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                 ** DEMC ** Volume X No. 1 **
        The Truth About Legitimate Email Marketing!
          Serving the Internet Since November 1995

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"The secret of discipline is motivation. When a man is sufficiently motivated, discipline will take care of itself." - Sir Alexander Paterson
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What's In This Issue - Features

1) Editor's Note: "Ring In the New Year with CAN-SPAM"
2) Marketing Insights: "Your Business and The Two States of Being"
3) Feature Article: "Marketing With Postcards"
4) SOHO Help Desk: "Are Ezines Effective Advertising"
5) DEMC's - Advertising Information

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1.

Editor's Note:

"Who Else Wants Email Results?"

"Ring In the New Year with CAN-SPAM"

Yes, the CAN-SPAM Act is back again, with important clarification on how to define "commercial primary purpose" for email.

On December 16, 2004 the FTC outlined their criteria for how it will determine if the primary purpose of an email is commercial or non-commercial. The new definitions will be critical as to how the FTC will enforce the law. As a result it is important to review the definitions as you may need to update some of your emails in order to comply.

Unfortunately, the main criteria for determining if an email is commercial or not rests primarily with the email recipient. As a result you'll need to carefully evaluate whether the email messages you send could be considered commercial and I'd err on the side of caution.

Here is how the FTC defines if the primary purpose of an email is commercial.

1. Emails that contain only advertisements or promotions are commercial.

2. Emails that contain both commercial and "transactional or relationship" content are determined to be commercial based upon how the recipients interprets the email. If the recipient reasonably interprets from the subject line of the message that the email has commercial content then the email is considered commercial. If the recipient upon opening the email does not clearly find the transactional or relationship content shown at the beginning of the email then the email is considered commercial.

3. For emails that contain both commercial and non- commercial, non-transactional or non-relationship content again it depends on how the recipient interprets the message as to whether or not it is commercial.

If the recipient reasonably concludes from the subject line that the message promotes or advertises a commercial product or service, then the email is commercial. Or if the recipient reasonably concludes from the body of the message that the message promotes or advertises a commercial product or service, then the email is commercial. The factors which would effect the recipients interpretation are the placement of the commercial message, is it at the beginning or end, what potion of the message is commercial vs non-commercial or what layout, colors, etc. are used to highlight the commercial message.

4. Those emails that contain only "transactional or relationship" content are not commercial if their primary purpose is "transactional or relationship" in nature. Content that is considered "transactional or relationship" is as follows:

a. Helps facilitate, complete or confirm a commercial transaction previously begun by the recipient with your business.
b. Provides warranty, security, recall, etc. information on previously purchased goods/services.
c. Notifies subscribers, members, account holders about changes in terms, status of account or account statements.
d. Covers employment relations.
e. Delivers goods or services, including updates and upgrades that recipient is entitled to receive based upon a previously agreed upon transaction.

So how do these definitions effect your email marketing?

With the FTC leaving the majority of the interpretation about commercial to the recipient, as marketers we need to be much more careful.

All businesses which send email that could be interpreted to have a commercial purpose must comply with CAN-SPAM commercial email guidelines. Even if you are gaining confirmed subscriptions and sign-ups, if the recipient believes the content of your messages are more commercial than what they reasonably expected, those messages will be considered commercial. (Originally it was thought, if you gained "affirmative consent" for a subscription to an email newsletter, the emails would be deemed transactional and not need to comply with commercial email requirements. This is no longer the case.) The FTC even noted, that a non-profit organization could send messages that would meet the definition of commercial and they too must comply.

Should you fail to comply with the CAN-SPAM Act the repercussions are severe. You can be sued by the FTC, as well ISPs and the State Attorney General and the fines are as much as $250 per non-compliant email sent. But even more disturbing is that prison is a possibility for those convicted under the new CAN-SPAM Act.

So let's review the essential points you need to consider to make sure your business and commercial emails are "CAN-SPAM" compliant:

a. Do not use deceptive email practices. The subject lines and body of your messages should clearly identify the purpose of your email. So if your messages are commercial do not try to hide this fact.

b. Do not falsify header information or send your email by hijacking 3rd party resources. These actions are strictly prohibited and will lead to prosecution.

c. Include a working unsubscribe process in every commercial email. Either a web link or return email address are acceptable for unsubscribing. You must process all requests within 10 days.

d. Store all unsubscribe requests in a Do Not Email List and filter all of your outgoing emails against the list.

e. Make sure affiliates for your business comply with CAN-SPAM and require them to use your Do Not Email List before they send out commercial messages.

f. Include a valid physical postal address in your commercial email messages.

g. Label commercial messages 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 obvious.

If a subscriber has given "affirmative consent" to specifically receive "commercial" email messages from a "sender" then it is not necessary to label the message as an advertisement or solicitation. If the consent was not specific that commercial messages would be sent, however, you should include the commercial notification.

h. Clear and conspicuous labeling of email messages containing sexually oriented material. The label must be at the beginning of the Subject line as well as in the message body. The FTC required label is SEXUALLY-EXPLICIT.

Considering the damage non compliance could cause for not only your business but your life as well, use the beginning of 2005 to review your email practices. Ensure your email marketing meets the requirements of the CAN-SPAM Act. In fact, you may want to treat all the email messages you send as commercial just to make sure you are protecting yourself.

Remember the old saying, an ounce of prevention is worth a pound of cure.

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Email Marketing Insights:

* Exclusive *

"Your Business and The Two States of Being"
By: Denise Ryder

No, no, I am not getting all warm and fuzzy on you...no there isn't a CD player playing some type of nice relaxing mind music as I write this. It's just you, me and of course your business and it's time to sit down and talk about the biggest aspect of your business ... YOU!

I have said before, countless times, that the only secret to SUCCESS, is YOU. You are the driving force behind your business. You are the decision-maker, the one, in most cases, that is going to be doing the work "in" your business AND the one who MUST BE responsible for working "on" your business.

People get hung up when I talk about the working "in" and "on" your business, so let's take a quick second and I will explain what I mean.

We are all the BEST at what we do with respect to the line of business we are IN. We are all the best accountants, lawyers, massage therapists, networking rep, online affiliate promoter...etc. We can sit down and get the work done that is required ... that is what I mean by working "in" our business. We know what must be done when a customer buys our products or services and we do what is needed to get that job done.

What I mean by working "ON" our business is to take the time and get out there and network, promote and market our business so that we have a steady stream of customers, because if we don't work "on" our business then we have nothing to take "in" and do...right? Pretty simple concept, however, it may come as a shock to you that sooo many business owners drop the ball working "ON."

Working ON doesn't just involve the marketing, email, advertising that we need to do to get leads and customers to come to us. Working ON also involves keeping up to date with what is happening in your chosen industry so that you can be of greater value to your customer. It means getting the training you need to perform tasks that you may feel you are weak in and need to tweak or fine tune. Working ON also involves looking at your business and setting goals ... measurable goals so that you can really see where you were and where and if you are on track to where you are going, (whoa say that five times really fast!). Working on also involves looking down the road and seeing where you and your business will be 5-10-maybe even 20 years down the road.

Business owners get hung up on the working "IN." They stress over it and have this little voice that goes off in their head "I got to get it done, I got to get it done." While yes we do need to get the job done...however, think about it, if you don't work "ON" your business and keep up with what is happening then just how effective are you for your customer? If they can get this job done by someone else who is more up-to-date with the latest techniques with respect to your industry...then who has the one up in value then?

There are two states of being which applies to both US as business owners and of course it applies to our Business as well. The two states are:

1. Progression
2. Regression

It's very easy to understand these two states and how they can come into play both with US and our business.

If we are NOT progressive, meaning taking an active stance in becoming up-to-date with what is happening in our industry. Up-to-date with understanding general business concepts, up-to-date with the changes in email marketing or any other aspect of online marketing, then we are regressing. There is no middle ground, you are either moving forward or you are falling behind, simply because things are moving past you. Makes sense.

Same holds true with your business. If you are not progressing, meaning applying what you have learned to your business and relaying what you have learned to your customers to keep the value momentum going. Spending the time to work "on" your business on all levels, then your business is regressing. Your competitor's business is moving forward and yours is falling back.

So the big questions are....

1. Where do you fall in with respects to these two states?

Can you honestly say that you keep up to date with what is happening in your industry, with the latest online marketing techniques? Can you honestly say that you take time to work "ON" your business? If you can sit and read this and say...YES, I read and apply everything and keep up-to-date on all levels of my business...then great. If you can't then...question 2 is...

2. What are you going to do?

Remember, there is no middle ground. You are either moving forward and running or you are regressing to the point where eventually you'll be out of business. It's not a scare tactic...well maybe it should be...but it is reality. AND...for those of you who are in the Progressive State, don't think you can just rest there and smile. This question applies to you in that "What are you going to KEEP DOING?

Start being progressive RIGHT NOW! Take the time out and take stock of what you need to do to work "ON" your business and set physical time each day in the working "ON." You'll be glad you did and your business depends on it!!

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Denise Ryder lives in Northern Ontario, Canada and is a Marketing Coach. Are you stuck on the corner of walk and don' walk in your marketing? Imagine what you could do with a Marketing Coach in your pocket. Take the no cost Test Drive. http://www.profitspace.com/coach


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3.

Feature Article:

* Exclusive *

"Marketing With Postcards - Great Results for Your Small Business"
By: Kevin Nunley

To be successful, your marketing plan needs to have two essential things. First, it must get attention. If it doesn't catch people's eye, it's not going to work, period. Second, it must be cheap enough for the long haul. If your marketing is too expensive, your profits will feel the pinch.

Using postcards is an effective marketing strategy that is both affordable and attention-grabbing. Because a postcard doesn't need an envelope, your message has a head start at getting attention--it's in your customer's face right off the bat. Today's bright, full color postcards practically jump out of your prospect's stack of mail.

Postcards are far cheaper to send than regular mail. You can make small, targeted postcard campaigns and get the same results as an expensive print or broadcast campaign might bring.

Your postcard's main message needs to be simple and direct. If your message is too long or seems too complicated, your postcard will end up in the trash. Your card might double as a coupon, thank customers for purchases, advertise a sale, or simply remind people you're still there. Whatever you do, don't try to pile too much information on one postcard--focus on one objective.

When writing your postcard, start with a great headline. Begin with an action word. Promise a main benefit customers will get when they buy from you. Cut out extra words.

Headlines work best when they are black, bold type on a white background. White on a dark background works well, too. Avoid colored type. It can easily blend into the background, giving your headline less impact.

Use a full-color photo to make your postcard look more impressive and stand out from the other mail. That used to be expensive, but at present online suppliers can give you a vast catalogue of stock photos to choose from at a low price. Choose a photo that people who buy from you might identify with or find amusing.

You can even send a series of cards. For example, your floral shop might first send a postcard to addresses in the neighborhood letting people know you're open for business. Next, try sending a second postcard advertising a sale or special item.

When you target consumers, consider these ways of categorizing your audience: where they are located, what they do for a living, family size, income range, ages, men or women, how much education they have, and the lifestyle they embrace. Look under "direct mail" in the Yellow Pages for list brokers who can sell you just about any kind of mailing list you can think of (and remember, there's no such thing as sp^m with postcards.) Targeting your audience will get you better response and more bang for your advertising buck.

Cheap, effective postcards are a great way for a very small business to gradually build its customer base and sales. Postcards are also a good way to augment a larger company's print and broadcast campaigns. By following these simple tips, you can insure your postcard gets noticed and brings results.

###
Kevin Nunley provides no cost marketing advice. He also writes sales letters, web copy, and press releases fast and at low cost. See all his marketing and writing deals at http://DrNunley.com Send your question to him at mailto:kevin@drnunley.com


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4.

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

"Are Ezines Effective In Advertising Your Online Business?"

Today's SOHO Help Desk provides some excellent advice on how to use ezines to promote your business.

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

=== Are Ezines Effective In Advertising Your Business? ===

From: Alan Cheng

"Ezines are the most cost effective way to advertise your business opportunity". I'm sure you've heard that phrase many times if you've been marketing on the internet for a while. But is that a myth or a fact?

An Internet Marketer once advertised that he can guarantee $1,000 profit for the user within weeks if he used the techniques outlined in his ebook. And the secret of the ebook - advertise in Ezines using $2,000 and you are guaranteed success unless your product is useless. Well I didn't try it at the time because I couldn't find $2,000 lying about in the house or in my bank account. However, it does show the belief people have with Ezines.

There are 3 types of ads in Ezines: Classified Ads
These are small ads which you can find at the bottom of newsletters. There is limited space in these ads therefore your ads have to be eye-catching. Classified Ads in ezines are cheap due to its limited space and location.

Sponsor Ads
These ads are placed at the top of the newsletter and sometimes in the middle. Some ezines have more than one sponsor ads. Sponsor ads are more expensive than Classified ads and can contain more words so your ad can be more descriptive. Sponsor ads are more effective than Classified Ads as their position in the newsletter is better.

Solo Ads
Solo ads is the most effective way out of the three type of ads for generating response. Solo ads fills up a whole email which only contains your advertisement. The newsletter is sent on your behalf to its subscribers. Thus your ad will have the biggest exposure. Solo ads are more expensive than Sponsor ads but more effective.

"Great. Super. Fantastic. So what's your advice Alan?" My advice is advertising in Ezines do work. And they work very well. Some people don't think so because after placing some ads and seeing very little or no response they think they have proven that Ezine advertising is a lie used by Ezines Publishers.

Well I can tell you that they are getting poor responses because they have not followed the rules for advertising successfully in Ezines.

Rules in Advertising in Ezines Successfully

1. If you can, save money and advertise using Solo ads. They have the best chances of being read by the subscribers and they have no other ads distracting or competing against

2. Work on your subject line. Even with Solo Ads, people will not open your email if the subject is of no interest to them. Subjects which promises massive fortunes in a few days will get deleted with second thoughts.

3. Work on your Content. After the subscribers open your email, your next task is to try and get them to read the content. So make damn sure your content is interesting and enticing enough for them to take some action. Believe the saying "Content is King".

4. When you're advertising other peoples' products using affiliate programs do not send the visitors to the product's website. I think people are crazy when they do this. The reason is that you are sending visitors to other peoples websites and if they won't buy you've lost that lead for good.

Therefore the aim of you ad is to capture their email address so that you can advertise to them again and again. If they don't buy product A then you can advertise Product B to them. Don't you think that makes more sense?

5. Advertise in well known Ezines and which are related to the topic you are advertising. Advertising stock recommendations to Golf enthusiasts will surely give you a terrible response rate.

6. For Classified ads, make sure you are advertising in ezines with large numbers such as 100,000. Not many people read Classified ads and you will be listed among other ads as well. However, you might get lucky if your headline is attractive enough.

To end this article I'm going to share a secret with you on what I think is the best and cheapest way to advertise in Ezines. That is to write your own articles and ask the Ezine Publishers if they are interested in sending out your articles in an issue of their newsletter.

Let's think about this for a moment. Your own article is published in ezines and placed on their websites. People who write articles are given more respect and are trusted more. Plus your articles will stay on some websites for years which also means that it will generate leads for years. The leads are generated with a resource box you can put at the bottom of your article. You can include your URL and also write a little bit of background about yourself.

You are creating a name for yourself on the internet scene and you are also generating leads which you can email your recommendations to. It is free for you when Publishers decide to include your article so the only cost is the time needed to write the article.

In my opinion, writing articles for ezines is the most effective way to advertise using ezines. Not to mention it's cheap and will generate leads even after many months.

If you want to know which ezines to advertise in, the cost, number of subscribers and what services are available that can help you in publish your articles, please send an email to my autoresponder at ezineart@onlinemoneymachine.com

###
Alan Cheng, is the owner of www.onlinemoneymachine.com the membership site to help beginners setup a profit generating online business. With all the right tools to setup your website and advertise effectively. You can contact Alan at alan@onlinemoneymachine.com

===

Send in your feedback for an upcoming issue. Email your questions, advice and/or thoughts 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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(c) 2005 DEMC All rights reserved

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