The document discusses the challenges of customer acquisition for startups and introduces permission marketing as a strategy to engage existing users effectively. It highlights the importance of creating an email newsletter for registered users to establish a repeatable sales model while maintaining user permission without overstepping boundaries. Additionally, it outlines the benefits and evaluation metrics of email marketing in relation to user engagement and leveraging permissions.

1. A GUIDE TO Permission Marketing Damian Davila Rojasdamiandavilarojas@@gmail.com

2. There is a Major Problem with Startups…FAILVS

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?

7. Permission MarketingDevelop 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. THE OBJECTIVE OF THE NEWSLETTERA repeatable sales model to essential clients with these characteristics:Have a problem

10. Know they have a problem

11. Have been actively looking for a solution

12. Have put together a solution out of piece partsWho uses your service?

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.

14. They really do!

15. Advantages of e-mail with permission marketingCost + marginal cost + frequency cost = very, very lowIf permission is granted:Anticipated, personal, and relevantToday = e-mail, Tomorrow = ME-mail

16. ME-mail(EGO)

17. Advantages of e-mail with permission marketingTraceable 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 marketingPermission level = receive newsletterNOTHING 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 programWhat’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