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       ** DEMC ** Volume VIII No. 28 **
        The Truth About Email Marketing!
    Serving the Internet Since November 1995

Quote for today:

"Hope is not a dream, but a way of making dreams become reality."
         - L.J. Cardina Suenens

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What's In This Issue - Features

1) Editor's Note: "Use It or Loose It"
2) Email Marketing Insights: "How To Get More Buyers"
3) Feature Article: "Success Secrets of 'Mr. EzineAnnouncer'"
4) SOHO Help Desk: "Free Exposure In DEMC!"
5) DEMC's - Advertising Information

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

1.

Editor's Note:

"Use It or Loose It"

After taking a couple of days off for the long weekend, I returned on Tuesday to an inbox of email with close to 20,000 messages. Yikes! Even with my broadband connection, it took time to get everything downloaded and sorted by my filters.

As I waited, I thought to myself, everyone is receiving so much email these days how can it even be effective. But my doubts were short lived as I then realized, just look at me. I return from a weekend away and what do I do first upon my return to the office, I check my email!

Yes, the volume of email has increased over the years, but email hasn't lost its persuasive lure. As I was looking through my email, I came across a report from Double Click which bolstered my positive outlook on email.

Double Click's recent Email Trend Report sited that email open and click through rates continue to rise from year to year. Double Click in comparing the second quarter of 2002 to the second quarter of 2003, found open rates increasing from an average of 37.6% in Q2 2002 to an average of 38.8% in Q2 2003. Plus the total click-through rates increased from an average of 7.5% to an average of 8.3% year-over-year.

Along with this increase in open and click through rates, delivery rates also improved for their regular emailings. And conversion rates have held steady.

Thus despite the deluge of spam, email is still performing well. I have to agree with the Vice President of Strategic Services at Double Clicks analysis when he says: "Legitimate marketers that continue to use email to enhance their brand and build customer trust are seeing success with email as a communication vehicle."

One crucial point to experiencing positive email marketing results as Double Click has is regularity. You have to consistently send email to your in-house list. When you fail to email your list of customers and prospects, you not only loose potential business, you loose your list.

The fact is an email list that sits unused becomes worthless. Email addresses are easily changed and quickly become outdated. Your messages should frequently be in front of your customers so when they change their addresses, they let you know. If a customer or past prospect hasn't heard from you in six month, a year or more, they're likely to forgot you. Then when your "year later" email message arrives, it ends up being labeled as sp*m not as a useful update.

Don't let the volume of email on the Net discourage you from communicating with your customers and prospects by email. As Double Click's report reveals email is still a powerful marketing tool. Your list will only remain responsive if you use it.

On that note, I am pleased to announce that DEMC will be returning to our regular weekly schedule. As the summer months are now behind us, it's time to get back to business. Plus, now that I know email is still being opened and read, I want to be sure DEMC is there for you when you need a it!

So enjoy today's issue which is packed full of great information and be sure to look for your next issue, in just one week!

Abbie Drew
DEMC Editor
mail@demc2.com

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2.

Email Marketing Insights:

"How To Get More Buyers"
By: Ganesan. S.

"There's a hole in the bucket, Dear Liza ..."

One of the biggest mistakes most marketers make (I have been no less guilty of it) is snatching defeat from the jaws of success!

We do a few things right, and get close to receiving orders. And then we bungle it all up!

Sometimes, we receive so few emails that we are disheartened, and give up, little realizing that behind every email seeking clarifications or reply, there are 100, not written. If only there was a way these could be answered intelligently, how much more revenues each of us would make out of our online business?

There are 2 good things that can happen to your business. One, people buy from you. Two, people don't, and they let you know, in some way.

The sign that people want to buy from you, but are not yet doing it, occurs when you start receiving emails from just a few prospects. They may come in the form of (i) doubts, (ii) indifference and (iii) objections.

Doubters are 'buyers' in disguise. They just need clarification and greater details. Long copy works here better than anywhere else, because the prospect has shown keen interest to buy. All you need to do is to dispel all doubts. Make your reply as elaborate as possible, but without rambling and without beating around the bush. Show proof, including a few testimonials that address the specific doubts.

Showing indifference thru email is typically a signal that there is something they like about you or your product. True indifference normally would not lead to an email; instead they would just ignore you. Who has the time to tell someone "I don't have interest in your offer"? But there are times when people take great pain to show their indifference to you or your product, by writing to you. This is a signal that they do want to do business with you, but for some reason, they are indifferent to you or your product. They are also likely to be opinion leaders, since they take the pains to tell you they don't have a use for your product. You would do well to maintain correspondence with them through a warm reply. Perhaps they haven't got the facts of your product right, in which case they may even be brought around to buying from you.

Objections are signals of buying interest in disguise. Let's say, they object to the price and say they can't afford it. This is a chance for you to convince them that they can't afford to let the offer pass them by. You can explain how it would cut costs or bring in additional revenue, or benefit them considerably (if it does, that is; otherwise, maybe your product has no use for them at that price). Again, including a few testimonials that address the objections may go a long way in selling.

Let's say you receive the following email from a prospect:

Hi,

I like your product and the price, but I'm not sure if it will exactly meet my needs fully and if there are better alternatives that may serve my purpose better, even at a higher cost. Also, I do not want to pay thru Credit Card as I have had bitter experience. If the product does, in deed, meet my needs well, and you offer me at a significantly discounted price, I may even be able to promote your product. How can you help me?

Mike

What if this email is one of the few or 100s' you receive daily. What exactly do you do with it? Do you answer it, if so, how, when and how exactly?

Different online businesses react differently to such a customer query.

Supplier: 1 doesn't reply at all.

Reply from Supplier: 2 is as follows:

Mike,

Thanks for your mail. This is an automated response. You will hear from us in 2 to 3 days.

Customer Support
ABCDEFGH

And he never gets to hear from them. (This is not to say that all automated responses are never followed by specific replies; many do, while quite a few don't.)

Reply from Supplier: 3 is as follows:

Dear Customer,
Glad you wanna promote us.You get 25% commission when you join as affiliate. Details are in the site. If you have difficulty in making payment, lemme know.
Customer Support
ABCDEFGH

Reply from Supplier: 4 is as follows:

Hello,

It will certainly meet all your needs. No one sells a better product than us. Besides, we give so many freebies which you can see in our site. Credit Card payment works well for us. We welcome you to join us as affiliate and make 25% commission. Please feel free to ask any doubts.

Customer Support
ABCDEFGH

Reply from Supplier: 5 is as follows:

Hello,

Thanks for your email inquiry.

I answer your queries point by point as below:

1.
>I like your product and the price, but I'm not sure if it will exactly meet my needs fully ...

I'm glad you like our product and the price, exactly the same way our 2100 customers who have bought it from us have liked it. Please see the features of our product listed on the page: www.abcdefgh.com/features.htm.

If you can either explain which features you are unsure about (whether they will meet your needs), or just explain your need, maybe I could try and be of more specific help, as to whether our product addresses that need fully, and if so how.

2.
>... and if there are better alternatives that may serve my purpose better, even at a higher cost.

Please do verify from the market if there are better alternatives, even at a higher price. But, as far as we know, there aren't any. Perhaps the reason why is we are the fastest growing supplier in this line. Please review the testimonials we have received from our esteemed customers for our product at www.abcdefgh.com/testimonials.htm.

3.
< Also, I do not want to pay thru Credit Card as I have had bitter experience.

We accept 3 modes of payment: (i) Credit Card payment thru PaySystems, (ii) PayPal and (iii) Check, details of which can be seen in the page: www.abcdefgh.com/payment.htm.

However, it may not be out of place to mention here that we have so far not received any complaints of Credit Card related problems from our clients.

4.
>If the product does, in deed, meet my needs well, and you offer me at a significantly discounted price, I may even be able to promote your product.

I'm glad that you are willing to promote our product, if you like our product. I am very sure you will like our product, and would promote it among your friends, and other sites, newsletters and communities that you run. Like the 50+ affiliates who already do, with some of the active ones making $500+ a month by way of commissions alone. Please read more of this at: www.abcdefgh.com/affilaites.htm.

5.
>How can you help me?

I am here to help you in all possible ways. I have given some general answers above, and am more than willing to help you with any other questions that may be even more specific.

I look forward to serving your needs. Please contact me thru msn messenger at: a@b.c, or toll free call at: 123-456-7890

Notice how supplier 5's email specifically addresses all of the prospect's concerns. This longer personalized email is the most effective at closing the sale.

When you go to answer emails from potential customers think of the Jamaican folk song, "There's a hole in the bucket, Dear Liza". You'll then better understand how each issue has to be addressed before the prospect will proceed on to buying.

For more ideas on how to thoroughly reply to prospects' inquiries email me (ezynes@eth.net) with the subject: DEMC Reply. I will respond personally, and also answer through this column.

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

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3.

Feature Article:

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"Autoresponder Marketing Masters Series"

"Success Secrets of 'Mr. EzineAnnouncer'"
By: Mike Merz

An interview with successful Internet Marketing Entrepreneur Jason Potash, the mastermind behind EzineAnnouncer, PickTheirBrains, and Ezine JV.

Jason has been absolutely red hot in 2003, and I'm sure he'd be the first to tell you that autoresponders have played a major role in his rise to fame.

Let's see if I can squeeze a few secrets out of "Mr. EzineAnnouncer" ..;)

MM

Jason, first of all, congrats to you and the missus ... in regards to your brand new baby boy!

JP

Thank you very much Mike. My wife and I are truly blessed. It's a very exciting time!

MM

Jason, you've long been associated with list building legends like Joel Christopher and Jimmy D. Brown ... are there any specific tips, tricks, or techniques that you've learned from them and are willing to share?

JP

Well, since Jimmy and Joel are both personal friends of mine, and we speak frequently, we could easily spend several hours discussing this very topic. Let me share with you a few key pearls of wisdom from both Joel and Jimmy that have greatly impacted how I approach list building.

Each time I hear Joel speak, he continually reminds me that I need to diversify my list building efforts. And I'm not alone here. What do I mean by this? It's simple. There are 100+ ways to build an permission list, and I'll bet that 99% of people reading this are only using 2% of them (IF that!). Joel's 12-step list building system includes dozens of ways to build a list. You need to setup multiple ways to attract qualified subscribers to really build a large, responsive, permission list.

My buddy Paul Myers calls these subscriber streams. You need to have multiple subscriber streams working for you around the clock. Many people think that by sending out one article, they will instantly tap into 5,000 subscribers. While this can happen, it is very rare. Sending out articles each month is only one subscriber stream. Don't put all your eggs in one basket.

Look at it this way ... set yourself up 5-10 subscriber streams. If each one brings in a handful of new subscribers each day, you can easily add 100+ subscribers to your list each week. Most people won't invest the time or do the work to set everything up. This is what really separates the winners from the whiners in the game of list building.

If you've heard the name Jimmy D. Brown before, you already know that he is the king of viral marketing. Jimmy is one of the sharpest online marketers today. Here's why ... Jimmy has developed the ultimate lazy man's way to build a massive list. Jimmy plays golf, travels with his wife and son and yet his lists keep growing, day after day - automatically! His secret? Viral marketing. If you've ever read any of Jimmy's eBooks (and I highly recommend that you do), you'll notice that Jimmy is always asking you to subscribe. Even if you get a fr^e eBook or mini-course from Jimmy, there is always one goal in mind -- get your name on his lists. Notice I said lists, not list. Jimmy's goal is to get you on as many lists as possible, to consume more of his great content. Because he knows that once you are a subscriber, the more you read, the more you'll buy from him.

Think about this ... with everything you do online, are you always thinking about: "how do I get the subscribe"? Whether it's an article you've written, an eBook, a mini-course, your website, software product, information guide, etc ... always think about how to get the confirmed subscription. This is one of Jimmy's big keys to success.

In fact, I was so inspired after sharing the stage with "viral king" Jimmy late last year, that I released my own list building "viral" eBook called Ezine JV Secrets. It's filled with real list building case studies and is a free download at this time from http://www.EzineJVSecrets.com

MM

... A few of your own (tips, trick, and techniques), as well?

JP

Over the past year, I have found great success in building my lists through:

1. Joint Ventures
2. Teleseminars/Webinars

If you play your cards right and receive a recommendation in a popular ezine, or have them publish your article or mention/endorse your product, you can instantly send a flood of traffic to your websites (or autoresponders). If you have something "juicy" enough to entice the visitor/reader, many of them will subscribe. I've signed up several hundred subscribers within a few hours by using this exact technique.

The approach is similar with Teleseminars/Webinars. Whenever I host (or am a guest on) a teleseminar, I always sign up dozens of new subscribers. Think about this. If several people have promoted the event to their lists (whether the event is fr^e or paid, it doesn't matter), if I deliver good content, people will feel compelled to visit my sites and subscribe to my lists.

It's a simple formula that works.

1. Schedule an event
2. Deliver great content
3. Drive massive traffic to your websites/autoresponders
4. Capture the subscription

I have been very successful using this exact same approach each month with my live webinars at http://www.PickTheirBrains.com

MM

HTML vs. text formatting ... where do you stand on this?

JP

I recently had a long discussion about this during a teleseminar about ezine publishing. The bottom line is this. You need to test both text and HTML and track the results. You can easily split test a mailing list and send half the HTML version and the other half text. I also believe that if you "train" your list a certain way, they will come to expect the same. For example, if you have been sending out text emails for 2 years and then suddenly switch to HTML, some readers will resist this. When your readers expect certain things and then you change the rules, it's not always a good situation.

Then again, I have a friend who sends out his regular ezine in text and his solo ad promotions in HTML. It works great for him.

To summarize my viewpoint on the whole HTML vs text argument, here is my belief. Words sell, graphics don't - period. My goal of every email is to communicate useful information and/or get someone to click on a hyperlink. If I accomplish this, my job is done. If people email me saying "the formatting is weird" or "I can't read the email", my job has failed.

MM

Another major concern of email marketers are the SPAM filter issues ...

How have they affected you, personally?

JP

Anyway you slice it, spam sucks! To get around the filtering issues, I have been testing shorter emails and trying to drive readers to a website instead of telling the whole story within the body of the email. Time will tell. Again, it's all about testing.

However, there is some good news. One thing will protect you from sp*m or anything else that threatens your emails from being read. You must develop a relationship with your subscribers. As you know, people don't read emails, they skim the "From" column and then selectively open each email one-by-one. Is your name on their preferred list of "Froms"? You better hope so!

If not, you need to start working on building a relationship with your subscribers. If your readers don't like, respect, enjoy, you and your writing, then your emails will remain at the bottom of the Hotmail junk heap like everyone else out there.

You must constantly work to stand out amongst the ever increasing competitive email marketing crowd. This doesn't happen overnight and it requires plenty of persistence and determination. Lucky for you, most people won't stick with it for the long haul. Here's your chance to be the exception.

MM

Solutions?

JP

I had the pleasure of hearing Dan Kennedy speak at the recent System Seminar. Dan said it best... "If the Internet died tomorrow, where would this leave your business?". Many people would see their businesses die right along with the internet. You need to think about offline marketing as well as online marketing. As far as I know, no one has developed a junk mail filter for a curbside mailbox.

MM

In regards to building a productive list ...

Many tout the ability to aid you in building a big list ... but what about a responsive one?

JP

I touched upon this a little in my response to your last question. To summarize, here is a perfect example. I know someone who spent $5,000 and purchased another's in-house list of about 80,000 members. Some people would say, "WOW! 80,000 list members. What a goldmine!"

I know another person who took over an ezine with about 30,000 subscribers. Guess what? Both of these people failed miserably at turning a decent profit from these lists.

The reason is simple. I could go into pages and pages of notes on why people buy: psychological motivators, etc., but the fundamental reason is this: trust. The online marketing game is becoming so crowded. There is so much static out there, that people are growing more skeptical than ever before. There are 125 products that guarantee you will make money online. Which one should you buy? Who is the real deal? Who is the snake oil salesman?

The only way you'll know 100% for sure is by buying from a trusted source. If someone you like, trust and respect recommends a product, you are more likely to take them up on their recommendation than if a complete stranger says "Hey buddy, you don't know me from Adam but ... buy this, would ya?"

Sure, this is common sense. But you really need to think about this when developing your online business. Are you willing to schlep any product to your subscribers and customers just because there is a $100 commission in it for you? Or, would you rather only endorse products that you truly stand behind 100%?

Here's the litmus test: Would you recommend this product to your mother, brother, friend, neighbor? If not, then don't recommend it to your subscribers.

To tell you the truth, you don't need a massive permission list to run a profitable online business. There are dozens of examples of people running sub-lists (smaller, more focused lists), and making several thousand dollars each month with only a few hundred subscribers. Once again, it all boils down to trust and the relationship you have with your subscribers. Once you have this nailed down, everything else will fall into place. Believe me.

MM

Anything new from the Potash "camp" that you'd like to let our DEMC subscribers in on , Jason?

JP

Sure. There's always something new cooking at the Potash camp. The problem is, many items aren't listed on the menu as of yet ;-)

This hasn't been publicly announced yet, so DEMC subscribers are really the first to hear about it. I'm 100% serious here.

Based on feedback from my customers and people I have met at live events, I have decided to launch a new site that is designed for online marketers who are serious about learning through seminars, teleseminars, e-classes, etc.

Piggybacking on the great success of my site http://www.EzineAnnouncer.com the newest addition to the "Announcer" family is http://www.SeminarAnnouncer.com

SeminarAnnouncer keeps you up to date on all the latest internet marketing seminars, plus you will receive exclusive deals and rebates that you won't find anywhere else. Best of all, the site is fr^e to join and use.

MM

Thanks ever so much for taking the time to do this interview, my friend ..;)

I know you've got a million and one things going on ...

JP

My pleasure Mike. Although, I still think that I've got a few more I.O.U's in my back pocket with your name on them. So, I'm always glad to help you out whenever I can.

MM

Thanks, again, Jason!

JP

Thanks Mike. I had fun :-)

Future "Autoresponder Marketing Master" interviews are being booked as of this writing to be run in DEMC in the months to come ...

So stay tuned!

Who would YOU like to see featured in our series? Send your requests to mailto:DEMC@im4newbies.com and I'll do my best to track them down! ;)

Regards,
Mike Merz

###
Mike Merz is a well known Internet Marketing expert, specializing
in Online newbie campaign start ups, and is the owner of ...
Internet Marketing For Newbies - http://im4newbies.com
The All New IM4Newbies Update - http://im4newbies-update.im4newbies.com
Infoproducts To Sell! - http://infoproducts2sell.im4newbies.com
The IM4Newbies Internet Marketing Community - http://internetmarketingforums.im4newbies.com

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4.

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

"Free Exposure In DEMC!"

Share a tip, ask a question, provide a resource or send in your feedback and you'll get free exposure in DEMC!

We're looking for you to contribute to the SOHO Help Desk for our upcoming fall issues. Don't miss this chance to get your questions answered or to share your small business expertise.

Send in a response today! Just Email your questions, tips and/or feedback to: mailto:helpdesk@demc2.com

Be sure to include your SIG and contact URL with your post as we'll be publishing any viable ideas/information in a future issue of DEMC E-Magazine.

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