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The Truth About Legitimate Email Marketing!

 


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                 ** DEMC ** Volume IX No. 5 **
        The Truth About Legitimate 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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What's In This Issue - Features

1) Editor's Note: "Warning: Dangerous Email Practices"
2) Email Marketing Insights: "How to Write Effective Email"
3) Feature Article: "The Typical Trouble For Startups"
4) SOHO Help Desk: "Email Scams"
5) DEMC's - Advertising Information



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

1.

Editor's Note:

"Warning: Dangerous Email Practices"

I always enjoy starting off my day speaking with a happy customer, as I did today. I spoke with an amazed SendFree customer who was telling me how he has increased sales 40 to 50% on his site by implementing autoresponder courses and an email newsletter. When I get great feedback like this, I know the services and information we're offering for legitimate email marketing really works.

In fact, I never get tired of hearing about our customers' successes with email. The good news re-emphasizes to me the power of legitimate email marketing.

Small businesses who use email in their marketing, however, have reason to be informed. Recently, I've learned that making errors with your email marketing could be dangerous to your business.

And, too many small business are not aware of the chances they are taking. A recent survey from BlueSky Factory, found that 50% of email marketers do not understand the new CAN SPAM law and 45% do not know if they're compliant.

These survey results along with my own discussions with DEMC advertisers and SendFree customers, prompted me to think a review of the dangerous issues in the CAN-Spam law would be helpful to us all.

The first area of concern is suppression files. As an email marketer your business should now maintain an in-house suppression file, i.e. a master unsub list.

Why is a suppression file needed?

A key point to grasp with the CAN-Spam law is that removal is based upon brand. So when you send out a commercial email message for your brand X, either to your own list or to a third party emailer's list you have to give the recipient a way to no longer receive any future messages about brand X. Even if you do not own the list or click the send button, if the commercial emailing is going out for your brand X, you have to allow a link so people can stop any future messages about brand X.

An individual who requests to no longer receive email about brand X, should never be sent another commercial email message from anyone about brand X.

If you are going to comply with the law, you will have to keep an in-house suppression file which contains the email addresses of every unsub from every emailing you've done for brand X. Then each time you send out a commercial emailing for brand X, either to your own in-house list or to another's list, all email addresses in your brand X suppression file must be removed first.

Only 3rd party advertisers inside a newsletter do not need to worry about a suppression file. A newsletters primary purpose is to deliver editorial content, therefore the 3rd party ad in the newsletter is not considered a commercial message. A Solo advertiser, on the other hand, does need to use a suppression list.

Why worry about keeping a suppression list and complying with CAN-Spam?

You might think, isn't it likely the FTC and State Attorney Generals will only go after real spammers and not small businesses who practice permission email marketing?

While the chance of the FTC or State officials pursuing you if you practice permission email marketing may be small, there is another factor to consider.

Here is where not following CAN-Spam can put your business in jeopardy. The CAN-Spam law states that ISPs can sue you for violation. Previously, I had thought this meant only Internet providers like AOL or Earthlink, could sue. However, I recently learned from MarketingSherpa that the definition for ISP in the CAN-Spam law could potentially leave you vulnerable to a law suit from most any other business. According to CAN-Spam an ISP could be any business which provides a network to its employees.

With this broad definition for ISP you should be very careful that you do not email an individual who has asked to be removed. As I expect you know, there are anti-spammers out there who thrive on complaining and causing problems for any miss-step. If they are in business and have the power to sue you, they just might.

To protect yourself from the threat of lawsuit, I recommend following the CAN-Spam law diligently. Put into place a suppression file for your business. Your email list host or mailing list software should supply you with unsubs, as well as allow you to add in unsubs. Keep your suppression file up to date and make sure you do not send email to anyone on your suppression list.

In addition, get double confirmations from your subscribers and record the confirmation. The double confirmation practice will prevent a lot of potential difficulties. Not only in the legal realm but also in the delivery of your email.

Because while CAN-Spam has guidelines you can follow to protect your business, the filters and email blocking of ISPs are still a complex maze causing problems. I expect, like most email marketers, you are probably more concerned about the immediate headache of filters than the exact letter of the CAN-Spam law.

Using double confirmation tactics goes a long way towards getting your email delivered. In upcoming issues, I'll discuss the filter dilemma in more detail.

Until then take a minute this week to make sure your email marketing complies with the CAN-Spam law. To review my outline in a previous issue of DEMC on how small business can comply with the basics of the CAN-Spam law see the back issue: http://www.demc.com/newsletters/12_17_03.html .

Don't put your business at risk, follow the law.

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Email Marketing Insights:

* Exclusive *

"How to Write Effective Email"
By: Charlie Page

Email remains one of the most effective methods of marketing on the planet. To learn how to make your emails more effective (and more effective emails mean more sales for you!) read on.

It has long been known that email is the 'killer app' of the Internet. Most of us first sign on in order to exchange email with friends and family. Email is in the 21st Century what the telephone was in the 20th Century ... the most powerful selling tool of our time.

Most online business people rely on email to sell their products and services, communicate with customers, make first contact with Joint Venture partners, and more. Since we rely on email for so much, taking a few minutes to learn how to write effective emails is a good investment.

While how to write effective selling emails has been the topic of many an e-Book, here are three simple steps you can use today to make your email more effective.

1 Invert That Pyramid!

You may have noticed this style being used in newspapers. The 'inverted pyramid' simply means telling the whole story in the first paragraph, then elaborating paragraph by paragraph until you have told the entire story again.

People today are busy. What this means to us as marketers is that we must deliver our entire message quickly in order to be heard. Gone are the days of 'teaser copy' and not telling the whole story. If your reader doesn't understand what you are saying in the first paragraph they might stop reading.

TIP: Remember that people care most about what's in it for them. This is not to say that people are greedy or bad, but everyone is in a hurry and we all read with our "What's in it for me?" glasses on. Tell them clearly what they will gain and do it in the first paragraph.

2 Use a Great Headline.

In the world of email, your subject line is the same as the headline on a web page, often determining the success or failure of your email campaign. Some copywriters claim that the headline determines 80% of the effectiveness of a sales letter. Your email is no different. It is a sales letter, and the headline means everything.

The good news is that you don't need to be a copywriter to write a great headline. While those who want to sell us their latest e-Book might use extreme examples in order to persuade us, the truth is that a great headline accurately describes the content of the email.

The U.S. congress agrees that accurate subject lines are important. In fact, the recent Can Spam law penalizes marketers who use deceptive headlines.

TIP: When composing subject lines, keep your word count below 40. Many email programs will chop off long subject lines.

3 Call for Clear Action.

You've written a great email. The reader clearly understands what's in it for them and they are excited. Now is the time to tell them exactly what you want to do next.

So many emails fail at exactly this point. That's sad really, because by this time the work of selling is done.

We must tell readers what to do next, not because they are stupid but because it is a logical conclusion to the email we have worked hard to write. Don't assume that people will click a link just because it is there.

By using these three simple techniques you can make each email you send more effective. Given the power of email as a marketing tool, writing more effective emails just might increase your bottom line. And that will be a very good thing indeed.

###
Charlie Page owns the Directory of Ezines.
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3.

Feature Article:

* Exclusive *

"The Typical Trouble For Startups"
By: Ganesan

Many of my clients had tried several methods to have their small online business kick started before they approached me for help. I could help some of them get off to a good start.

(Let me confess, my attempts to help some of my clients have not been too successful. The reasons why is a fit enough subject for a separate treatment. If I could help every online business succeed, I would be the richest person in the world.)

Let's say, you're a small business. You have a business strategy. You have a business plan. You have a product to sell. You have decided on a price. And, of course, you have chosen online as the medium to sell.

How do you get started?

This is one of the problems most small business are confronted with, at the start up stage. (Once you are up and running, the problems are different, viz., how do you maintain or step up the tempo, and become more profitable, or scale up the business.)

Well, I'm not here to give a 'one answer will fit all' kind of solution. However, I would like to recommend one important approach that I follow that I have found useful, irrespective of the nature of the online business.

Whatever your product, ultimately, you have to build your online business around a site, a sales page, a newsletter, JVs, or a bulletin board/forum (or something else).

Any one of these doesn't necessarily have to be to the preclusion of the others; just that your FOCUS has to be one of them. (It could even be a combination of these, in some cases. Remember the Principle of 80:20 we had discussed sometime back?)

That is, it is best to focus on one (or a combination of a few) sales lead generation options (unlike what most startups tend to do, spreading their time, efforts and money thin).

For example, let's say, you build your business around a sales page. Then your primary lead generation may be based on search engine generated traffic.

There are the free and paid options here, but the f'ree options (getting ranked high in Google or Yahoo) are time-consuming to produce results. You need to get your business started fast. So, paid options may be the best option.

Google adwords, Overture and Sponsored Listings In Yahoo, etc. are options. One of my clients, 'LowCostProgramming', for example, focuses only on Google AdWords, and does well.

Give it sufficient time to stabilize. It doesn't matter if you are not profitable with just this one lead generation technique; it will work for you as long as it generates enough leads and revenues to get your business started.

If you build your business around a newsletter, the best option may be to focus on co-regs (single opt-ins being the most cost effective). Another of my clients, 'Genegra' follows this approach, and it is extremely profitable.

Of course, by all means, you may use the other approaches also to build your business, time, money and other resources permitting, but they could come in later. The primary focus at the initial stages better be just on one of them, at least till you start generating the initial revenues.

If, at this stage, you are making profits, or even marginal operating losses (i.e., not counting your investment), you are doing fine.

If, however, you are making significant losses and are not able to figure out why, and if you can't fine tune your processes to bring it to a point close to operational break-even, then perhaps you need to rethink your strategy (or perhaps even your product).

This is one approach that will help you determine, quite early, if your online business is viable, as you have conceived. Of course, if it is not, you can always rethink the strategy or rethink the product itself.

###
Ganesan is the CEO of eZynes, India (
www.ezynes.com).
eZynes' comprehensive services for online startup business includes Strategizing, Advertising & Marketing. Email: ezynes@eth.net.


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


"Email Scams"

Today's SOHO Help Desk offers a valuable review of email scams to avoid.

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

=== Email Scams Reviewed ===

From: Doug West

"2003 Scam Reviews - What Did We Learn?"

Body Parts

First off we all learned in 2003 that there are many ways to expand or enlarge various parts of our bodies, and that there are an endless number of individuals out there that will go to ANY lengths to get this info to us!

Pay Pal

We should also have learned that if anyone sends us email claiming that they are Pay Pal and that we need to immediately send them our name and Pay Pal login information or risk losing our Pay Pal accounts, that we better RUN the other way. We would do better to try to enlarge a body part.

The truth is that Pay Pal will NEVER have us send them our login info - They Already Have It! This is just an attempt to get our info so that scam artists can access and drain our accounts!

They Need Our Help!

We have also learned that there are many widows, daughters, and sons of prominent government officials from unstable countries all over the world that need our help to get Millions out of their nations. The only draw back to these rock solid deals is that they will need from $1,000 to $25,000 or more of our own money to be sure that we are not crooks! HA. Just tell me where to wire the funds (no personal checks please).

Are You Lonely?

We also discovered in 2003 that there is MUCH help for those who are lonely. That for the right price there are thousands of singles in your area (even if you live like I do in the rurals where there are only a few hundred people around) just dying to meet you. Just send your money and they will fix you up.

Another angle on this scam is the lonely Russian, Asian, or about any other type of girl you can imagine that is just dying for any ugly person that will pay attention to these beautiful ladies. For the right price (online - of course), they will show up at your door prepared for marriage.

Spam Solutions

We also learned that there are many "Simple" SPAM solutions out there that will keep us from getting the offers mentioned above (and of course all the porno emails). The strange thing about these hot solutions is that they are all promoted by SPAM!

Actually there are some very nice programs that run on the mail servers and will help filter out most of the spam for you. The bad news is that if your ISP does the filtering, you will probably not get the email you want either.

If you have your own domain or web site, check with your hosting company and see if they offer the Postini filter system. This one will even catch virus infected email before it gets to your inbox. After you watch your email for a few days, the program will develop a rhythm of what email you really want, and it will get rid of the rest (you have the ability to look at all the banned email to make sure it is not something you wanted. We found that after the initial set up and monitoring, the program performed GREAT!).

Fish Food

We learned that "worms" on the net are not the same thing as the creatures we stick on hooks to catch fish. The Blaster Worm of 2003 infected MANY more computers than they would have us believe. It did help us discover that there is a simple firewall in Windows that Bill Gates forgot to tell us about before the worms came calling (why were all PCs not shipped with the firewall up?). That with a few simple clicks we could protect against hackers and other insects from contaminating our computers (at least until the hackers learn to by-pass these features).

Overweight?

In 2003 there were MANY simple ways to lose weight offered online. Most of them involved some little known pill. All we had to do was pay the money and pop our fat away. Still Americans are fatter than ever! I guess maybe they were not charging enough or we were not popping enough of those pills? Perhaps we did not take them correctly?

That's OK. In 2004 we are sure there will be even simpler remedies that become available, and that every nut and his brother will give us a GREAT online deal! Burger King, Pizza Hut, Mickey D's here we come!!!

Free Money & Stuff

It seems that everyone from Bill Gates to Red Lobster was involved in sending us cash or some sort of f'ree gift in 2003. All we had to do is forward the simple email message to everyone in our address book. The more we emailed the better. What a country!

Still waiting on your check and goods? Yeah, that's what we thought.

Your Credit Card Will Be Charged

How is it that these guys have my card and are planning to charge it so much every month unless I respond and give them my cc details. Can you believe that folks fall for this one?

Remedy for these and other scams (even if they show up in 2004)? =>

Hit the Delete Key as Fast as You Can and Don't Look back.

###
Doug West is the editor for Opportunity Investigator Online. Now you can get his all-new course on building your own online biz while avoiding the scams and it won't cost you a dime. Don't Waste Time Or Money. Just visit: http://209.61.158.154/03scams.htm

===

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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