5 Steps to Getting Started with Permission Based Email Marketing

by Lisa Wester

1. Marketing Plan

• • I have one (in my mind)
• • I have one (on paper)
• • I need to create a plan on my own (we recommend books by Seth Godin)
• • I need to outsource to a vendor who can create one for me

2. Identify Objectives

• • I want to educate people about what I do
• • I want to increase communication with my customers for retention
• • I want to convert prospects to customers
• • I want to increase traffic to my website
• • I want to receive feedback from my customer and prospects
• • Other

3. Website

• • My website is current and fresh
• • My website needs to be updated
• • I need to hire someone to assist with updating my website
• • What’s a website?

4. Strategy Development

• Type of communication my customer would find valuable

• • Newsletter
• • Promotional Message
• • Special Event
• • Whitepapers (technical how to’s)
• • Case Studies or success stories
• • Press Releases
• • Other

• Determine frequency for each type of email communication

• • Weekly
• • Monthly
• • Quarterly
• • Triggered Sends or “drip email” based on behavior

• Create a Marketing Calendar

• • My entire marketing mix is included

• • Direct Mail
• • Advertisements (print, radio, television, etc.)
• • Special Events
• • Product Launches
• • Other

• Permission Based List Building

• • I can build my list through

• • Implicit – Identify % that has an existing relationship with you.
• • Explicit – individual opted-in to receive communication from website, comment card or trade show, etc.

5. Research and select an ESP (Email Service Provider)

• • I can do this myself
• • I need help

For more information about Permission Based Marketing contact Inbox Orange