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                 ** DEMC ** Volume IX No. 24 **
        The Truth About Legitimate Email Marketing!
          Serving the Internet Since November 1995

Quote for today:

"The greatest mistake you can make is to be continually fearing
you will make one. - Elbert Hubbard" _________________________________

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What's In This Issue - Features

1) Editor's Note: "Email Revival"
2) Marketing Insights: "Practical Email Correspondence Tips"
3) Feature Article: "Don't Beat Yourself Up"
4) SOHO Help Desk: "10 Sure Fire Ways To Get More Ezine Subscribers"
5) DEMC's - Advertising Information

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

1.

Editor's Note:

"Email Revival"

I've noticed in the last year, the popularity of email marketing has declined. Understandably the rise of spam has lead to strict email filters. Marketers have had to battle email delivery problems causing many to give up on using email promotion. The result is a negative outlook has developed among online marketers about the future of ëmail markëting.

I'm hear to say despite the spam and the filters, the recent news for email marketing is actually quite good. In fact I'd say an email revival is on the horizon. Here are my 6 reasons why email marketing should be returned to your online campaigns.

1) Growing Email Volume

The Radicati Group estimates there are currently 578 million email users worldwide. Their research expects that by 2008 there will be 762 million email users. Email is not only a huge marketplace it is also still growing. People love email. Be sure your business is using this medium to communicate with prospects and customers.

2) High Email List Supply

Jupiter Research predicts online ad inflation in the coming year. Paid search and display ads are going to experience price hikes. The reason is simply that consumer search levels are mature. There are not a lot more searchers predicted nor an increase in the number of searches. Plus search inventory is fairly well tapped.

The result is that advertisers will be competing for the same eyeballs, and driving prices higher. And for a small online business competing with bigger companies for search terms is going to become less and less cost effective.

Email inventory on the other hand is in good supply, keeping prices low. Not only is the volume of email users growing, the number of online publishers is also on the rise. According to the Oxbridge Directory of Newsletters the number of online newsletters published in the U.S. and Canada doubled from 2003 to 2004.

You can easily find email publishers to run your ads at cost effective rates with a little research.

Plus starting up your own email list using a service like SendFree has never been easier. You'll then have a prospect and customer list you can email to regularly and cheaply to keep your sales coming.

3) You Can Be a Better Informed Emailer

New studies are regularly being conducted to determine the best way to get your email delivered and read.

Return Path recently found the best time to send your email campaigns for improved deliverability. They discovered the highest delivery rates occurred between 6 - 10 am EST. While the worst delivery occurred between 10 - 2pm EST. Further Return Path noted that delivery overall is higher during the week than the weekends and Monday is the best delivery day.

In addition to Return Path's research, eROI just released a study to MarketingSherpa on when to send email. Their research detailed when email generates the highest open and click through rate. Interestingly Monday was again highlighted as the top day for sending.

When marketers build their knowledge about emailing times and use email content filters to check their messages the likelihood of a successfully campaign improves dramatically. (See today's SOHO Help Desk for more on email content checkers.)

4) Good Email Case Studies Results

Recently the reports of email success stories have been on the rise. When businesses and organizations try email marketing they find out it really does work. Here are just 2 recent stories.

The first amazing case study was reported in ClickZ about a Brazilian gas station chain. The company, Ipiranga, conducted a test comparing a direct mail campaign to an email campaign. Their email results were impressive. The ëmail markëting campaign cost 80% less than the direct marketing and was 50% more successfully in generating customers for their gas stations.

Another significant email campaign was conducted by Environmental Defense this June. The nature lobby was attempting to gather signatures for support of new global warming legislation. Their efforts returned 73% of their 6,527 signatures as a result of emails sent to online subscribers of the New York Times.

5) Email Technology Improvements Will Improve Results

The new SenderID developments will soon be in place at major ISPs like MSN and AOL. As I've discussed in previous notes. What SenderID will do is require all email senders to publish records showing that they're authorized to send email from their addresses. ISP can then check to see that an incoming email is actually "From" a legitimate sender when it arrives.

The result of "SenderID" will be that emails with forged "From" address and header information will no longer be accepted. As forged email is predominately spam, SenderID should cut down considerably on the amount of sp@m in user's inboxes.

With less competition from spam drowning users' inboxes legitimate emailers will see their email return rates improve.

6) Indirect Response Is Alive and Well Online

Too often advertisers judge the success of their email campaigns on click throughs. Well a recent study from DoubleClick reveals that ads simply viewed and not clicked actually are successful.

Their study reports that "view-throughs" - online conversions which happen after a user sees an ad online but does not click it - have better conversion than click- throughs with online advertising. In Q2 2004, the view- through rate averaged 0.73% for DoubleClick customers' campaigns, while their average click-through rate was 0.43%.

In particular DoubleClick found sales are 6x more likely to occur after a user has just viewed an ad rather than clicked on an ad.

Marketers who have given up on email marketing because they've been disappointed by their click through rates, should seriously consider this finding. Simply delivering your email message for viewing and reading is getting you results.

While it may seem that filters and spam are making email not worth the effort, don't make the mistake of eliminating it from your marketing. Email remains a powerful marketing medium you should be using to promote your business.

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Email Marketing Insights:

* Exclusive *

"Practical Email Correspondence Tips"
By: Lynn Terry

If you manage your business through the internet full-time, it goes without saying that you may nëvër meet the majority your clients, vendors or business partners in person. Most of your correspondence will be via Email, if not all. Let me share with you some practical email correspondence tips that I use every day in my own online business:

> When in doubt, Email!

If you have a question, or are not entirely sure on any point, email the other party. This goes for your clients and their projects, vendors, merchants, potential business partners, or anyone that you come in contact with - period. If a thought or question crosses your mind...send that email right then and there!

Also be sure to send tëstimonials on products or services you have purchased. Not only can you gain exposure through this (as the merchant may choose to publish your testimonial and signature on their website), but you are also opening the lines of communication with another business owner. This is the first step to developing a relationship with potential joint venture partners and peers that may stand to play a part in the success of your own business.

A perfect example would be my own partnership with Andre Chaperon. I just happened to be browsing my discussion forum when Andre registered as a new member. I brought up his profile, as I like to get an idea of members' interests and skill level so that I can best meet their needs.

His website address piqued my interest and so I clicked through. Right then and there, I sent Andre an email. Mind you, I don't personally email ALL new forum members... but I do make it a point to send a message when someone catches my interest. I sent a simple note, welcoming Andre to the forum and also sharing my positive comments on his website.

Andre sent a response right away - the first of many emails we would exchange in the coming months. Over the course of the first week, he shared an idea with me that I found very interesting... and we decided to work together to launch a unique success-driven membership portal. Andre and I n0w work together on a daily basis as the co-owners of www.TurningIdeasIntoDollars.com . I am glad that I decided to send that first email to Andre several months ago, but knowing Andre - if I hadn't, he would have ;)

> 'Keep it Simple' doesn't mean One-Liners!

While it's true that you should 'Keep it Simple', it's important to convey your message with clarity and also compel the recipient to respond. You want your message to be personal and meaningful. Address them by name, include your reference to them (ie: "I found your website on Google" or "I was referred to your site by ___"), and then state your specific quëstions or comments.

You should also put some consideration into your Subject line. Write something relevant to your message that will catch the recipients attention. For example, "Hi" could easily be mistaken for junk email and be deleted without having been opened. Instead, include a reference that they will recognize, such as "Interested in your Copywriting Course".

Also be sure to include a full Signature at the end of your message. At the very least, this needs to be your name and website address - but may also include your tag line, physical location and telephone number.

> Read your email with an open mind!

Intentions are not always easy to determine from Plain Text alone. What may appear to you as a crass comment, or an indirect insult, may not be what the sender intended at all. Your first reaction to anything that seems negative is usually *not* the best reaction to share with that person ;)

As an example, I was corresponding frequently with someone awhile back that always replied with very short one-liners (and usually zero punctuation). If he initiated the email, there was usually no subject line at all. My impression of this person wasn't the greatest, as you can imagine.

I later had the opp0rtunity to meet him in person at a Seminar and found out that he uses a small email pager, which he carries with him everywhere, to stay connected to his email. Immediately I realized that this was the source of the short messages from this person - he was obviously replying from this small limiting device during the course of his busy schedule. From that point forward, I didn't regard his one-liners as 'rude', but rather appreciated that he responded right away and with the answer I needed.

My point with this is that you nëvër know the situation on the other end of the line... so keep an open mind! If you receive an email that seems 'negative' to you, stop and imagine the sender smiling when they wrote it - - and then read it again. Is it possible that their words are not as negative as they first appeared?

Of course, sometimes its downright obvious that the sender is upset, unhappy or just plain rude. In these cases, I always wait before sending a reply. As I mentioned above, your first reaction to something like this is usually *not* the best reaction to share! Come back to that email at a later time and you'll find that it doesn't invoke such a strong reaction the second time around. Respond positively, and offer a solution to their problem. In the case of complaints, I always make it a point to say, "I appreciate you pointing this out to me" in my response.

An Inbox to an eBusiness is as important as a telephone to a local business.

Identify yourself.

Be professional.

Convey your message with clarity.

Ask questions that initiate further discussion.

... and use this tool to develop relationships that could have a dramatic impact on the success of your business!

###
Lynn Terry, http://www.SelfStartersWeeklyTips.com
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3.

Feature Article:

* Exclusive *

"Don't Beat Yourself Up!"
By: Mike Merz

The best single thing that you can do to make the most of your innate abilities is to learn how to pat yourself on the back.

Too often, I see clients being over critical of themselves. When their plans and actions don't produce the desired results, they blame themselves. Doing this has the unfortunate effect of undermining your self confidence and making you risk averse.

Whenever you beat yourself up for something that didn't turn out right, a negative message is lodged in your subconscious. If you do it often enough, a little warning bell will ring whenever you get into a situation that could lead to a negative result. You will tend to avoid doing anything that could have negative consequences. It is simply human nature. We instinctively avoid experiencing pain, both physical and psychological.

Ultimately, negative self-talk will cause you to avoid taking risks - of all kinds. Because if you don't take risks, you won't get hurt. The problem is, if you don't take risks your business will nëvër become the stunning success you really want it to be. In the end, negative self-talk paralysis you. Without even thinking about it, you won't take advantage of business opportunities. Just in case you are not successful. You will avoid changing the way you do things because it is "safer" to keep them the way they are.

The result of all this is that your business could very quickly fall behind the times. The business environment is becoming increasingly competitive. And only forward thinking, open-minded, opportunity-seeking and risk-taking competitors prosper in the long term.

Negative self-talk is more harmful and pervasive than you might think. Research suggests that up to 70% of self-talk centers around admonishing oneself for doing or saying the wrong thing. Or handling situations in the wrong way.

This tendency has become entrenched in our success driven culture. So changing it is hard. But it really is in your best interests to get out of the destructive habit. Your ability to be positive about all the decisions you make is at stake.

The other side of the negative self-talk coin is that most people don't pay much attention to their successes. They take them for granted. This is unfortunate because success is something you want to repeat. So reinforce the experience by acknowledging your successes. Subconsciously, we tend to repeat things that have a positive outcome. So catch yourself doing things right. And pat yourself on the back whenever it happens.

Accept that all the decisions you make are based on the best information that was available to you at the time. See failure in a positive light. If things don't work out the way you wanted them too, learn from the experience.

Email marketing can be especially frustrating. The market is becoming increasingly crowded and hard to reach. Often, a huge amount of work on a campaign is rewarded with zero response. And moving on to another line of business is tempting....

Remember that failure is the best teacher. See each disappointing result as valuable feedback. You learn little from success. But, if you use the feedback constructively, each failure moves you up the learning curve.

See your failures as milestones on your journey to becoming successful. It took Edison 10,000 attempts before he got his most famous invention, the light bulb, to work. But he didn't see any of the first 9,999 attempts as failures. This quote from his writings says it all : "Many of life's failures are people who did not realize how close they were to success when they gave up."

###
As a Business Strategist and Coach, Mark works with business owners to help them achieve their business goals. His powerful strategic planning and implementation techniques produce stunning results for clients.

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4.

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

"10 Sure Fire Ways To Get More Ezine Subscribers"

Today's SOHO Help Desk offers reader feedback on a new email content filter checker. Plus you'll find 10 good tips on building your ezine subscriber base.

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

To start us off today, we have a DEMC subscriber who would like your input on ezine promotion. Please take a minute to review this week's question and then send in your response.

=== Help Request ===

From: Annette Fincher

You always have interesting information in your newsletter. One topic I am especially interested in is list-building. There are many resources for marketing ezines, but what about other types of ezines aside from the "business-related" industry, such as pets (my favorite), gardening, family issues, entertainment, shopping, etc. Are there directories of ezines for nonmarketing interests? If so, how do we find them or any other resources? My little newsletter is in several directories, but they are not really targeted to my audience, which is cat lovers. I don't know if there would be widespread interest among your subscribers for this topic, but am hopeful.

Thanks for the oppertunity to make a request.

Annette Fincher
>^..^<
"CAT TAILS" Newsletter . . . for people who LOVE cats!
F R E E subscription: http://groups.yahoo.com/group/CatTails
mailto:CatTails-subscribe@yahoogroups.com

=== Reader Feedback ===

From: Crissy Vanderpool

I recently found an incredible free ezine chëcker that really stays updated as to what is being filtered from servers.

I love your ezine and wanted to help you insure that it gets through to it's valued customers. If you want to proof your ezine for yourself it can be found at http://ezinecheck.com

I ran my own ezine through this checker and I feel so restricted that now I am sending enticing notifications to a web version of my ezine. I found my customers love it just as much, because their ads get double exposure.

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=== 10 Sure Fire Ways To Get More Ezine Subscribers ===

"10 Sure Fire Ways To Get More Ezine Subscribers" By: Ken Hill

1. Place tëstimonials for your ezine on your site.

Your tëstimonials will help you to increase your circulation by showing your visitors how your ezine has helped your subscribers.

2. Give your visitors the chance to see what your ezine is all about before subscribing.

For instance, you could provide an archive of your past issues on your site or you could make a sample issue available by autoresponder.

3. Write articles.

Your articles will increase your subscriptions by showing people that are unfamiliar with your ezine what kind of valuable content they can expect from you.

Promote your articles by sending them in to article directories, article announcement lists, and also to ezine publishers directly.

4. Swap articles with other ezine publishers and webmasters.

Publish other ezine publishers' articles in your ezine in exchange for those publishers running your articles in their ezines.

This can help you to successfully increase your subs by getting your articles run in targeted ezines on a regular basis.

You can also participate in ad swaps where you post other publishers' or webmasters articles on your site in exchange for them doing the same for you.

In addition, to helping you get more subscribers, these swaps can help you to keep your site updated with new content and increase your search engine rankings by increasing the number of reciprocal links you have.

5. Add bonuses for subscribing to your ezine.

Your bonuses will help you to successfully get more subscribers by giving your visitors an incentive for joining your ezine.

Increase the value your visitors place on your bonuses by adding an honest dollar amount to them, by telling your visitors the benefits they provide, or by telling your visitors how many people have already received them.

6. Swap advertising space with other ezine publishers.

Your ad swaps will give you an excellent way to increase your subscriptions. When possible, swap your ads for at least three issues in a row to maximize the number of new subscribers you get.

7. Swap "thank you" page ads.

Promote other related but non competing ezines on the page your new subscribers are taken to after subscribing to your ezine in exchange for those publishers doing the same for you.

This will give you a powerful way to continue to increase your subscriptions for as long as the other ezines are published.

8. Swap welcome message ads.

Like your "thank you" page ads, this type of swap can give you very good ongoing promotion of your ezine. The main difference is that not everyone that subscribes to your ezine will read your welcome email while all your new subscribers will be directed to your "thank you" page.

9. Swap recommendations with other ezine publishers.

You could recommend another publisher's ezine within your ezine in your own words in exchange for that publisher doing the same for you.

You could also swap recommendations in your welcome message or on your "thank you" page.

In addition, you could run a recommended ezines section in every issue where you recommend a few or several other ezines in exchange for those publishers doing the same for you.

10. Submit your ezine to ezine announcement lists and ezine directories.

Your submissions will provide you with an easy way to start getting more new subscribers.

Putting your ezine into ezine directories can also help you to find more people who would like to purchase advertising in your ezine as well as more publishers who would like to do a joint venture with you.

###
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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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