2. Kl. 8.30 Registrering og morgenmad
9.00 Permission Marketing: Fra scoring til dating
...til relation
v/ Finn Thomsen, DIRECTion og formand, Direct Marketing Bestyrelsen
9.30 Permission set med kreative briller - styrk dine
åbningsrater på email-marketing og nyhedsbreve
v/ Ole Rydal, OgilvyOne Worldwide
10.00 Case: Ældre Sagen – online medlemsdialog,
permissionstrategi og loyalitetseffekt
v/ Christina Hajslund, online medlemsdialog/CRM, ÆldreSagen
10.30 Pause
10.45 Case: Danske og internationale cases - key learnings
v/ Chandra Mostov, Partner & COO, Wunderman A/S
11.15 Hvad siger loven om Permission Marketing?
v/ Thomas Munk Rasmussen, Bech-Bruun
11.45 Afrunding og opsummering af dagens inspiration
12.00 Tak for i dag
11. e-Permission Marketing Dave Chaffey
SmartInsights.com
How web, social, email & offline communications
can be best combined to
achieve permission marketing online.
A modern version of permission marketing is this
Aero Facebook opt-in page which is part of an
integrated campaign with
offline communications to make fans aware
of offer and drive them to web...
13. E-permission marketing principle 1:
Reduce interruption marketing
The permission marketing concept:
Communications requested by customers have
a greater impact and higher response rates
than the many unsolicited communications
which bombard us each day through print, mail
and TV.
Permission-based communications are
‘anticipated, personal and relevant’
Seth Godin
14. E-permission marketing principle 2:
Select the best mix of communications tools
There are many internet marketing tools that can
be used to build awareness in your target
audience and prompt for permission to be given.
As the Aero example shows, there is still a big role
for offline campaigns to increase awareness of
an offer and 'drive to web'.
The destination is often the Facebook page since
engagement here is easier.
15. E-permission marketing principle 3:
Think request marketing
Usability expert Jakob Nielsen in 2002:
”On the web, it should not be about the company
gaining permission, but the customer requesting
information (a subtle, but important distinction)”
Example: On Amazon you can request email
notification about future books from an author.
Notifications - information about new products or
new reports requested by user - can also be
shown on the website on future visits in what
Nielsen refers to as ‘an information control
panel’.
16. E-permission marketing principle 4:
Achieve opt-in
Opt-in to receive updates from a brand may be through RSS
or updates on a social network give customers more
choice of communications channels.
But it doesn’t give the opportunity to deliver messages which
help build a relationship.
‘Permission marketers spend as little time and money
talking to strangers as they can. Instead, they move as
quickly as they can to turn strangers into prospects who
choose to 'opt-in' to a series of communications’ Seth Godin
A welcome or reactivation strategy
can only be delivered by email.
17. E-permission marketing principle 5:
Offer selective opt-in to communications
Offer choice to ensure more relevant communications.
Delivered through a customer preference centre or
profile options.
Four main options for communications preferences are:
1. Content – tick boxes for news, products,
offers, events
2. Frequency – weekly, monthly,
quarterly, or alerts
3. Channel – email or direct mail
4. Format – text vs HTML
Frequency and format best response for least effort.
18. E-permission marketing principle 6:
Create a ‘common customer profile’
Permission marketing involves gaining
permission both to communicate with
and learn more about customers.
A structured approach to customer data
capture with a common customer profile:
A definition of all the database fields that
are relevant to the marketer in order to
understand and target the customer with
a relevant offer.
19. E-permission marketing principle 7:
Use powerful incentives to gain opt-in and offer
a range of incentives or engagement devices
Quality incentives are needed to obtain permission,
but one size may not fit all:
Seth Godin talks about offering a range of
incentives as part of ‘dating the customer’.
Different incentives for different audiences more
permissions. Learn respondent characteristics by
type of incentives or communications requested.
Example: A B2B site for a CRM software vendor
offers white papers to encourage opt-in =
different for influencers as junior managers,
marketing directors and IT managers
20. E-permission marketing principle 8:
Maximise learning, minimise attrition
Response to incentive online data capture form
understand more about the customer.
Strike the balance:
- Too many questions will help understand our
customer well, but may put-off subscribers.
- Too few will increase list size but not allow to
qualify interest and determine characteristics.
50%+ may not complete the process
= put off by number of questions or privacy
concerns good prospects may be missed
Minimise the attrition from these forms through...
21. E-permission marketing principle 8 p.2:
Maximise learning, minimise attrition
• Ask the optimal number of questions
If incentive is good enough and/or it’s a high-involvement product,
respondents may take the time to give their interests.
• Devise powerful incentives
- Incentives available for a range of audiences
- Powerful enough to fill in the form accurately
• Explain how customer data will be used
Explain that data collected will be used to improve information and
experience delivered understand why provide feedback
• Reassure about privacy
‘We will not share your data’ at top of form increase response =
better than hidden in privacy statement.
• Use multiple forms
Two or three short forms of profile information vs a single long form.
• TIMITI
Test the form until the right balance: ‘Try It’, ‘Measure It’, ‘Tweak It’
(Jim Sterne, 2002).
22. E-permission marketing principle 9:
Enable opt-out
Single click unsubscribe too easy
MyProfile concept = offer link to
update profile - includes unsubscribe option.
Tie ‘My Profile’ to principle of ‘selective opt-in’
selective opt-out: May decide to change type or
frequency of communications, not opting-out
(e.g. change from monthly e-newsletter to quarterly e-mail or e-mail
alerts about product news or promotions only).
Opt-out for event marketing, too. A multi-message
campaign to inform and remind recipients about
an event opt-out to not hear further of this.
23. E-permission marketing principle 10:
Create an outbound contact strategy
• Frequency
Minimum (e.g. once per quarter) and maximum
(e.g. once per month). And communications
targets (e.g. ‘at least four e-mails per year’).
• Interval
Limits on interval, e.g. one week or one month
between communications overtly restrictive.
• Flexibility
Avoid limiting opportunities multi-message
campaigns with reminders to boost response.
24. E-permission marketing principle 10 p.2:
Create an outbound contact strategy
• Content and offers
We may want to limit or achieve a certain number of
prize draws or information-led offers.
• Links between e-newsletters and campaign e-mails
An e-newsletter can reinforce messages in campaigns.
Or explain an offer.
• Links between online and offline communications
Utilize synergies and avoid mixed messages.
• Control strategy
To make sure guidelines are adhered to. Use a ‘focal
point’, or single person who checks all communications
for one group of customers before creation or dispatch.
