Evaluate and drive improvements in your permission marketing program

Instructions

  1. Choose the right ‘bait’ that resonates with your product or service to attract and keep the right people.
    The best bait is coveted by a large portion of your target market and is easily delivered. This could be a prize, coupon, interesting information, entertainment, or membership to a privileged group.
  2. Track and monitor incremental permission costs to maximize ROI.
     - Offline – Divide the cost of adverts by the number of expected participants.
     - Direct Mail & Online – Conduct analysis of media costs divided by permission.
  3. Ensure there are no misunderstandings in the level of permission granted.
    Be clear about what the consumer can expect, ensuring no canceled permissions.
  4. Factor in monitoring tools to check response rates to communications and identify any compression issues.
    Increase personalization and relevance of messages over time by using a feedback loop. If you see consumer habits changing, introduce additional rewards to recapture the customer's interest.
  5. Leverage existing permission and increase permission levels.
    Cross-sell products and services or partner with other companies to gradually share permission (airlines partner with hotels, for example). Then increase permission via periodic reminders, promotions, or personalized recommendations. 
  6. Focus on extending the permission cycle to last for a longer period.

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