
There is a Major Problem with Startups… FAIL VS
Customer Acquisition is not a simple, automated process…
The reality is that getting traction is very, very hard!
What is Permission Marketing?
Permission Marketing Develop a process of contacting existing users to determine the necessary client interaction (e.g. customer life-cycle) to provide a clear idea why these users were willing to use a service/product that still needs some tweaking.
Permission Marketing: It Works! Create a simple, useful e-mail newsletter for registered users of your product/service.  The little ones are doing it. So are the big ones.
THE OBJECTIVE OF THE NEWSLETTER A repeatable sales model to essential clients with these characteristics: ,[object Object]
Know they have a problem
Have been actively looking for a solution
Have put together a solution out of piece parts,[object Object]
Why would anybody sign up for a newsletter? EGO:  Everybody wants to find the next Facebook, and.. Say that that they were there when it all started.
They really do!
Advantages of e-mail with permission marketing Cost + marginal cost + frequency cost = very, very low If permission is granted: Anticipated, personal, and relevant Today = e-mail, Tomorrow = ME-mail
ME-mail(EGO)
Advantages of e-mail with permission marketing Traceable with Google Analytics: Make efficient, smart use of Google Analytics URL Builder. Can be leveraged (e.g. Evernote): Premium subscribers get a 500 megabyte monthly upload allowance  (compared with 40MB for free accounts), enhanced security through SSL, priority image recognition, and premium customer support. All this for  $5per month, or $45 for the year. Sign up for a year of Evernote and  get a FREE limited edition American Apparel Evernote t-shirt.
Challenge of e-mail with permission marketing Permission level = receive newsletter NOTHING else! Unfortunately… Companies always want to raise the permission level into something else (a.k.a. “low-hanging fruit”). R-E-S-I-S-T that!!!!

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A Guide to Permission Marketing

  • 1. A GUIDE TO Permission Marketing Damian Davila Rojas damiandavilarojas@@gmail.com
  • 2. There is a Major Problem with Startups… FAIL VS
  • 3. Customer Acquisition is not a simple, automated process…
  • 4. The reality is that getting traction is very, very hard!
  • 5. What is Permission Marketing?
  • 6.
  • 7. Permission Marketing Develop a process of contacting existing users to determine the necessary client interaction (e.g. customer life-cycle) to provide a clear idea why these users were willing to use a service/product that still needs some tweaking.
  • 8. Permission Marketing: It Works! Create a simple, useful e-mail newsletter for registered users of your product/service. The little ones are doing it. So are the big ones.
  • 9.
  • 10. Know they have a problem
  • 11. Have been actively looking for a solution
  • 12.
  • 13. Why would anybody sign up for a newsletter? EGO: Everybody wants to find the next Facebook, and.. Say that that they were there when it all started.
  • 15. Advantages of e-mail with permission marketing Cost + marginal cost + frequency cost = very, very low If permission is granted: Anticipated, personal, and relevant Today = e-mail, Tomorrow = ME-mail
  • 17. Advantages of e-mail with permission marketing Traceable with Google Analytics: Make efficient, smart use of Google Analytics URL Builder. Can be leveraged (e.g. Evernote): Premium subscribers get a 500 megabyte monthly upload allowance (compared with 40MB for free accounts), enhanced security through SSL, priority image recognition, and premium customer support. All this for $5per month, or $45 for the year. Sign up for a year of Evernote and get a FREE limited edition American Apparel Evernote t-shirt.
  • 18. Challenge of e-mail with permission marketing Permission level = receive newsletter NOTHING else! Unfortunately… Companies always want to raise the permission level into something else (a.k.a. “low-hanging fruit”). R-E-S-I-S-T that!!!!
  • 19. Evaluating e-mail marketing program What’s the bait? What does an incremental permission cost? How deep is the permission that is granted? How much does incremental frequency cost? What’s the active response rate to communications? What are the issues regarding compressions? Is the company treating the permission as an asset? How is the permission being leveraged? How is the permission level being increased? What is the expected lifetime of one permission?
  • 20. Thank you! Questions? damiandavilarojas@gmail.com