! Testing on the go. How fast do you want to see results? Instead of waiting weeks
for responses and test results – you’ll have them in hours. Now, you can make
smarter decisions sooner.
! Quick to create. You could whip out an email in just an hour or two as opposed
to weeks in the “offline” world.
! High response rates. It’s not unusual for email campaigns to get 5%, 10%, 15%,
even 50% response rates. Something that’s almost unheard of in direct mail.
The Truth About “Opt-in” and “Permission” Email Marketing
If you’ve been on the Net for anytime, I’m sure you’ve heard of spam. That’s the name
for unsolicited commercial email. Mostly the kind of “get rich quick” and “send me a
dollar” pyramid schemes that find their way into your inbox. Many short-term minded
marketers feel that since email is practically free they can send out thousands and
thousands of emails hoping for a handful of sales while dealing with the risks involved. I
don’t think that’s a good idea.
You see, there is a big difference between permission email marketing and spamming.
I’m not talking about using software that can harvest emails addresses from the Web or
even those CD-roms with “10 million email addresses” floating around. The fact is,
without getting permission you are just sending out spam and that will land you in some
big trouble. I’ve seen sites shutdown, ISP’s cancelled and people basically being
“blackballed” from the Internet community. Trust me, it’s not pretty.
In fact, there is new legislation pending that will make spamming illegal. So not only will
you have all kinds of angry prospects – but you could also end up with severe penalties
against you.
Why would you want to put yourself through any of that?
There’s no point because getting permission is easy once you start using the strategies I’ll
tell you about in a moment, plus it produces better results.
I’ve reprinted an excellent article by Jim Daniels explaining the importance of only using
opt-in email marketing:
Million Dollar Emails
What kind of trouble?
A. Since a large number of internet citizens DO NOT approve of unsolicited email
and WILL complain to your Internet Service Provider (ISP).
B. Many ISP’s will discontinue your account when they get complaints from angry
recipients of your unsolicited bulk email.
Does sending your ad to thousands of unsuspecting addresses really work
anyway? Do you really get any genuinely interested leads mixed in with all those
flames? Sure you can. Are they enough to offset all the negative factors of bulk
email? NO.
But hey, it's your business and it's your decision. If you want to play it safe
though, you should consider the next type of direct email marketing.
2. "Opt-In" Direct Email
"Opt-In" Direct Email is the practice sending commercial email to recipients that
HAVE approved of commercial email. If you really want to try bulk email
marketing but aren’t up to the rigors of unsolicited bulk email, consider hiring a
company that specializes in direct email.
In addition to advertising in targeted ezines such as my BizWeb Gazette, you can
also "rent" Opt-In Direct Email lists. These opt-in lists are targeted email lists
which offer marketers a "politically correct" way to reach their target audience on
the net. Not only will your offer be sent to a targeted list, you won't have to worry
about flames and ISP cancellation. All recipients have "opted in" to receive offers
like yours.
Although this targeted direct email marketing can be more costly than unsolicited
bulk email marketing, it is far more effective. Here are some excellent resources
for targeted Opt-In lists:
* www.memail.com
* www.advertising.com
* www.bulletmail.com
* www.targ-it.com
* www.e-target.com
* www.hitmail.com
* www.postmasterdirect.com
* www.copywriter.com/list (The Direct Email List Source)
and WILL complain to your Internet Service Provider (ISP).
B. Many ISP’s will discontinue your account when they get complaints from angry
recipients of your unsolicited bulk email.
Does sending your ad to thousands of unsuspecting addresses really work
anyway? Do you really get any genuinely interested leads mixed in with all those
flames? Sure you can. Are they enough to offset all the negative factors of bulk
email? NO.
But hey, it's your business and it's your decision. If you want to play it safe
though, you should consider the next type of direct email marketing.
2. "Opt-In" Direct Email
"Opt-In" Direct Email is the practice sending commercial email to recipients that
HAVE approved of commercial email. If you really want to try bulk email
marketing but aren’t up to the rigors of unsolicited bulk email, consider hiring a
company that specializes in direct email.
In addition to advertising in targeted ezines such as my BizWeb Gazette, you can
also "rent" Opt-In Direct Email lists. These opt-in lists are targeted email lists
which offer marketers a "politically correct" way to reach their target audience on
the net. Not only will your offer be sent to a targeted list, you won't have to worry
about flames and ISP cancellation. All recipients have "opted in" to receive offers
like yours.
Although this targeted direct email marketing can be more costly than unsolicited
bulk email marketing, it is far more effective. Here are some excellent resources
for targeted Opt-In lists:
* www.memail.com
* www.advertising.com
* www.bulletmail.com
* www.targ-it.com
* www.e-target.com
* www.hitmail.com
* www.postmasterdirect.com
* www.copywriter.com/list (The Direct Email List Source)
7 Ways to Collect Email
Your email campaign starts with a strong list. Without a good list of people who “opt-in”
you aren’t going to be able to make email marketing work for you.
Here are 7 little-used ways to collect email addresses:
1. Pop-ups
One of the most underused and highly effective ways to capture emails is to create a
pop-up window on your web site. This can be a pop-up on entry or exit – they are
both effective. When we started using this on www.instantsalesletters.com we saw a
500% increase in opt-in subscribers.
2. Subscriber box
You should prominently provide a email subscriber box on each of your site’s web
pages. This will significantly increase your sign-ups.
3. Postcard
If your customer list is mainly offline you can send out a postcard and offer an
incentive for them to send back their email address.
4. Contests
Contests are a great way to capture opt-in email addresses because most people will
have to give you their correct address so they can be informed when they win.
5. Advertise Your Autoresponder Address
Many people will run ads advertising their web site. A smarter way is to run ads or
promotions and use an autoresponder email address – this way you will capture all
email information from interested prospects. The autoresponder will be set-up to
automatically deliver your promotion to people that request it. (A complete source of
autoresponder information is at: www.autorespondermagic.com)
6. Capture Using Simple Forms
Most offline stores and businesses completely miss an opportunity to capture the
email addresses of their customers. A super example of someone doing this right is
the California Tortilla example in this ebook. Any time a customer or prospect phones
you, walks in or does business with you is an opportunity to capture their email
address.
7. Give Aways (free ebooks, software, etc.)
Give aways or “bribes” are highly effective means of capturing emails. You need to
provide people with an incentive to give you their email address. People are
becoming more hesitant to hand out their email addresses for fear of rampant
spamming – but if your incentive is big enough you’ll get lots of emails to build your
list.
you aren’t going to be able to make email marketing work for you.
Here are 7 little-used ways to collect email addresses:
1. Pop-ups
One of the most underused and highly effective ways to capture emails is to create a
pop-up window on your web site. This can be a pop-up on entry or exit – they are
both effective. When we started using this on www.instantsalesletters.com we saw a
500% increase in opt-in subscribers.
2. Subscriber box
You should prominently provide a email subscriber box on each of your site’s web
pages. This will significantly increase your sign-ups.
3. Postcard
If your customer list is mainly offline you can send out a postcard and offer an
incentive for them to send back their email address.
4. Contests
Contests are a great way to capture opt-in email addresses because most people will
have to give you their correct address so they can be informed when they win.
5. Advertise Your Autoresponder Address
Many people will run ads advertising their web site. A smarter way is to run ads or
promotions and use an autoresponder email address – this way you will capture all
email information from interested prospects. The autoresponder will be set-up to
automatically deliver your promotion to people that request it. (A complete source of
autoresponder information is at: www.autorespondermagic.com)
6. Capture Using Simple Forms
Most offline stores and businesses completely miss an opportunity to capture the
email addresses of their customers. A super example of someone doing this right is
the California Tortilla example in this ebook. Any time a customer or prospect phones
you, walks in or does business with you is an opportunity to capture their email
address.
7. Give Aways (free ebooks, software, etc.)
Give aways or “bribes” are highly effective means of capturing emails. You need to
provide people with an incentive to give you their email address. People are
becoming more hesitant to hand out their email addresses for fear of rampant
spamming – but if your incentive is big enough you’ll get lots of emails to build your
list.
Bulk Email vs. Opt-in Email
By Jim Daniels
A faithful reader and customer wrote me a letter this past week. In it, he
described his frustrating situation. As he was not the first to write about this
particular dilemma, I felt I should address it.
Being new to internet marketing, with a limited marketing budget, this fellow had
been utilizing many low cost advertising resources. These consisted mostly of
free classified sites and newsgroups. As most marketers know, this form of
advertising can be very time consuming and the results somewhat discouraging.
His question went something like this...
"Instead of making sales and getting leads, I seem to be getting more and more
unsolicited email. Most of the offers tell me bulk email works much better than
other forms of internet marketing. I'm thinking of trying it, are there any reasons
why I shouldn't?"
Okay, just the facts...
There are basically two types of direct email marketing.
1. "Unsolicited Bulk Email"
2. "Opt-in" Direct Email
1. "Unsolicited Bulk Email"
This is the practice of transmitting mass quantities of email to large lists of
"unqualified" email addresses.
This practice in itself is a very controversial subject. You must be very careful
when considering using bulk email to market your wares on the internet.
Why? Let's just say your reputation is at stake.
Unsolicited bulk email is frowned upon by many internet citizens. You may have
heard this practice of sending unsolicited bulk email referred to as "spamming."
(Yes, the name comes from the famous comedy skit "Spam! Spam! Spam!" by
Monty Python.) In the online world, spamming means sending unsolicited email
directly to a list of unsuspecting email addresses or newsgroups.
Just why is bulk email so popular? Simple. It’s far cheaper than traditional bulk
postage mail. The costs associated with traditional bulk mailing can cut deeply
into potential profits immediately. Postage costs alone can break the bank. Bulk
email is very cheap.
So why not try it?
The simple fact is, unsolicited bulk email is considered bad "netiquette" by many
netizens. If you send unsolicited email to addresses that do not want commercial
email, you can get into more trouble than you would expect.
A faithful reader and customer wrote me a letter this past week. In it, he
described his frustrating situation. As he was not the first to write about this
particular dilemma, I felt I should address it.
Being new to internet marketing, with a limited marketing budget, this fellow had
been utilizing many low cost advertising resources. These consisted mostly of
free classified sites and newsgroups. As most marketers know, this form of
advertising can be very time consuming and the results somewhat discouraging.
His question went something like this...
"Instead of making sales and getting leads, I seem to be getting more and more
unsolicited email. Most of the offers tell me bulk email works much better than
other forms of internet marketing. I'm thinking of trying it, are there any reasons
why I shouldn't?"
Okay, just the facts...
There are basically two types of direct email marketing.
1. "Unsolicited Bulk Email"
2. "Opt-in" Direct Email
1. "Unsolicited Bulk Email"
This is the practice of transmitting mass quantities of email to large lists of
"unqualified" email addresses.
This practice in itself is a very controversial subject. You must be very careful
when considering using bulk email to market your wares on the internet.
Why? Let's just say your reputation is at stake.
Unsolicited bulk email is frowned upon by many internet citizens. You may have
heard this practice of sending unsolicited bulk email referred to as "spamming."
(Yes, the name comes from the famous comedy skit "Spam! Spam! Spam!" by
Monty Python.) In the online world, spamming means sending unsolicited email
directly to a list of unsuspecting email addresses or newsgroups.
Just why is bulk email so popular? Simple. It’s far cheaper than traditional bulk
postage mail. The costs associated with traditional bulk mailing can cut deeply
into potential profits immediately. Postage costs alone can break the bank. Bulk
email is very cheap.
So why not try it?
The simple fact is, unsolicited bulk email is considered bad "netiquette" by many
netizens. If you send unsolicited email to addresses that do not want commercial
email, you can get into more trouble than you would expect.
Million Email (Introduction)
IInnttrroodduuccttiioonn::
Email Statistics
•
Jupiter Communications reports that email marketing will become a $7.3 billion
business by 2005.
•
Over 50% of consumers will be communicating via email by 2001 according to
Forrester Research. eMarketer reports that by year-end 2001, there will be 111
million email users.
•
Email volume has already eclipsed postal mail.
Obviously with startling statistics like this – email should be a major part of your online
and offline marketing strategies.
Using Email
The power of email marketing is truly the “killer app” of the Internet. It is totally
revolutionizing direct marketing.
Just by sending out a simple email – you have the power to create cash on demand.
Imagine, anytime you need more money, you just hit SEND!
Click…Send…Make Money!
Frankly, I didn’t believe it either until I witnessed results like these from my own email
marketing campaigns:
•
$9,188.00 in profits in 72 hours
•
$15,558.81 in less than 3 weeks
•
$15,400.00 in 14 days
No wonder I love email marketing and who wouldn’t when you consider all these
incredible benefits:
! Instant Results. Minutes after sending out your email campaign you can start
seeing responses and orders.
! Low cost. No printing, no postage, no mail house charges. Email is nearly free to
send out!
Email Statistics
•
Jupiter Communications reports that email marketing will become a $7.3 billion
business by 2005.
•
Over 50% of consumers will be communicating via email by 2001 according to
Forrester Research. eMarketer reports that by year-end 2001, there will be 111
million email users.
•
Email volume has already eclipsed postal mail.
Obviously with startling statistics like this – email should be a major part of your online
and offline marketing strategies.
Using Email
The power of email marketing is truly the “killer app” of the Internet. It is totally
revolutionizing direct marketing.
Just by sending out a simple email – you have the power to create cash on demand.
Imagine, anytime you need more money, you just hit SEND!
Click…Send…Make Money!
Frankly, I didn’t believe it either until I witnessed results like these from my own email
marketing campaigns:
•
$9,188.00 in profits in 72 hours
•
$15,558.81 in less than 3 weeks
•
$15,400.00 in 14 days
No wonder I love email marketing and who wouldn’t when you consider all these
incredible benefits:
! Instant Results. Minutes after sending out your email campaign you can start
seeing responses and orders.
! Low cost. No printing, no postage, no mail house charges. Email is nearly free to
send out!
Managing Your List
Once you’ve gathered your email list, you need to have a simple way to manage it and
also send out messages. There are several options:
1. Web-based (server side software)
The first option is using a web-based list server service. List servers are good because
you send one email message to your list server and then it broadcasts to your entire list.
They also will automatically handle remove requests, subscribers and bad emails
(bounces or undeliverables).
There are some free options, but you’ll get advertisements (not from you) going with
your email message.
Here are a few options for when you are just started out:
http://www.listbot.com
http://www.topica.com
http://www.egroups.com
Then when your list becomes bigger you may want to go with a more professional choice
like:
http://www.sparklist.com
2. Software on your computer (client side software)
The second option is buying software (a one-time investment) and sending out your own
emails. Also, these software packages let you do personalization of email (with email
merge) so it looks like a personal message. The downfall is that if you have a big list it
takes quite a long time to get out all the emails from your computer.
Here are a few options:
Mail King
http://www.mailking.com
Group Mail
http://www.SellShareware.com/ProgramInfo.asp?AfID=4841&PrID=34362
also send out messages. There are several options:
1. Web-based (server side software)
The first option is using a web-based list server service. List servers are good because
you send one email message to your list server and then it broadcasts to your entire list.
They also will automatically handle remove requests, subscribers and bad emails
(bounces or undeliverables).
There are some free options, but you’ll get advertisements (not from you) going with
your email message.
Here are a few options for when you are just started out:
http://www.listbot.com
http://www.topica.com
http://www.egroups.com
Then when your list becomes bigger you may want to go with a more professional choice
like:
http://www.sparklist.com
2. Software on your computer (client side software)
The second option is buying software (a one-time investment) and sending out your own
emails. Also, these software packages let you do personalization of email (with email
merge) so it looks like a personal message. The downfall is that if you have a big list it
takes quite a long time to get out all the emails from your computer.
Here are a few options:
Mail King
http://www.mailking.com
Group Mail
http://www.SellShareware.com/ProgramInfo.asp?AfID=4841&PrID=34362
Tips for Creating Your Email
Formatting Your Email
It’s absolutely critical that you format your emails to 65 characters or less per line (I
prefer 60 or less). You see, everyone’s email programs are different so that’s why
sometimes you’ll see emails you receive look all screwy like this:
Blah, blah, blah, blah,
Blah, blah, blah, blah, blah, blah, blah,
Blah,
Blah, blah, blah…
.
That’s a dead giveaway that you don’t know what you’re doing.
So the secret is to make your messages 65 characters or less and use a hard return (that
means hit the ‘Enter’ key when you get to 65 characters). I will create my messages using
MS Word for spell checking and so I can get a word count.
Also, use a fixed width font like Courier New at 10 point when writing.
Then after I’ve edited the email several times I’ll save that file as .TXT file (it’s one of
the options under FileSave As)
.
Then I will open up that .TXT file (text only) and set up a guide to use so I know where
65 character occurs. A text only file will open in your default text-editing program
something like WordPad or NotePad.
It’s absolutely critical that you format your emails to 65 characters or less per line (I
prefer 60 or less). You see, everyone’s email programs are different so that’s why
sometimes you’ll see emails you receive look all screwy like this:
Blah, blah, blah, blah,
Blah, blah, blah, blah, blah, blah, blah,
Blah,
Blah, blah, blah…
.
That’s a dead giveaway that you don’t know what you’re doing.
So the secret is to make your messages 65 characters or less and use a hard return (that
means hit the ‘Enter’ key when you get to 65 characters). I will create my messages using
MS Word for spell checking and so I can get a word count.
Also, use a fixed width font like Courier New at 10 point when writing.
Then after I’ve edited the email several times I’ll save that file as .TXT file (it’s one of
the options under FileSave As)
.
Then I will open up that .TXT file (text only) and set up a guide to use so I know where
65 character occurs. A text only file will open in your default text-editing program
something like WordPad or NotePad.
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