Get started with permission marketing

Instructions

  1. Figure out the lifetime value of a new customer. 
    Without this data, it will be extremely difficult to calculate what it is worth to acquire new permission.
  2. Create, build and develop a series of communication suites that you will use to turn strangers into friends. 
    This can be a series of e-mails, letters, scripts to use in phone conversations, web pages, etc. Essential to each suite are four key elements:
     - Include a call to action in all your advertising. Never run an ad that doesn’t give consumers a chance to reply. When they respond, initiate one of the communication suites.
     - Measure the performance of each suite, then eliminate the bottom 60% and replace them with new suites. Maintain ongoing testing.
     - Measure how many permissions you achieve and how much it changes buying behavior. Make sure you reward the permission team for exceeding metrics.
     - Assign one person to guard the permission base, they can focus on increasing permission levels from each individual, and you should reward resistance to short-term profiteering.
  3. Decrease your cost of frequency.
    Automating responses and moving to email and the Internet will achieve this.
  4. Rebuild your website to turn it from brochureware to a focused permission acquisition medium.
  5. Regularly audit your permission base.
    This will help you determine how deep your permission really is.
  6. Leverage your permission by offering additional products or services or byco-marketing with partners.

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