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       ** DEMC ** Volume VIII No. 35 **
        The Truth About Email Marketing!
    Serving the Internet Since November 1995

Quote for today:

"Life affords no higher pleasure than that of
surmounting difficulties." - Samuel Johnson
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Share DEMC with your friends and associates. They can subscribe free by emailing: Subscribe@sendfree.com

What's In This Issue - Features

1) Editor's Note: "The Truth About Branding"
2) Email Marketing Insights: "Build Your Own Knowledge Base"
3) Feature Article: "Success in a Small, Small World"
4) SOHO Help Desk: "14 Ways To Boost Customer Response And Loyalty"
5) DEMC's - Advertising Information

======================

1.

Editor's Note:

"The Truth About Branding"

Let me start today with a quick reminder about the DEMC list building ideas contest.

If you have not yet entered your favorite list building strategies for a chance at $700 in prizes there's still time. I've extend the submission deadline to next Friday - October 31, 2003 .

You can learn more about the contest and enter at: http://www.demc.com/Company/Contest/contest.html

Thank you for taking the time to participate and share your ideas with the rest of us.

On that note, I have some thoughts I would like to share with you today.

This past weekend I attended a dinner party with friends and family. At the party were individuals who I was meeting for the first time. As is typical when you first meet people, I was asked the question, "What do you do?"

I replied with my short "elevator speech" response, "I own DEMC.com an email marketing company. We host small business' email lists and publish a newsletter on effective email marketing."

The individual to whom I was speaking, surprised me by saying, "So you're a spammer."

I quickly replied, "All of our email marketing activities and advice are based on sending to opt^n confirmed lists. I do not consider permission email marketing to be spam." As I stated this to the individual, however, I could tell in his opinion the phrase email marketing equaled spam, including the word permission made no difference.

Our conversation moved on but I continued to stew for the rest of the evening on the poor image email marketing has in people's minds.

Just a year or so previously, when I discussed permission email marketing people were fascinated by the concept. Now, however, with the proliferation of spam the sparkle of permission email marketing has faded.

My column last week noted that in a recent survey almost 2/3rds of Internet users define spam as email that comes too often. Even though these users acknowledged that the email may have been permission based or from a company with whom they've done business, if there's too much of it, it's spam.

My experience at the dinner party made me see the reality of this statistic. I also realized that the term "email marketing" has been tarnished. I began thinking it may be time to re-evaluate not only my elevator speech but also DEMC's image. DEMC uses "email marketing" in our slogan and to define our brand identity.

You might think, Abbie you're over reacting. But, I disagree. A business' brand image and identity are very important aspects of marketing both offline and online. People associate and relate to a business based upon their brand. Just think of some well known companies and their brand identities. Volvo's brand is security, Nike's brand promotes confidence, Wal-Mart's brand offers low prices and Avis' brand is to try harder.

Each brand identity is a positive attribute for the company. People buy based upon those brand identities. Larger companies spend thousands, sometimes millions, in marketing to associate their brand with their company name.

Why?

Because brand promotion work. It even works for smaller businesses. If you're skeptical that online ads can effectively help your business' brand and make you more sales, think again. Studies are showing that online ads do lead to branding which results in future sales.

A recent case study conducted by Locate America, used pop-unders and floating ads to sell a new service. They found that less than half of their sales were the result of a prospect's direct click on a web ad. The majority of the sales were from individuals who had seen the ad but did not click. These individuals simply went to the Locate America site at some later date.

Think about the results of this study for a moment. Most of Locate America's sales could not be tracked by a direct click through. Over half the sales came in the 45 days after the ads had been deployed.

Those sales were strictly the result of branding! Locate America's ads provided their company's information, web site URL and a clear brand identity. The branding resulted in interested consumers remembering Locate America's services and going to the site at their convenience to buy.

More evidence of branding resulting in sales was found in the Double Click 2003 Consumer Email Study. Their survey noted that only 27% of buyers said they clicked through from an email ad and purchased immediately. Nearly 46% of buyers from email ads, said they did not buy right away. These individuals investigated the ad and site but then actually bought at some later date.

Both of these examples illustrate the importance of branding. It is the brand identity you establish in your ads and on your web site, which leads to the majority of your sales. Your brand has to be memorable and positive or you could loose half your revenue.

Taking the time to create your brand and promote it is well worth the investment. Because a good brand brings in more sales.

Knowing these truths about branding, has prompted me to work on improving the DEMC brand image. How about you? Does your business' brand need a tune up?


Final Note: There will be no issue of DEMC next week, on October 29, 2003. Look for your next E-Magazine to arrive on November 5, 2003.

Abbie Drew
DEMC Editor
mail@demc2.com

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2.

Email Marketing Insights:

"Build Your Own Knowledge Base"
By: Charlie Page

Have you ever known someone who just seems to know the right thing to do, at the right time, in every circumstance? Some people seem to draw on an unending supply of specific knowledge that can leave the average mortal wondering 'was I asleep when they handed out brains?'

These people know how to market, when to use autoresponders, what to say (and what not to say) in their web copy, how to use follow up systems, how to create Joint Ventures, which seminars are worth attending, how to avoid those yucky email filters, and more. Where do they learn this stuff?

They learn it from you .. if you are an email marketer!

One of the most powerful ways to use ezines and emails that you receive is to archive them and build your own in-house resource library. This is learning in Internet time, and it can help you do much more in much less time. After all, one of the main keys to success is to model the success of others.

But this idea goes well beyond just using filters to put certain emails in a folder. Here's how it works.

Let's say that you want to become an expert on using autoresponders to make money. Please understand that this technique works with any topic, whether it's marketing related or not.

There are XX steps to becoming knowledgeable about any topic fast.

One. Search for Ezines that cover in your topic of interest. You can find these ezines on Google, or another search engine.

TIP: When searching for specific ezines remember to use quotation marks to force the search engine to find only what you want. One example from Google. The phrase "autoresponder ezine" yielded 121 results, which is a number you can live with. The same phrase without quotes created 41,000 results.

Another place to find ezine is in the various ezine directories on the Web. A good ezine directory will contain categories that help you find what you need quickly.

In addition to ezines, look for 'gurus' who produce material on the subject of interest. Every field has its experts, and you should find plenty in your subject. If they offer free email courses, and they will, sign up. In our example of earning income with autoresponders, you will find some very knowledgeable people indeed.

Two, create a filter for each ezine or email series to which you subscribe. It will be quite easy to find more material than you can read on an everyday basis, so filters are important. The chances are that your email program has plenty of help about how to create these filters, which simply move a message to a particular folder based on criteria you establish, like email address or subject line.

Next, make a document in your favorite word processor for the topic you are researching.

Now, take a read through the ezines and emails you have been receiving. When you see something that interests you, explains a particular way of doing things, or that you might like to reference later, copy it and paste it into your document.

TIP: Make subheadings within your document for easy reading. In our example of learning about autoresponders, you'll want a subheading for services such as the one SendFree offers www.sendfree.com, another for how to compose follow up messages, another for ideas about how to use autoresponders, etc. I'll even start you off with my favorite use of autoresponders.

TIP: Use an autoresponder to automatically deliver Frequently Asked Questions. Your reader gets an immediate response, most questions can be answered this way, (saving you time) and you can include a personal email address for questions not answered.

Now let time become your ally. Depending on how serious you are about a subject, it may take from two weeks to three months to collect a serous amount of data. If you work the system every week, or every day, faithfully copying and pasting information from various sources into your master document, you will soon discover that you are becoming the expert.

After you have accumulated data for a while, absorbed that data, and acted on it so it is now your own, YOU will be ready to write your own eBook, sell a zillion copies and retire early. When that happens, be sure to send me 10% for giving you the idea. ;)

Taking this simple step today could put you in position to begin your own information marketing business tomorrow. When that happens, it will be your data people will refer to! And that's a very good place to be.

###
Charlie Page is a copywriter who owns the Directory of Ezines and helps individuals succeed with ezine marketing. Whether placing ads, finding Joint Venture partners, distributing articles, or producing your own ezine, the DOE has helped people succeed with ezines since 1998. When you want to succeed with ezines, visit Charlie and let him show you how ezines can work for you. http://www.directoryofezines.com/demc.html


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3.

Feature Article:

* Exclusive *

"Success in a Small, Small World"
By: Yvonne Divita

"If you think you're too small to have an impact, try going to bed with a mosquito." -Anita Roddick, entrepreneur/founder of The Body Shop

Small business owners affect the overall economy. We have the clout, the power and the ability to influence Allan Greenspan's next speech. Why? Because we influence and account for more than half of all spending in this country.

Pink is In

One group of business owners surpasses all others. Note: these statistics, gathered at the Center for Women's Business Research:

1. Women-owned businesses (privately owned, over 50% held by a woman) account for 10.1 million of all U.S. businesses; employ 18.2 million.
2. Seventy-two per cent of women-owned businesses have investments in stocks, bonds or mutual funds, compared with only 58% of all workingwomen.
3. Women business owners like to support non-profits and share their wealth, time, and experiences.

The overall majority of Christmas shoppers are women- I doubt anyone would dispute that fact. But, don't look at women as a viable market because they are business owners, or because they like to shop and have adopted the convenience of the mouse-to-house expediency of the Internet. Sell to them because they are actively looking for your products and services!

Locally or Globally, What a Choice!

The small, small world of the Internet you need to think globally but act locally. The reality is that if the Earth's population was contained in one small village of only 100, it would look something like this: 57 would be Asian; 21 would be European; 14 would be North and South Americans; and 8 would be Africans. Seventy people would be non-white. Seventy would be non-Christian. An astounding 50% of the world's population would be in the hands of six people-all six of them would be from the USA. (Women's Business Center online - Business and International Trade ) And, since over 51% of the population in the USA is women, of those six folks holding the world in the palm of their hands, more than half would be women.

This means that you can make more sales to men, if you get women interested first.

Desire is stronger than need

People buy emotionally. They justify the sale with logic. To get women to buy from you, get personal with them. We support our friends and relatives to the nth degree.

Today, I have a terrible head cold. If I got an e-mail about health-food and how it can keep me healthy this winter, I would read it more thoroughly than if I didn't have a head cold. A note addressing me by name, "Yvonne, the flu bug will hit more than 70% of the population this winter (stats invented for this example). Taking XXX can help you stay healthy this winter," would feel like a friend giving me good advice. I'd give it more consideration than some HTML message showing a colorful bottle of pills with the caption, "Escape the flu this season. Take our daily vitamins and feel better all winter long."

Here are some more ways to get women's attention:

1. Ask questions. Here's how I positioned a campaign to get more attention to my Web site:
"DISILLUSIONED with a Web site that doesn't bring in sales or attract the right market?" Followed by,
"FRUSTRATED by high maintenance Web costs?" And,
"STUCK in the old-fashioned mode of Dick and Jane marketing?" These questions got my market thinking.

Ultimately, the questions influenced them to read the rest of the message and call me.

2. Use language that connects to your market. Don't oversell or overstate. Don't say, "Purchasing our cardboard boxes will give you the experience of knowing you have a product that will withstand any shipping disaster." Instead, say something like this, "Shipping worries? Our boxes win every conveyor-belt war. Try one and see for yourself."

3. Which leads to the last piece of advice, offer some free product or information that will show your clients you mean what you say. Remember: Show DON'T Tell. This is where pictures can help, but if you're doing a text e-mail, find the right words to DEMONSTRATE what you're talking about. Make the reader feel it, or see it, as they're reading about it.

Women are out there. We need health and beauty aids. We need advice. We need technology and business supplies. We need personal items and gifts. Don't think we don't need you because we do.

###
Yvonne DiVita is the owner of Windsor Enterprises, Providing web content writing, editing and marketing. She is an avid Internet guru specializing in cutting edge technology, website development and promotion, and Internet marketing. Contact her at, mailto:divita@windsorenterprises.com

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~/~ SOHO Help Desk ~\~
http://www.demc.com

"14 Ways To Boost Customer Response And Loyalty"

Today's SOHO Help Desk offers advice on selling ads in your ezine. Plus you'll find tips on increasing your sales by marketing to your pre-existing customers.

If you have a informative tip, promotional idea, question or answer you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

=== Answer for Cathy ===

Cathy's Question:

> My newsletter (ezine) has 1500 members on it. It is
> growing about 15-24 a day. How much can I charge for
> advertising on top level, middle, and bottom of my
> ezine?
>
>Also, how many ads can be put in an ezine without
>annoying the subscribers? Is it that the more
>subscribers you have, the more ads you can have?

From: Valerian Dinca

Dear Cathy

As far as I know there is no algorithm for charging advertising. My advice is to see what other publishers do. Then test your subscribers with different offers.

As a general rule try not to run more then 10 ads every issue. Your subscribers will be annoyed seeing too much advertising. And your customers will prefer to have their ad listed with fewer ads.

May you succeed,
Valerian Dinca
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=== Customer Loyalty Tips ===

From: David Coyne

"14 Ways To Boost Customer Response And Loyalty"

To keep your customers buying from you and away from the competition next door on the cyberspace highway, you must market regularly to them.

Previous customers are 5 to 10 times more responsive to your marketing than people who have never done business with you. It's definitely worthwhile to put in some extra time to keep these customers happy.

Here are a few ideas that can help.

1. Become a "solution-provider" instead of a merchant. Send out a short, personalized email to customers who haven't bought anything for awhile and ask how they're enjoying the last product they bought. Offer to answer any questions or help out if they're having a problem. The more you become a friend rather than just another business, the more likely they'll buy from you again.

2. Cross-sell. Make sure customers know about your other products. Give a discount for your best customers to purchase your other items.

3. Send an email to customers only and tell them about your "Customer Appreciation Sale." Create a coupon or special order code that gives a product discount, gift or rebate.

4. Use offline marketing methods to supplement your online sales tactics. Create simple postcards on your computer. Postcards are cheaper to mail than first class letters. (For more info on how to use postcards for marketing, get my article on the subject. Send a blank email to - mailto:offline_postcards@sendfree.com)

5. Include a product list flyer when you mail any products to customers.

6. Occasionally send out a short, non-sales email. Maybe you came across an excellent website, free resource or tool that you wanted them to know about.

7. Offer an course by email and subtly highlight some of your products as solutions to your customers' problems.

8. Create a customer only membership site or bulletin board to post questions and answers.

9. Send a follow up message after a purchase to reassure your customer they've made the right decision and to overcome any "buyers remorse."

10. Create an affiliate program. Offer customers a higher percentage of the profits than non-customers who sign up. (For more info on starting an affiliate program, visit http://www.affiliateshop.com.)

11. Ask one of your customers for a product testimonial and send it to customers who haven't bought that particular product.

12. Create a special report or e-book available for free but only to customers.

13. Develop a customer survey and offer a prize or discount to those who complete it.

14. Offer reprint rights to a product you sell, perhaps an e-book or special report. ( For info on reprint rights, visit http://shrinkmylink.com/hdj)

###
David Coyne is president of DC Infobiz, an information publishing company. Get FREE e-books you can sell to customers. Visit his website at http://www.dc-infobiz.com

----

If you have a valuable tip, promotional idea, question or answer you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

Be sure to include your SIG and contact URL with your post as we'll be sharing any viable ideas/information in an upcoming issue of DEMC E-Magazine.

======================

Advertise In DEMC - * Prices *

For information on advertising to the DEMC E-Magazine's 175,000 subscribers for as little as $36, plus details on How To Get a FREE Ad in DEMC E-Magazine Go To Visit Our Web Site: http://www.demc.com/Advertise/advertise.html

DEMC
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Clinton, CT 06413
(860) 669-4365

(c) 2003 DEMC All rights reserved

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