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       ** DEMC ** Volume VIII No. 12 **
          The Truth About Email Marketing!
    Serving the Internet Since November 1995

 
Quote for today:

"Your future depends on many things, but mostly on you."
       - Frank Tyger

_________________________________

WHAT'S IN THIS ISSUE - FEATURES

1) Editor's Note: "Great Source of New Business"
2) Business Insights: "7 Easy Steps To More Subscribers"
3) Feature Article: "Communication Strategies for Low Cost Products"
4) SOHO Help Desk: "Business Start-Up Tactics"
5) DEMC's - Advertising Information

 
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Anyone can subscribe for Free by emailing:
Subscribe@sendfree.com

 
=============
1.

EDITOR'S NOTE:

"A Great Source of New Business"

I discovered earlier this week a very interesting report
published by eMarketer. The report, "An Elephant in the
Room: The Online At-Work Audience" contains market research
information that if acted upon could be quite profitable
for your business.

The report is a compilation of statistics and studies which
highlight an important market segment worthy of your notice,
the at-work Internet audience. Why should you consider
targeting this at-work audience?

1. According to research, the at-work Internet audience is
made up of 50-60 million people. A large segment of the
Internet marketplace.

2. The majority of these individuals are connected with
broadband Internet access. Studies have shown that
broadband users, unlike dialup users, are more likely
to investigate advertisements and buy online because
broadband makes shopping fast and easy.

3. When surveyed, the at-work Internet audience said they
prefer to receive information and advertisements about
product/service online vs. other media. What's more they
noted that online ads influence their purchase decisions.

4. The at-work Internet audience is employed and thus has
income to purchase goods and services.

5. 98% of the at-work Internet audience has email! Plus
at-work online users do not feel their email volumes are
overwhelming - great news for you, the permission email
marketer!

When you see the evidence as laid out above, it is pretty
convincing that the at-work Internet audience would be a
good source of new business. So the question becomes how
do you find them and market to them effectively?

To understand how to reach the at-work audience, you need
to know what these individuals are doing online. Study after
study indicates the at-work audience uses the Internet as
their main news source. They read about current new issues
online and they rely upon the Internet for their business
intelligence.

Using this knowledge to your advantage, means advertising
with publishers that deliver news and information. The best
promotional strategy is to place advertisements with news
sources that are also related to your industry. Thus if you
sell financial planning services, accounting software or
similar monetary goods/services you should advertise with
financial news sources, tax information sites, financial
publication, etc..

Practicing this targeted marketing tactic, is also supported
by the data. The eMarketer report noted that broadband
users find interest in ads which are particularly informative,
ads which relate to the content they're viewing and ads that
feature discounts or coupons.

In addition, to marketing with related news sources, your
own sites and email communications should offer current
industry information. As news and information attracts the
at-work audience, if you supply news on your site and in
your email communication you'll encourage them to visit
and subscribe to your in-house list.

Delivery time of promotional material to the at-work
audience is also an important factor. The at-work audience
can only view your advertising at-work. Therefore
advertisements should be sent Monday - Friday, during the
day. In particular, the studies indicate mornings and early
afternoons are active online periods.

When devising an email campaign to reach the at-work
audience, keep in mind you want to acquire permission to
email their work email addresses. Therefore you should tell
potential subscribers to provide you with a daytime email
contact. Offer incentives such as daytime only specials,
daytime updates or daytime giveaways.

Lastly, with broadband connectivity the at-work audience
can receive rich media ads. HTML emails as well as audio
and video are easily viewed and appreciated by these users.
Your marketing campaigns should therefore send catchy,
interesting HTML emails so you take advantage of the
better conversion rate of HTML email.

So to summarize the key to reaching the at-work Internet
audience effectively is to advertise informative content at
industry related new sources. Acquire the daytime email of
your prospects and deliver your ad messages along with
quality content to them during the week in a rich media
email format.

If you have not previously considered the at-work audience,
it's time to take a serious look. And if you have been trying
to attract the at-work audience be sure to use the market
research eMarketer has compiled to fine tune your efforts.

The at-work Internet audience looks to be a great source of
new business. They're just waiting for you to reach out and
grab 'em!

 
Abbie Drew
DEMC Editor
mail@demc2.com

 
=============
2.

EMAIL MARKETING INSIGHTS

* Exclusive *

""7 Easy Steps To More Subscribers"
By: Jean Bim

A concept hit me at the beginning of the month that has
potential to grow your list in ways you never thought
possible.

It all started when I read an article at Wired.com that
said how hundreds of website owners forget to renew their
domain names and lose complete ownership of them when
other people register them. Basically, if you don't renew
your domain name, after a while it will be available for
purchase to the general public.

Now, I have no idea why someone would let his or her
domain name expire but it happens. I, for instance let
imarketingcasestudies.com and proventactics.com expire
purposefully because I was sick and tired of the SPAM that
I was getting. One is still available for sale whereas the
other has already been snapped.

In my case, the person who registered the domain name
that I let expire capitalizes on the fact that there is
a handful of websites that still link to the domain.
I remember getting about 50 visitors a day from other
webmasters' referrals and I guess that the domain still
does.

This got me thinking....

It is said that every month, there are one million, yes
1 million, domain names that expire and are not renewed.
This creates an opportun^ty for you and I as these domains
may: a) still be in Yahoo! and receive a decent amount
of daily traffic b) still be found in the Open Directory
Project c) still be linked to by one or more complementary
websites.

What if you found an available domain name for sale that
matched your products and services and that had any of the
above benefits associated with it? What if you had, two of
these domains? 3? 4? 5? 100 !? After all, domain names
are not expensive nowadays. At GoDaddy.com you can get
them for $6.95 each. And remember that now, Yahoo!
charges $ 299 to review your site and maybe they'll post
it in their direct*ry. If you buy a domain that's already
in Yahoo! you have saved yourself $ 299!

Many people that buy previously expired domains choose
to hold on to them and attempt to sell them at a higher
prices. You could actually make a decent living of this
as apparently "Business.com" sold for 7 million! But,
we'll stick to making these domains work for you in
building your email list with quality subscribers that
will look forward to your every issue and eventually
take the action that you want them to.

Here's how to go on about this:

1) Identify an expired available domain name that matches
your business or in-house list as closely as possible

2) Register it fast! The competition is pretty fierce in this
industry so don't even hesitate. Trust me, there is always
somebody who'll be interested in the domain. If you get
there first don't waste time.

3) Upload 7-8 back issues of your newsletters as content
for your new website. Make sure that you get the visitor to
either click on your links to visit your main site or sign-up
to your newsletter using the sign-up form.

4) Please make sure that the site is opt^mized. It would
be a pity for your new site to sit at position 5 million
in Google, with so many quality links pointing to it.
Opt^mizing a site is so easy anybody can do it. If you
don't know how to, email me.

5) Repeat process 1 to 4

6) Repeat process 5

7) Repeat process 6 until you're getting as many
subscribers as you want.

As you know, I am a big a fan of doing one thing that will
work for me in various ways. Not only will you benefit
from more new subscribers daily but you will also find that
the new sites will help your main site's eng^ne positions,
assuming that these new domains have quality links (Yahoo!
Open Directory Project and relevant related sites) pointing
to them. Please, do make sure that each new site has its own
unique content to avoid spamming penalization.

This should not be hard for you as a newsletter editor
as you should have past issues somewhere. Breathe some
fresh air into them by updating them and customizing them
to the new domain name and that's all there is to it.

In case you wonder, yes, this is more or less the popular
mini-net strategy as explained by Michael Campbell
(http://www.revengeofthemininet.com/).

How to track down expired domain names:

At first, I tried going guessing manually and quickly found
out that it was a waste of time. Then after chatting to some
of my online colleagues, I was refereed to a great expired
domain names locating tool that allows you to find your
ideal domains using different criteria such as keywords,
listings in Yahoo! and Open Directory and so on. You can
make it work for you at:
http://www.domainsbot.com/.

That's it! I hope that you enjoyed this concept. This is
another fast and easy way to attract a quality audience to
your list. It will work for you, if you only work on it first.
I look forward to hearing your success story.

###
Jean Bim is not an Internet marketing guru. Just a regular
online business operator that tries, tests then reports his
results with you. If you like his column and want him to
write for your website or newsletter (some conditions apply),
please drop him a line, jean@freshmarketingcontent.com

 
=============
3.

FEATURE ARTICLE:

* Exclusive *

"Communication Strategies for Low Cost Products"
By: Ganesan

In my previous article, I discussed strategies for selling
low value items to a large number of customers. I focused
on the need to identify a very good product worth selling
online, first.

Ideally, your product should be in demand in at least (in
fact, preferably) a niche market, among people who are
net-savvy, and there should not be too much competition
online. The demand need not be huge.

This runs counter to the suggestion of most Net gurus.
In fact, products where the demand is huge are also in
highly competitive markets, with established leaders.
For example, informational products. I wouldn't touch
them with a 10' pole, unless I'm a real Guru in it.

For example, the success stories of some of my clients are
in the realms of selling Asthma Masks, Viagra Generics,
Toys, Pet food, Training in Hypnotism, Specialty Cattle,
etc.

Let's now move on to the Communication Strategies.

Strategy 1: Build a good web site with good content. This
is not really mandatory, but helps draw traffic and hold
their attention for a while. It also serves as a place they
can return to, if and when they want.

Strategy 2: Create a Newsletter, or better yet, an email
based Discussion Forum. It is even possible to integrate
your Newsletter as part of the Forum. Include Mini
Tutorials, eBooks, etc., all preferably done exclusively
for/by you, not copied from others.

The email newsletter/forum should serve 2 purposes.
One, the quality of content and presentation here should
help project you continuously as the Guru in your domain.
Two, it will be your best conversion tool from past visitors.

Without an email newsletter/forum, if the conversion is
0.10%, with it, your conversion could be 10%. The email
newsletter/forum makes that big a difference. Realize
developing an email newsletter/forum will take some time.
It will start small and slowly rise to mammoth proportions
over the months. Don't expect results overnight.

Strategy 3: Drive traffic to your site. Build a permission
subscriber base. Don't waste time and money on spam
mailers; assuming they work (- my view is they don't), the
cost and time involved would only tend to de-focus your
efforts. Focusing is the way to maximize the results.

How do you build permission subscriber base? All the
known conventional methods would suffice. Try listings
in engines, and periodic updates, paid and free,
co-regs (this is my hot favorite), writing articles as
an expert in related e-zines, e-zine ads, ad swaps, etc.

Strategy 4: Quick, courteous, well-informed and
sophisticated response (in terms of language) to prospects
and customers is vital. This could prove difficult if your
products are low cost, low margin items, as you will have
tons of mails to manage, even when the business volumes
is low. See if you can engage a Virtual Help Desk to do
this at minimal cost. But ensure they won't misuse your
database.

Strategy 5: Ensure prompt delivery of items ordered
(preferably within hours of the order, or at least within
1 working day), with a polite and committed reply to the
client that the items ordered have been dispatched, and
when they could be expected. This may not quite be a
communication strategy, but the communication that
follows the dispatch is very important.

Strategy 6: Follow-up with an email inquiring to check if
the items ordered arrived, and in good condition. Ask if
the customer needs any help, and volunteer help.

Strategy 7: Follow-up again after an appropriate time with
an email inquiring about the customer's satisfaction. If it
is a consumable item, ask if the customer would like to
re-order, and give all details for re-order, assuming he/she
has lost your url and email id.

In all of the above, you will find communication plays a
very important role. Most of us are not born writers, but a
well-writen site, ezines, autoresponder mailers, customized
replies (even if standardized somewhat), all these present
a particular image of your business.

A not-so-well written mailer/ ezine/ site means a pajama
clad soho marketer, while a well-written message
represents a professional business, in the perception of
the customer. Customers like to buy from professional
companies rather than from SOHO outfits, if they can
help it. (I do not, in any way, suggest that pajama clad soho
marketers can't or don't do a good job; I am only talking of
perceptions.)

Let's say you have a business proposition now. For
example, if it costs you $1000 a month for all these, and if
you sell $3000 worth of items in the first month, with cost
of products and servicing adding up to $1500, and you are
left with a margin of $500, you're on good turf. As time
goes, you will see business climbs up even if you retain the
costs at the same levels. If your communication could be
improved, your revenues and profits would only improve
further.

If you make only $1750, all other factors remaining the
same, it is still ok if the product is one that will get you
repeat purchases from your initial clients. You have a loss
of $750 in the first month, alright, but you can expect some
of the previous purchasers to come back and buy, over
time, and you'll realize the profits. But if you can improve
your quality of communications, your business could make
good profits even in the short term.

But if you make a sale of just about $1500, there may
either be a product problem or a communication problem
or both. Until you improve both, you may need to
re-strategize.

Top class communication really helps. If your web site's
contents are well written, your Newsletters are well
written, your Moderator handles the Discussion well doing
the job of selling subtly, your expertise as a distinguished
person in the domain will sell your products. You have
given your product the best shot possible.

One common mistake people make in communicating is
to start communicating right away without a long term
communication strategy. For example, if you are starting
an ezine or Newsletter or Forum, don't start writing right
away. You should have a long term perspective plan. You
should have a broad idea of what to write about over the
next year or so and how it would interest the new
subscriber as well as the loyal subscriber.

Now, we are ready to discuss communications, per se`.
That is what to write, how to write and the like.

###
Ganesan is the CEO of eZynes, India ( www.ezynes.com).
eZynes' comprehensive services in the area of e-zines
includes Content Development, Advertising & Marketing,
and managing client e-zines. Email: inquiry@ezynes.com.

 
=============
4.

~/~ SOHO HELP DESK ~\~
http://www.demc.com

"Business Start-Up Tactics"

Today's SOHO Help Desk offers great advice for new
marketers as well as frustrated marketers on how to
get a business up and running on the Internet. Plus
you'll find a thought provoking question from one of
your fellow readers, about what defines permission
email vs. spam.

If you have any questions, answers or feedback for our
next issue just send an email to - helpdesk@demc2.com

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

=== Help Request ===

From: Jerome Dsouza

Need your advice here. I've set up an autoresponder
containing info on ezines that give their subscribers
free solo ads just for joining, and other ezines that
allow you to win free solo ads.

There are five messages in this responder and a note
in each informs those who've asked for this info that
I will be contacting them periodically, mostly twice
a month, with similar info that I come across.

Every message has a note and link saying that receiving
my follow-ups is not required. And to 'discontinue' my
messages just use the link.

Can I consider those who do not use this link are giving
me their permission to receive further messages from me?

Thanks and Finest Regards,

Jerome Dsouza
F.r.e.e. Solo Ads...just for subscribing to ezines!
Smart Move - Use free solos to test your ad-copy!
freeadezines@getresponse.com

Send your answer to: helpdesk@demc2.com

=== Answers For Paula ===

Paula asked:

"There are a lot of offers on the net and I have paid out of
pocket for many of them but in general I am finding things
to be very confusing. I have done a lot of research and I
even have a wholesaler for 1000's of gift items but I am
unsure how best to market.

There are lots of ads for how your website can get hits but
again I am not sure what would be the best offer. So right
now I have a lot of info but have not taken the step to
actually get my products on the web. I am eager to learn
but do feel a little insecure as this is all new to me."

From: Denise Ryder

Hi Paula...

I have been asked this question by many of my clients and
I'll share with you the answer I provide to them.

Look at where your interests are and stick with something
you love to do. Starting a business is hard work and if
you get into something that you are interested in or you
love to do, then, believe it or not...that work doesn't
feel like work. If you get involved with something you
don't like then the hard work and hours it takes to get
it up and running are going to feel like the weight of
the world is on your shoulders and you are going to end
up hating it.

Now...you have mentioned you were in touch with a
Wholesaler and you have 1000's of gift items. Have
you considered trying to sell them through the online
auction route?

Selling through auctions is relatively inexpensive to set
up. Do your research there and find out what items seem
to be selling faster than others.

There are two fantastic resources which are available.
One is the book Make Your Net Auction Sell (MYNAS)
http://mynas.sitesell.com/proven-web-tactics.html

Also there is a free eCourse available as well which goes
along with the above book and this is. You can get it by
sending an email to: tnamsproven-web-tactics@sitesell.net

Also, look to off-line marketing avenues. Things like home
parties, markets and that sort of route may be advantageous
for you to consider in your area as well.

Best of luck to you and please let me know how you are doing!

Denise Ryder
Marketing Consultant
DEMC Contributing Writer
http://www.profitspace.biz

===> Finding the Right Guru

From: Scott Lucas

Hello Paula,

I understand your confusion with the vast amount of info
the "Internet Guru's" put on the Internet. Been there done
that so I do know how you feel. Even though I have nothing
against the "Internet Guru's", I do know that knowledge
without action leads to self-delusion.

But to get to the point, I have a book called, "The Success
Principle the Internet has Stolen." How will this book help
you? It will aid you in determining which "Internet Guru"
you should follow. This will allow you to absorb their work
instead of the other "Internet Guru's" work. This is why
you are CONFUSED. Isn't it?

Anyways, here is the link to my site to learn more:
www.AbnormalThinking.com

Sincerely,

Scott Lucas

===> Take Time to Learn

From: Valerian Dinca

Paula,

Keep your head up. You have great opportunities available
to you. No one can say what is the perfect job for you, but
I am going to share my experience with you :

1. Don't buy before asking.
2. Don't use before learning.
3. You need a 3-4 months learning period.
4. Do not spend big money in the beginning. Consider starting
with affiliate programs. (For me http://www.ClickBank.com was
a success.)
5. Use free advertising. There are plenty of free ezines,
safelists and groups (Check out: Yahoo, Google, Topica, etc)
6. Put your offer on free autoresponder (http://www.sendfree.com)
7. If you need a website use free hosting (http://brinkster.com)
8. Start your own ezine
9. Work at least 4 hours/day and learn as much as you can.
10. Evaluate your progress every weekend.
11. Don't think people are stupid.
12. Don't give up.

After 3-4 months of apprenticeship you will know how to invest
your money avoiding major risks.

May you succeed,

Valerian Dinca

===

 
Please keep sending in your feedback. The help and
resources we've been able to share has been terrific.
Send in your questions, answers and thoughts by
emailing: 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.

 
=============
5.

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How To Get a FREE Ad in DEMC E-Magazine Visit Our Web Site:
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