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       ** DEMC ** Volume VIII No. 39 **
        The Truth About Email Marketing!
    Serving the Internet Since November 1995

Quote for today:

"The world is like a mirror; frown at it, and it frowns at you.
Smile and it smiles, too." - Herbert Samuels
_________________________________

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For details on advertising to DEMC E-Magazine's 175,000 subscribers for as little as $36.
Go to: http://www.demc.com/Advertise/advertise.html

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: "Who Else Wants Holiday Cheer?"
2) Email Marketing Insights: "How To Write ... When You Hate to Write"
3) Feature Article: "Effective E-mail Marketing"
4) SOHO Help Desk: "Cool Tax Tips!"
5) DEMC's - Advertising Information



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

1.

Editor's Note:

"Who Else Wants Holiday Cheer?"

It is the Holiday Season and I have to say I am filled with optimism and excitement. If you haven't caught a little Holiday cheer yet, read on as I have some great news which is sure to make you smile!

In just a minute I'll show you how to easily make additional monthly income for your business.

But first, let me start by repeating my favorite refrain - email is a wonderful communication tool. You do have your own in-house permission list, don't you?! Every time I publish an issue of DEMC I am reminded of just how well email marketing works to build relationships. When used properly email develops rapport with your customers and prospects which not only improves your business but also enriches your life.

Over the last week, I was pleasantly surprised by the emails wishing me well during the Holidays. Plus I received terrific feedback from you about my last column on HTML email vs. text email. Thank you for taking the time to share your thoughts.

I've included some of the feedback in this issue's SOHO Help Desk. I thought the comments were interesting and informative. They illustrate once again that there is a strong minority, like myself, who prefer text. Perhaps when I begin the optional HTML version of DEMC at the beginning of next year, we'll hear more from the silent HTML majority which is apparently out there?

Speaking of publishing DEMC in the New Year, here's my next piece of good news. DEMC will now accept your ad orders for issues after January 1, 2004! We were a bit concerned with the passage of the California Spam Bill this fall, that DEMC would have to stop running sponsor ads come January. Because of the wording in the California Spam Law running 3rd party ads in ezines could potentially have been risky.

However, during the past week, the United States Congress was working on Federal legislation which would supercede all the State laws. The CAN-Spam Act passed overwhelmingly in the House of Representatives, 392-5 and then the Senate unanimously approved a version of that bill with minor technical changes.

Next week, it is expected that the House will vote once again on the CAN-Spam Act and approve it. President Bush has said he will sign the bill into law. While the CAN-Spam Act is not yet officially on the books, it looks like it will be shortly. For email marketers and publishers this is a relief. We can now continue our publishing efforts without fear of frivolous law suits resulting from the California Spam Bill.

The current CAN-Spam ACT of 2003 carries criminal penalties for sending spam with false header information or using other means to disguise the sender's identity. It also bans harvesting of email addresses from Web sites. And it requires a valid unsubscribe process in all messages. Once the bill is finalized, I will review in more detail any necessary pre-cautions permission email marketers should take. Overall, I anticipate complying with the CAN-Spam Act should be easy for permission email marketers, because we already do.

As permission email marketing is soon to be validated as a legal and accepted marketing practice, I expect more and more businesses will begin developing their in-house permission lists. Which brings me to my next piece of exciting news!

You can take advantage of the coming trend of an expansion in permission email marketing and profit from it!

How?

Become an affiliate of our SendFree autoresponder and email broadcasting service and make money from your referrals. You'll be able to capitalize on the increasing demand for email marketing services by telling others about SendFree.

By simply directing people to your unique affiliate SendFree web address you can receive compensation on SendFree member sign-ups. When the people you refer become paying preferred SendFree members you'll earn a 25% commission on the sale! And here's the real kicker. You'll get paid over and over on the same customer. In fact, every month the preferred SendFree members you've referred pay for service, you're paid a 25% commission on their monthly membership fees.

You'll build a large residual monthly income stream!

And when the people you refer become active free SendFree members you'll get free email advertising in SendFree's ad exchange.

But that's not all ...

In addition to the 25% monthly commissions on your preferred member referrals and getting extra advertising exposure for your business, you'll also make an additional 10% commission from your sub-affiliates. When an individual you've referred becomes a SendFree affiliate, i.e. your sub-affiliate, you'll make a 10% commission on his/her sales as well!

With SendFree's re-occurring commissions, the longer a member you've referred or that your sub-affiliate referred remains a paying preferred service member the more money you make.

I told you, I had some great news to share today!

We just launched this new SendFree affiliate program which compensates our affiliates for referrals. And it couldn't have happened at a better time with the likely upcoming expansion in permission email marketing.

So how do you become an affiliate of SendFree?

It's easy and it's free. Simply join SendFree as a member at - http://www.sendfree.com/join.htm . It's your choice to join as a free member or paying preferred member. Then activate your membership and sign-up to be an affiliate. You'll then be ready to refer members yourself and start earning money for the new year!

Should you have any questions or feedback about the SendFree affiliate program be sure to let me know.

Thank you again for your support of DEMC. Please enjoy the rest of today's issue as it's filled with valuable insight and advice.

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Email Marketing Insights:

"How To Write a Great Email Sales Letter..
When You Hate to Write"

By: Kevin Nunley

I can sit here all day giving you tips and hints on headlines and phrases that sell. But none of it will do you any good if you just plain hate sitting down at the keyboard.

If you can't stand writing, you're in good company. Most of us feel the same. I once asked a high school English teacher how many of her 300 students liked to write. "Oh, about 9 of them," she said.

Everyone from Mark Twain to Bart Simpson has faced a blank sheet of paper for hours with no idea of what to put on it. Well let me give you a few ideas from my office of professional writers. In the world of non-fiction writing, being a professional doesn't necessarily mean being a great writer. It does mean you have to be able to conjure up great copy every single day, even when you don't feel well or aren't in the mood.

The first step is just to get something on paper--anything! And I do mean anything. Just start writing down whatever comes to mind. If you can't think of anything, write "I'm sitting here and I can't think of anything to write."

Yes, that sounds pretty stupid. But it's exactly the technique a lot of top writers use to get the creative juices flowing. Next you'll find yourself typing "I need to write a sales letter to promote my new software. It's software to help people get organized. Most people have lots of information, but they can't remember where they put it. This software has people organize their information in a system that makes it super easy to find, in just seconds."

Wow! You're writing, you're telling your story, and best of all, you're not worrying about being bad because you know you can go back later and change it all.

One top writer copies and pastes favorite lines from other sources (like the client's web site.) Then she rewrites those sections in her own words so that they are completely original. That's enough to get her going. Next she fills in additional fresh copy between the blurbs she has already completed. Even on days when she would rather be anywhere but behind a computer, she cranks out first rate copy in record time.

Another method is to just start talking. Talk into one of those little tape recorders you get at Radio Shack. Pretend you're telling your best friend, your mother, or Paris Hilton all about your big idea. Go into all the details. Talk it all out. Later, go back, listen, and take notes. Your notes will be the start of your email message.

Don't type very well? 60 percent of North Americans can't type. Hunting keys often makes writing frustrating if not impossible. Follow in the tradition of a great many very famous writers. Pick up a cheap ballpoint pen and write down your ideas with the good old handwriting you learned in second grade. Then have someone type it up.

The key is to just get something, anything, on your computer screen or on paper. Once you have that, start to edit. The copy will take on a life of its own and the writing will come easier. Or, simply hand your first attempts to a professional writer. Most can churn your notes into polished copy faster and cheaper than they can write entirely new copy.

When Kevin Nunley sat down to write this article, he stared at a blank screen for about 15 minutes. Not good. The publisher's deadline was approaching. Then he used some of the methods described above to quickly create the article you just read. You can do it, too.
Write something today.
http://DrNunley.com or mailto:kevin@drnunley.com 603-249-9519.


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3.

Feature Article:

* Exclusive *

"Effective E-mail Marketing"
Book review by Yvonne DiVita

Effective E-mail Marketing by Herschell Gordon Lewis
American Management Association, New York 2002

In a world struggling to make sense of sales and marketing on the Internet, Lewis offers insight and advice all online marketers should heed. His caution that e-mail marketing is completely different from offline marketing is advice we have all heard before, but how many of us understand what that really means?

As someone who continues to study e-mail marketing, I was pleasantly surprised, after completing this 272-page book, to learn a few things I didn't know.

For instance, in Chapter 3, "How to Get opt-Ins," he suggests sweepstakes, saying "Jupiter Research reported in 2001 that about half of consumers enter an online sweepstakes at least once every month." Of course, making sure you offer a prize that matches your quest to gather information is vital if you choose to run sweepstakes.

Also in this chapter, Lewis advises a focus on "exclusivity" and "greed." Offering exclusivity sets your offer apart from others. It continues to be a successful way to attract new clients. And while we all know that quality of goods and services is extremely important, there just isn't any way to get away from the price issue, which ends up being a factor Lewis calls "greed." Play to it. Give your prospects exclusivity and play to their wallets, and you have a great opening to opt-in marketing online.

I was glad to see that Lewis appreciates "ancient rules" such as: "Tell them what you're going to tell them. Then tell them. Then tell them what you've told them." Plain and simple.

Throughout the book, Lewis instructs the reader to test, test, test. The only way to qualify results is to offer choices and then measure response rates. That could mean sending out an HTML e-mail note and a text version to two separate portions of your mailing list, or sending out two completely different e-mails-different in subject line and teaser copy but not in actual content. If you fail to do this, you will never truly know what your customers want. Remember- it's about them, not you, as Lewis hammers home several times, in several chapters.

I often tell my clients that politeness will never go out of style, and inherent in being polite is being careful what questions you ask. Lewis agrees. His advice is "don't ask for even one bit more information than you need." And, "Don't forget to thank them, no matter what." This often requires an auto-responder. Lewis cautions the reader to keep replies short and sweet, and "always confirm the customer's e-mail address."

Chapter 10 deals with "Words and Phrases that Work." This is a great chapter for new marketers struggling with copywriting. In today's overwhelming world of spam, that favorite come-on F*R*E*E requires creativity (I used asterisks here) in order to make it through e-mail filters, but it's still a powerful way to get prospects to open and read your message. Lewis says that getting noticed in a world increasingly skeptical of e-mail requires "a consistent blend of the following three elements: 1) Benefit, 2) Rapport, 3) Verisimilitude- the appearance of truth."

He goes on to offer phrases and words still work; however, since this book was published in 2002, I caution readers to recognize that these are words which may cause a filtering program to reject the e-mail-consequently, before sending out any newsletter or e-mail message, check it against this list: http://www.lyris.com/contentchecker/ (note that I have altered a few of the words below that are known spam traps.)

- P rivate
- F ree
- Congratulations
- Uh-oh!
- Nuts!
- Phooey!
- Suc cess!
- Blah
- Alert!
- Quick!
- Hot!

Effective E-mail Marketing offers numerous examples of good headlines and bad headlines; examples of good copy and bad copy; examples of attention grabbing openings and of blah, blah, blah openings. Lewis gives the reader ample instruction on how to create winning e-mail campaigns. As the author or co-author of 25 books on marketing and copy writing, he is an expert at this important business requirement-his words are well worth studying.

As a last note, Chapter 15 gives important information on WHEN to actually send your message; Monday? Tuesday? Wednesday? Thursday? Friday? Saturday? The advice is to "send e-mail when specific targets are most likely to respond." Typically Wednesday and Thursday are best and, apparently, sending it out during the lunch hour is also a good idea as many folks spend lunchtime checking email.

I encourage you to visit your local bookstore, or click over to its Web site, and get a copy of this book for yourself. The book concludes with an appendix; "A Potpourri of Tips" encompassing most of what he teaches throughout the entire book. This appendix alone is worth the price of the book, which varies, depending on what bookstore you purchase it from, and whether or not you purchase it new or used. Expect to spend at least $12 for a used copy, $25 for a new copy.

It's money well spent.

###
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.
Visit: http://www.windsorenterprises.com
Contact her at, mailto:divita@windsorenterprises.com

Look for Yvonne's groundbreaking book: Dickless Marketing- Smart Marketing to Women Online--- which will be coming out later this month. This book is a look at the largest consumer group in the world, and how you can get them to shop at your Website. It will be available through 1st Books print on demand publishing as well as through Yvonne's new Website, http://www.dicklessmarketing.com, which will be launched later this month.
Visit - http://www.fastcompany.com/fast50_04/profile/?divita1476
to learn more about the book and about why it was written."


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

4.

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



Today's SOHO Help Desk has some great reader feedback from our last issue. Plus you'll find some useful tax tips for small businesses.

If you have a informative tip, promotional idea or question 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

=== Reader Feedback HTML vs. Text ===

From: Cathy Friesenhahn

2 things...

Viruses can be written into html email easily (hacker friendly).

The reason, I think, people like and can find things easier in HTML emails is that they look for pictures. People do NOT read anymore ( in general) they are the 'video game' generation. This applies to people under age 50. Ask a teacher. :)

Cathy Friesenhahn
Draw And Paint School .com
http://www.DrawAndPaintSchool.com

===

From: Bob Thorley

Good onya Abbie, as they say down here. I don't for the life of me, understand this need for HTML. But thanks for the stats - it's useful to know what sort of head space we're sharing the planet with.

Cheeers
Bob Thorley

===

From: John Whalen

Re: HTML : plain text mail.

Add my vote to PLAIN text. Like you, I find it is easier to read, write, scan, find. It would be interesting to dig into, if one had the time, those surveys you cite, and find out how many of the respondents really know and understand the difference between the two types of mail. I would not be surprised if most don't.

But offering the choice to new subscribers is good service. Perhaps you will be tempted to keep track of the choices? :))

I hope that my subscription will remain text, and for a long time.

Regards - John Whalen

===

From: Richard Knuth

I like DEMC in text format. Thanks for keeping text format available even when you are providing html to those who like that format. DEMC has always been the best, and again you show why- - you consider your audience!

Richard Knuth

=== Tax Tips ===

From: Yitz Weiss, CPA

"Cool Tax Tips!"

Are you throwing away money by paying too much in taxes?

Many small and home-based business owners neglect to take advantage of significant tax savings for fear of an IRS audit. In truth, as long as you're deductions are legal and you have the necessary paperwork to fall back on, there's little to be concerned about.

Here's a few tips to keep in mind and make tax preparation a bit less exciting. Some of these are still applicable for this year; some of them might be good to speak to your CPA about for the upcoming year.

(1) One of the most important things a business owner can do to substantiate their expenses is keep a calendar. A calendar (Franklin Planner, Palm Pilot, etc.) is a valid document which tracks where you went, why you went there, whom you went with, what you did and what it cost you. That is, it's a valid tool IF it's used properly! I know many people who were never the type to be that organized, but disciplining yourself for a few minutes on a daily basis can save TONS of time and aggravation later on.

(2) Keep your receipts! Anything $75 or more needs to be kept just in case the expense is questioned. IRS auditors can disallow any deduction that can't be substantiated.

(3) Hire your kids! If you run a business where your kids can do work for you, this is a great way to save tax dollars. Any good CPA can tell you how to structure the payments to minimize exposure. Hiring your kids also allows you (if properly structured) to deduct their medical expense as a business deduction (rather than an itemized deduction).

(4) Buy an SUV! If you have profits in your business you might be able to take advantage of section 179 depreciation and deduct a good portion (if not all) of an SUV purchase this year. The IRS regards any vehicle over 6000 lbs as a "truck" and doesn't limit its depreciation as it does to automobiles. Again, consult with your local CPA for the finer points of this tax-saving idea.

(5) Find yourself a good CPA. Some people shop the "bargain basement" when it comes to professional advice. I'm a firm believer in "you get what you pay for." Any CPA worth his salt will help his clients save money - now THAT's advice worth paying for!

###
Yitz Weiss is a CPA who has specialized in small-business tax reduction for over ten years. His book, "Deep in the Heart of Taxes" is launching at Amazon.com on 12/9 with several hundred dollars of bonuses attached to its purchase. He's hoping to move enough copies on that date to qualify as an Amazon.com bestseller! For more information and to help out please follow this link: http://www.cooltaxtips.com/promo.html

----

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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DEMC
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(c) 2003 DEMC All rights reserved

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