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A Guide to Permission Marketing

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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.

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A Guide to Permission Marketing

  1. 1. A GUIDE TO Permission Marketing <br />Damian Davila Rojas<br />damiandavilarojas@@gmail.com<br />
  2. 2. There is a Major Problem with Startups…<br />FAIL<br />VS<br />
  3. 3. Customer Acquisition is not a simple, automated process…<br />
  4. 4. The reality is that getting traction is very, very hard!<br />
  5. 5. What is Permission Marketing?<br />
  6. 6.
  7. 7. Permission Marketing<br />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. <br />
  8. 8. Permission Marketing: It Works!<br />Create a simple, useful e-mail newsletter for registered users of your product/service. <br />The little ones are doing it.<br />So are the big ones.<br />
  9. 9. THE OBJECTIVE OF THE NEWSLETTER<br />A repeatable sales model to essential clients with these characteristics:<br /><ul><li>Have a problem
  10. 10. Know they have a problem
  11. 11. Have been actively looking for a solution
  12. 12. Have put together a solution out of piece parts</li></li></ul><li>Who uses your service?<br />
  13. 13. Why would anybody sign up for a newsletter?<br />EGO: <br />Everybody wants to find the next Facebook, and..<br />Say that that they were there when it all started.<br />
  14. 14. They really do!<br />
  15. 15. Advantages of e-mail with permission marketing<br />Cost + marginal cost + frequency cost = very, very low<br />If permission is granted:<br />Anticipated, personal, and relevant<br />Today = e-mail, Tomorrow = ME-mail<br />
  16. 16. ME-mail(EGO)<br />
  17. 17. Advantages of e-mail with permission marketing<br />Traceable with Google Analytics:<br />Make efficient, smart use of Google Analytics URL Builder.<br />Can be leveraged (e.g. Evernote):<br />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.<br />
  18. 18. Challenge of e-mail with permission marketing<br />Permission level = receive newsletter<br />NOTHING else!<br />Unfortunately…<br />Companies always want to raise the permission level into something else (a.k.a. “low-hanging fruit”).<br />R-E-S-I-S-T that!!!!<br />
  19. 19. Evaluating e-mail marketing program<br />What’s the bait?<br />What does an incremental permission cost?<br />How deep is the permission that is granted?<br />How much does incremental frequency cost?<br />What’s the active response rate to communications?<br />What are the issues regarding compressions?<br />Is the company treating the permission as an asset?<br />How is the permission being leveraged?<br />How is the permission level being increased?<br />What is the expected lifetime of one permission?<br />
  20. 20. Thank you!<br />Questions?<br />damiandavilarojas@gmail.com<br />

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