a guide to permission marketing
DESCRIPTION
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.TRANSCRIPT
A GUIDE TO PERMISSION MARKETING
Damian Davila Rojas
damiandavilarojas@@gmail.com
THERE IS A MAJOR PROBLEM WITH STARTUPS…
VS
FAIL
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:
• Have a problem• Know they have a
problem• Have been actively
looking for a solution• Have put together a
solution out of piece parts
WHO USES YOUR SERVICE?
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!!!!
EVALUATING E-MAIL MARKETING PROGRAM
1. What’s the bait?2. What does an incremental permission cost?3. How deep is the permission that is granted?4. How much does incremental frequency cost?5. What’s the active response rate to
communications?6. What are the issues regarding compressions?7. Is the company treating the permission as an
asset?8. How is the permission being leveraged?9. How is the permission level being increased?10. What is the expected lifetime of one
permission?
