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       ** DEMC ** Volume VIII No. 40 **
        The Truth About Email Marketing!
    Serving the Internet Since November 1995

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What's In This Issue - Features

1) Editor's Note: "Are You Prepared for CAN-Spam?"
2) Email Marketing Insights: "The Sweet 'Peas' of Ezine Success"
3) Feature Article: "Email Tactics in Review"
4) SOHO Help Desk: "Double opt in or Double Trouble"
5) DEMC's - Advertising Information

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

1.

Editor's Note:

"Are You Prepared for CAN-Spam?"

Well, I have great news to report. The federal CAN-Spam Bill has passed through Congress and on Tuesday, 12/16/03, President Bush signed it into law. The CAN-Spam law will become effective on January 1, 2004. This federal law pre-empts all state laws, making them null and void.

We can put aside our fears about frivolous lawsuits from the California law and stop worrying about the difficulties of trying to comply with multiple state requirements. Now we just need to follow the federal CAN-Spam law. Which fortunately, contains no ability for individuals to file suits against email marketers.

What the CAN-Spam law does do is provide reasonable guidelines on how to legally send commercial email. As a permission email marketer, if your subscribers have double confirmed to receive your messages, you are well prepared for complying with the law.

Before I review the main points of the law, there are a few definitions to know. The first term is "affirmative consent" which means a subscriber has expressly consented to receive your messages, by taking an action. Currently, it is thought that a pre-checked box on a form would NOT be deemed as "affirmative consent."

The second term of importance is "commercial". A commercial message is one whose primary purpose is to advertise the sale of a product/service. An ezine whose primary purpose is to disseminate information, therefore is not considered a commercial message. Even though the ezine may contain ads if its primary purpose is news - it is not commercial. Similarly transactional or confirmation messages are not defined as commercial as they review what has already been processed.

On the other hand, solo ads for third party advertiser to your ezine list would be commercial.

Lastly the term "sender" means the persons who initiate the message and whose product, service, or Internet web site is advertised or promoted by the message.

The penalties of the CAN-Spam law, fines and/or jail time, occur if you use abusive practices when sending email. To make sure you do not accidentally violate the law here are the main points to consider.

1) Do not falsify header information. Using a fake "From" address or forging the source of your email messages is strictly prohibited. Your "From" email address should be a valid, working address. In addition, you do not want to tamper with the header of your emails to hide who you are.

2) Do not use deceptive subject lines. You want to make sure the subject line matches the content of your message. So be careful with catchy subject lines that might trick people into opening your message.

3) Do not harvest email addresses or use dictionary attacks to create addresses. In addition buying addresses which were obtained through opt out requests is prohibited.

4) Do not hijack resources to send email. Unauthorized relaying of email or sending out your email broadcasts through 3rd party machines without consent is prohibited.

5) Commercial email must have a working unsubscribe process. Either a web link or return email address are acceptable for unsubscribing. You have 10 business days to process removal requests.

6) Senders of commercial email must honor removal requests. The definition for "Sender" should be noted here. If you are sending solo emailings for a 3rd party advertiser to your ezine list, that advertiser as well as you are "senders". Therefore, you should supply your advertiser upon completion of the emailing a list of the "unsub" requests. Those "unsub" addresses should be stored by the advertiser, as that advertiser must honor those requests for no future mailings - even when sending to other lists.

As the solo email advertiser, you'll want to ask for the "unsub" addresses after any broadcast you send. Keep a database of these "unsubs" and before emailing to any list have the list owner eliminate any "unsubs" in your database from his/her list.

7) Include a valid physical postal address. Commercial email messages are required to have either a postal street address or PO box listed in the message.

8) Clear and conspicuous labeling as commercial. All commercial email messages should be identified as an advertisement or solicitation. This notification does not have to be in the subject line. The notice simply has to be in the body of the message and be an obvious label. (Exact wording and placement were not specified.)

If a subscriber has given "affirmative consent" to receive "commercial" email messages from a "sender" then it is not necessary to label the message as an advertisement or solicitation.

9) Clear and conspicuous labeling as sexually oriented. All email messages containing sexually oriented material must be labeled as such in the Subject line. The FTC will be supplying the label.

Again, subscribers that have given "affirmative consent" to receive sexually oriented email messages do not need to have their messages labeled as such.

As you can see from these highlights, it should not be difficult to follow the CAN-Spam law. If you'd like to review the full text of the law you can do so online at - http://www.spamlaws.com/federal/108s877.html .

The important points of consideration for permission email marketers are keeping an updated unsubscribe list and proper labeling of your messages. You might wonder - if an ezine has been deemed to be non-commercial should you follow the specifications for commercial email, such as including an unsubscribe link and listing your postal address? My recommendation is yes.

In reality the law does not prohibit the sending of unsolicited commercial email. So you can email lots of ads to individuals who have not given you permission, but I would not begin this promotional tactic.

The wise course of action is to continue to follow best emailing practices. This means getting double confirmation from subscribers and having your ezine comply with the commercial email regulations in the CAN-Spam law. Why should you take these precautions?

Filters and ISPs have been effecting the delivery of our email, not laws. The CAN-Spam law does not change the situation. In fact, ISPs and email program filters are likely to become even more strict with the email that actually gets delivered.

I expect with this new legitimization of commercial email, for a time, there is going to be even more email competing for attention in readers' in-boxes. To combat this, as we've already seen, more and more people are demanding email filters control the flow. Soon every email address will be protected by filters.

The only way for permission email marketers and publishers to get our messages through, will be to have our "From" address "white listed" by our subscribers. Without being "white listed" it's unlikely our emails will be seen or read.

Of course to get your subscribers to "white list" you and to stay "white listed" you are going to have to deliver great, targeted content. And with the passage of the CAN-Spam law we can focus on doing just that, providing the information our subscribers want. We can continue to build our lists, develop relationships and sell products/services to our readers. Yes, email marketing is here to stay!

On that positive note, I would like to wish you and yours the Happiest of Holidays! I look forward to speaking with you again in the New Year.

Abbie Drew
DEMC Editor
mail@demc2.com

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2.

Email Marketing Insights:

"The Sweet 'Peas' of Ezine Success"
By: Charlie Page

As 2003 draws to a close, it's easy to see that email and ezine marketing have been under attack. Who are the attackers? Some are the unethical marketers who flood our inboxes with messages we don't want, creating a perception that things are just out of control. Some are legislators who want to make a name for themselves by grandstanding that they are going to "fix the problem". Some are industry insiders who have an agenda that works best if email marketing goes away. And some are the big email marketers, who want to eliminate competition and consolidate the business for themselves.

Some are even proclaiming (quite loudly) "email marketing is dead!"

Happily, that assertion is completely wrong. Here's why.

Email marketing, and by extension ezine marketing since ezines are delivered via email, will continue to be strong in 2004 for these three simple reasons. I like to call them "The Sweet P's of Ezine Success".

1. Ezines are Profitable. The trend in Internet marketing today is Joint Ventures. We've all heard about joint ventures until we're blue in the face. But what is a Joint Venture other than a new and effective use of email marketing? Most JVs concentrate on the person who has a product they want promoted "Joint Venturing" with someone who has a powerful opt in list. In 2002, this was called a solo email. In 2003 it was renamed "Joint Venture" and everyone began selling eBooks on the subject. The right JV can be very successful, but let's see it for what it really is ... email marketing.

2. Ezines are Personal. How many times have you heard that "people buy from people they trust."? Well, it's completely true. Everyone online tries to create, or convey, credibility on his or her web site. But there is only so much one can do with a web site. Only email marketing, with its ability to deliver personal messages over a period of time, can let your prospective customers hear your message in your voice, and on your schedule. And hearing your voice is what it's all about. Success online is not the ability to successfully imitate someone else. It's the ability to let customers connect with you, and in so doing begin to respect and trust you and the products you offer or recommend.

3. Ezines are Proactive. Today, talk of blogs (web logs that act as sort of an online diary) taking the place of ezines is common. While blogs are fine, and an important part of a comprehensive marketing campaign, they are not as effective as ezines because the reader has to go TO the blog to get information. In today's world people don't have enough time. With literally billions of websites out there, what are the chances that someone will remember to go to a particular blog? Not likely.

Some things don't change. People subscribe to ezines, like this one, that deliver timely information they can use to make their lives better. People don't join a newsletter and then say, "Oh darn, there's that pesky DEMC again. I wish they would stop that!" No, they do what you did. Having chosen to join the DEMC family, you look forward to each issue, see the subject line in your email program, open it and read information that interests you.

An interested audience, choosing to read information that they asked to receive that makes a difference in their real world. Now, that's marketing power. And when your message appears in publications that fit this description, you win every time. That's why ezine advertising works so well.

Other reasons that email and ezine marketing work so well include the ability to persuade, the ability to hold a conversation with your readers, being able to tailor you offerings to what readers need instead of guessing, and much more. While space here doesn't allow a full discussion, it's fair to say that there are many ways to use email to sell, keep customers happy, become a very smart and focused marketer and accomplish your other online marketing goals.

While I respect every voice, even those with whom I seriously disagree, the facts speak for themselves. The market and technology have combined to beat back every serious attack on the email marketing business. The bad people will not win. The spammers will not prevail. Those who use email marketing wisely and responsibly can look forward to a very bright future indeed. As the economy improves, the outlook for email marketing in 2004 and beyond has never been better.

###
Charlie Page owns the Directory of Ezines. To read the rest of this report and discover why ezines work so well (plus how they can work for YOU) get our fr'ee report, in PDF format, on how to make money with ezines. Send any email to report04@directoryofezines.com Lifetime members of the Directory of Ezines receive hundreds of dollars of fr'ee bonuses including Joyner's Confidential Marketing Manuscript, Mizel and Marshall's seminar on Google AdWords, and Morin's interviews with twelve of today's top marketers. Check it out at http://www.directoryofezines.com/demc.html


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3.

Feature Article:

* Exclusive *

"Email Tactics in Review"
By: Dennise Ryder

This is my last article for Abbie and DEMC, well for this year, at least. I was looking for a topic to write on and as I was scrolling through the past issues, it hit me..."WOW, We certainly have covered a lot of ground here...huh bambi?"

I know, you're probably wondering just how much and ummm, not too worry I am going to go over what we have covered in just a second ;o) However as I do, I want you to look long and hard at the different email tactics that you have read about through DEMC.

As you read about them below, I want you to look them over with the mindset that you will take at least one or two and implement them into your marketing strategy for 2004. Will you do that??? Don't do it for me, do it for you and your eBusiness...but, as Nike says...JUST DO IT!!

ALSO (I know, I know...almost done) - remember there is NO such word as CAN'T. All of these tactics are quite simple to put into practice, they just take you being persistent and consistent ;o)

So...let's roll out the "Email Tactics in Review."

eCourses ... (DEMC April)

I am a strong advocate of using tactics that will enable you to leverage your marketing efforts through many. We discussed eCourses and the fact that they enable you to add to your list..PLUS expand your exposure by allowing those who sign up for your course to use it as their own. The possibilities are truly endless with respect to developing your own eCourse and then allowing others to use it. It is like a business card, it ends up in the hands of more people that you can possibly imagine.

Now...how cool is that??

Sublists ... (DEMC July)

All the guru's agree on one thing...that in order to succeed online you need a list(s). If you look within your business you will find that you have the potential to have several lists. Sublists could be created for ebooks that you sell. Each ebook has a specific topic it covers so the customers who purchased the book - well you know that they are interested in that specific topic (or else they would never have bought the book in the first place) so they are now a "sublist."

All you do is send them information pertaining to the subject at hand, and build a list around that theme.

Pretty easy...huh!!

Using Downloads to Build a List ... (DEMC September)

This tactic actually encompasses several marketing tactics all in one... and the more you can implement these types of strategies, the stronger the marketing foundation you are building upon.

Using downloads ties in viral marketing, listing building, exposure and of course helps you build trust and rapport with your prospects. There are two keys to using downloads effectively:

1. Is to ensure that the person requesting the download of course has to provide their name and email address in order to get the download link.

2. Is to ensure that the download is branded with your contact information.

Articles... (DEMC November)

Did I just hear you suck in your breath as you read that word "Articles?" I know, I get that reaction a lot :o(

You don't need to be a "Robert Frost" kind of writer in order to use this tactic. I'm serious. There are 3 different forms of article that you can easily write:

1. Tips List 2. Tutorial 3. Resources

Writing articles is a FANTASTIC marketing tool. As you write them post them to your site, post them to the on-line article databases AND even look for off-line venues.

What you have above is a list of four marketing tactics which can certainly add to or build your list and enhance your email marketing strategies. Each of them are not hard to implement, some take a little time, but once they are up and running, they pretty much run on their own. Some require a little bit more in the way of dedication (I mean come on those articles aren't going to write themselves now are they??)

I can't stress enough that these four tactics will do wonders for your eBusiness, but like anything else it needs a Captain at the helm... the Captain is YOU.

On behalf of Marketing Innovations, ProfitSpace and my family, I wish you and your family happy holidays and I'll catch you in the New Year!

###
Denise Ryder is a Marketing Coach and publisher of ProfitSpace Newsletter. She writes from her home office in Northern Ontario, Canada. Did you know that NOT having a list is eBusiness suicide? If you are struggling with building a list of your own, then you need to read about The Marketing Brief. Run don't walk to: http://www.profitspace.com/brief/index.html

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4.

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

"Double opt in or Double Trouble"

Today's SOHO Help Desk discuss the best practices for developing your email list.

If you have a valuable tip, promotional idea, question or answers 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

And, remember participating in the SOHO Help Desk is a great way to get fr'ee exposure for your business as we include your tag line and contact URL with your message.

First, before we get to today's tip, we have a DEMC reader who needs your advice and input. Please take a minute to review this week's question and send your response to - mailto:helpdesk@demc2.com .

=== Help Request ===

From: Valerie F. Mitchell

Hi,

I read a lot in ezines about opt in list, permission list, but how can you build one, if no one uses your autoresponders, except send their junk mail.

I offer a fr'ee ebook on my website in hopes of getting email addresses to follow-up, since this process is very important in internet marketing. No body has downloaded this book due to being afraid of giving out their email address. This spam problem is making it difficult to build a list.

Do you have any suggestions? My website is http://www.ValsInfoBizPlus.com

Thanks!

Valerie F. Mitchell
Val's Info Biz

===

"Double opt in or Double Trouble"
By: Terri Seymour

These days if you are an ezine publisher or have a mailing list of any kind, you want to make sure all of your subscribers are double opt in or it could cause you some trouble. I was just recently accused of spam and it was quite a mess. I now make sure each and everyone of my subscribers double opt in with their first and last names.

Double opt in means that after you receive their initial request for a subscription a second confirmation request is either manually or automatically sent to the address asking for a confirmation of the original request. This gives the person a chance to confirm the subscription if it was their request or deny it if someone else had used their address for a false request.

If your list management program does not provide an automatic double opt in confirmation message, do it yourself. Simply send out a confirmation message to each subscriber such as :

Someone has submitted your email address for a fr'ee subscription to My Own Ezine.

If you do indeed wish to be added to this list, please confirm your subscription by replying to this email with your FULL NAME (first and last) on the first line.

By confirming this subscription you agree and understand that this publication may include advertising from in-house and third party sources.

If you do not wish to subscribe, please ignore this message and you will not be added to the MOE mailing list. Thank you.

Warm Regards,
Terri Seymour

-------

After a person has been confirmed and you add them to your mailing list, always have the option to unsubscribe with every message you send. If someone does unsubscribe, eliminate that person's address from your mailing list immediately and send him/her a goodbye message to let the individual know they have been deleted from your list.

An example of this would be:

Thank you for being a subscriber to My Own Ezine. I am sorry to see you go. If you could take a minute to let me know why you are leaving, I would appreciate it. Drop a quick note to me at: mailto:ter02@newnorth.net?subject=unsub

I value my subs and would like to know anything I could do to make MOE more helpful and enjoyable. Thank you.

If you ever want to sub again, just send any email to mailto:myownezine@subto.us Feel fr'ee to visit MOE anytime to take advantage of all the resources and information. ;-)

All the best to you,
Terri Seymour
------

You do not want to have anyone in your mailing list who does not want to be there. So make sure, have them confirm, and always give the option to unsubscribe. Not only are you assured of not spamming, it will help keep your list much cleaner.

###
Terri Seymour owns and operates MyOwnEzine.com
Learn to publish and promote your own ezine.
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------

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.

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

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