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

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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