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    Email and online marketing copywriting secrets

     

    My copywriters and I have written hundreds of breakthrough response, money-making emails and online Marketing promotions. Here’s what we’ve found works best. Use these tips properly and your results will skyrocket. 1. Your email “from” sender line should be your brand name or company name and stay consistent. Use your own personal name only if that is your brand image. 2. Send emails only when you have something to say that will benefit the reader. No fluff. No filler. You must be relevant. If you can’t be, don’t send an email until you have something beneficial to say. 3. Start your emails with the specific benefit the reader can get from your message. You have no more than 3 seconds to pass the crucial “what’s in it for me?” test. 4. The copywriting tone and language should be personal and conversational, instead of stuffy and “corporate”. 5. Make a specific offer to the reader and, if possible, include a short deadline by which he must respond to get it. 6. Use as much copy as is needed to fully pile on all the benefits the reader will get by ordering, answer objections, create urgency, and close the sale. 7. Test your subject lines and offers on small segments of your list before you send the email to your entire list. 8. Include “Email this to a friend” service in all your communications for pass along and viral marketing. 9. Tell your recipients to “white list” your email address so your future emails don’t end up in the “spam” filter. 10. Remail non-opens again one week later. This works great if your email service can pinpoint this information. 11. Copywriting of your emails and online marketing is your #1 key to much higher leads, sales and profits. So don’t entrust it to anyone other than an experienced successful copywriter and the best one you can afford. This is not the time to be penny-wise and pound-foolish. There are many other email and online copywriting topics that are too variable to give you hard and fast answers to. They need to be studied first by a professional based on your specific business. These include text vs. html and best days to email.

         
    Email automatic responders. automating your business

     

    If you want to take control of your online business and automate your business tasks, you need a fully functional automatic response system. This will handle all of your email tasks and deliver your messages to your leads 24/7 with ease. Setting up your fully functional autoresponder system on your own domain is very easy, this is how you will avoid paying another monthly fee to those big companies that charge high prices for their services. Email automatic responders give you the power to streamline your business and free up more time to concentrate on your marketing efforts instead of spending hours replying to customer responses and follow up emails. This will definitely help you to potentially explode your mailing list to thousands of leads in a very short time. We all know that the moneys in the list. If you have no list, then chances are pretty good that your sales will be somewhat of a disappointment. Subscription boxes on your homepage offers the visitor to subscribe to your list, ezine, marketing course or whatever you are offering, eliminating the chances of SPAM. As a result, helping you effortlessly build your mailing list. Surviving in the online business world almost always require you to build a list. Email automatic responders help you to do just that. apexautoresponder

         
    Email courses and autoresponders

     

    Offering free things to your website visitors is one marketing method that often results in a lot of sales. Free courses that are delivered via email are very popular, and people sign up for such courses on a regular basis to learn more about a topic of interest to them. These courses are best maintained and delivered with the use of autoresponders. An autoresponder can be set up to send out a series of lessons for an email course. The lessons can be set for distribution at specific intervals. You determine how often the lessons for the course are sent to the people who have signed up for it. Email courses are very different from traditional courses, web based courses, or any other type of course. There is no student and instructor interaction. The instructor writes the information out, puts each lesson in an autoresponder series, sets the timing for the lessons, and the rest is automated. You can opt to have lessons delivered daily, every other day, every three days, or any other time frame that you think works best for your email students. Email courses are commonly used to sell products and services. For instance, if you sell widgets, you might develop a course that teaches people how to use widgets or how to care for their widget. Experts agree that an email course can be written for almost any product that you can imagine – if you put enough thought into it. Start by determining what your course will be about, and how long it should be. If the course should be delivered every other day for two weeks, you know that you would need seven lessons. Write the lessons, and load them in the autoresponder. Set the interval for each lesson, which in this case would be 1, 3, 5, 7, 9, 11, and 13. This means that the first lesson would be delivered one day after the person has requested the course, and the second lesson would be delivered three days after the person has requested the course, and so on. The interval for each lesson is set for the number of days after the person has signed up Make sure that everything is spelled right, and that your sentences are grammatically correct. You want the lessons to look and sound as professional as possible. Next, simply advertise the email address that will activate the autoresponder. Make sure that you run a test first, sending each lesson to yourself. This will allow you to see what your email students will see when they sign up!

         
    Email etiquette losing business when you miss manners

     

    Network etiquette is understood to be one basic rule: show consideration for the other party online. Until now, the edict has been written mostly from the point of view of relationships between individuals, or between businesses and consumers. One important group has often been overlooked: business-to-business (B2B). Business-to-business etiquette is a growing, evolving behaviour model for how to present oneself and represent one's company when networking online. It is for this group that etiquette plays the most crucial part. The slightest improper behaviour online can ruin a good business opportunity. The guidelines were established from no central source but through a collaborative process that grew along with the Internet Where businesses fail Requesting reciprocal links Asking for free advice Requesting business services Where businesses fail Business operators new to the Web are eager to solicit prospects and partnerships online but are generally ignorant about how to go about it professionally. Without knowledge of B2B etiquette, your actions can be taken for rudeness or incompetence, leaving the other party with a poor impression of your company. Whether you solicit new partnerships or seek to maintain and build relationships with current businesses, the key is to prevent misunderstanding and not give offence. When sending email: Fight the urge to be creative Avoid using multiple fonts, size and colours. No HTML or rich media, either. Keep it all in plain text. Keep it punctual. Do not write a lengthy email and do not use jargon or talk with an overly hip attitude. For your signature file, do not use cute quotes (unless it happens to be the slogan of your business). Watch your tone. Don't speak in terms of how great you think your company is. Speak from the point of view of the other business to say, "Look what we can do for you." Size matters. Don't tie up people's email by sending large, unsolicited attachments. If you have to send a large file, give warning, check on a time most appropriate to send it, such as before or after regular working hours, or send it in segments. Use discretion. Something that might seem funny to you might be patently offensive to someone else. Even if the person on the other end has no problem with what you're sending, other people in their office could glance at the offending message. If you're that inclined to show or tell the person what you have, ask for a non business email address you can send it to where they can review it with more privacy. Requesting reciprocal links Planning to feature a hyperlink on your page to a business site? Proper etiquette involves giving the site owners notice. Explain why you would like to feature them on your site, where you plan to feature them, and the description you plan on using with their link. If you're soliciting another company to link to your site, provide some background information. Give a brief introduction, a description on your company, and how your site would be a benefit to the prospect's audience. Make sure your link has relevance to the other company's site. If yours is a car company, you shouldn't solicit a Web design company for a link. Offer something in return, such as a reciprocal link, that is, you linking to the other site as well, and/or some specific comments about that site. It doesn't leave the solicited with a good impression if you expect something and offer nothing. A generic link request is about the worst thing you can do. It shows you have nothing to say about the site, and yet you expect its operator to do something for you. Asking for free advice There's nothing wrong with asking your colleagues for advice. However, expecting free business advice from people you don't know personally - and for your own business gain - is a very touchy issue. If you are set on asking a company or an individual whom you have never met for advice, handle yourself with the greatest care. 1. Introduce yourself. 2. Give your profession and or skill background. If you are a student, mention where and what you are studying. 3. Explain why you need the advice and how you plan to use it To make a better impression, mention an interest in the person's site or works, and what you found there to be helpful or interesting. Most importantly, before you ask people for advice, search that person's Web sites first - then the search engines and directories - to see if the answer is already available to you. Even if the business does not have the answer readily available, showing that you put in an effort will make its owners more open to referring you to another site that might have the information you seek. Requesting business services If you are soliciting another business to provide you with services, it is incredibly rude to expect a work commitment without a contractual arrangement. Some common examples are: Telling a business owner to look at your Web site or your other online works, and asking what would improve them Expecting business owners to create a few samples so they can wait for your decision Offering to pay for work based on increased revenue, such as pay for performance. If you want some assurance as to work and service quality, look at a portfolio and ask for references B2B etiquette means knowing how to present yourself online with the same degree of formality and professionalism you would in a face-to-face meeting. The next time you attempt relations with a new business, stop to think how the person on the other end is likely to receive your communication. Put yourself in those shoes and ask, "What kind of impression do I make?"

         
    Email marketing

     

    Technology with its advent has taken a toll even in the field of marketing at last. E-mail also known as electronic mail, is now turning out as an indispensable medium of marketing on internet. Internet as whole has a wide marketing area because of the fact that it is spread whole and wide over the whole word. This makes it accessible to almost every country and eventually to the people in the country. E-mails are very techno-savvy and more effective and fast. This is the reason that we can now see e-mails developing as an indispensable media of marketing. Over the years people and corporate houses have started realizing the advantages of e-mail marketing. E-mail marketing carries a lot of advantages along with it. Some of the benefits are: a) Speed: This is the main factor as to why e-mail marketing is considered better and over the other Medias of marketing. E-mail marketing along with it brings the advantage of high speed. E-mail marketing has a very high speed of information transfer. It just takes a second for the person to transfer information from his working place to the internet worldwide, where everyone can view it worldwide. b) Reach: One another factor as to why e-mail marketing is considered a better option is because of the fact that it has a better reach to the people worldwide than the other medias of marketing. E-mail marketing knows no boundaries and this helps the people to continue or conduct their marketing work in larger scale. The higher reach of e-mail marketing, attracts more people towards it and thereby assists the whole marketing process. c) Inexpensive: E-mail marketing is comparatively much and more cheap than that of the other medias of marketing. The people do not have to incur any special or extra cost to market their product or point of view. Being inexpensive it suits the people and they thereby resort to e-mail marketing than the other Medias. d) Effective: E-mail marketing is very effective than the other medias of marketing. The reason being, that they are very techno-savvy, very fast and still pretty cost effective. This whole package makes e-mail marketing very cheap and pretty attractive. This is the reason that e-mail marketing is pretty effective and thus more approachable. e) Personalized marketing: E-mail marketing avails the people the opportunity to avail and conduct personalized marketing. In this the people can send mails only to people whom they think that they would be interested in it. In this the mails will only be forwarded to people on whom the concern is interested. Thus we see that why and how e-mail marketing has turned out to be an indispensable tool in marketing.

         
    Email marketing the lifeline of your internet business

     

    It is not unusual to have high ranking at the Search engines yet see low conversion rates. In fact, someone else whose ranking is lower than yours may be making a killing online with his products. How could that happen? With all other things being almost equal, good web design, good sales copy, quality products, it is highly probable the other person has an effective email marketing campaign set in place. It is a so-called ‘known secret’ of successful online marketers that the lifeline of any Internet business is email marketing. It brings longevity to your business. If you hope to make a long term living off your Internet business, you need to give serious thought to email marketing if you haven’t done so. I started off my Internet business without seeing the need for email marketing. I spent a lot of time on SEO. Then one day this question dawned upon me. What am I to do with the traffic that would show up at my door? It is a known fact that not many people will buy your product or service on their first visit to your website. Yes, some may buy the products that you are promoting but the majority won’t. The vast majority may never come this way again. You stand to lose substantial traffic in this way. Then what about those who bought something? How can they become your lifelong customers? No wonder, successful online marketers have an effective follow-up system that allows them to touch base with their visitors. What better cost effective way to do so than through email. 4 Benefits of Email Marketing: 1.Gives visitors a personal touch to your online business. Email communication is the most cost effective way at present to touch base with your website visitors. In a highly impersonalized world of Internet marketing, simple personalized email communiquйs can do wonders for your Internet business. 2.Allows you to build credibility and trust with your visitors. You can achieve this by conducting short courses in the area of your expertise through email. The courses you conduct must be relevant to the products or services you are promoting on your website. For example, if you are promoting weight loss products, you may conduct a short course like 30 days to lose weight. People are more disposed to buy your product or service if they gain confidence through the information you have provided. 3.Exposes visitors to your product or service. Sales statistics reveal that most people need to be exposed to an offer 7 times or more before they buy. You have no way of exposing your products or services before your website visitors except through Email marketing. 4.Turns first time buyers into lifelong customers. Email marketing is an effective way to update your customers of your latest products and services. Follow-up with your customers immediately after they made a purchase with an offer of a free gift or special discounts on products that are related to what they have bought. This is good marketing practice. You will endear first time buyers to you, and turn them into lifelong customers. After all been said, how to get visitors to leave behind their email address? Nobody will give something in exchange for nothing. Offer a free e-book, or software, or email course, or newsletter in exchange for your visitors’ names and email addresses. This is by no means tricking people into giving their email address. In the first place, your visitors have some expressed interest when they came by your website. Your job is to continue to arouse their interest that they want to know more about what you have to offer them. The names and email addresses you collect is called an opt-in email list. With it you can touch base with your visitors without being accused of spamming. Follow-up with personalized email communiquй, offer relevant information and leads. Don’t turn your email communiquй into one big sales letter. It puts people off. If they unsubscribe from your mailing list, it’s your loss. Say goodbye to your potential customers. You cannot maintain the number one spot at the Search engines all the time. Other webmasters will overtake you sooner or later. However, this does not diminish the importance of Search Engine Optimization. For long-term success, SEO and an effective email marketing campaign are needful.

         
    Email marketing affordable internet marketing technique

     

    Email marketing is labeled as a killer method when it comes to effective low-cost Internet marketing endeavors. This is because it is the most widely-used and has the best reputation in bringing targeted traffic to websites. It is used to stay in touch with your customers or prospective customers, send out invitations, or make special offers. It's as easy as writing an e-mail that may be in a form of a newsletter or a plain announcement, and sending that to as many targeted recipients as possible. However, there's an ideal way of going about it. Email marketing is not just about writing any email that you will be sending to anybody. To clarify that, here are some simple tips in doing email marketing the best way possible. 1. Join the "Can Spam" campaign. Email marketing is not at any rate tantamount to spamming. You are not supposed to send information that your email list will not have any valuable use for. 2. Make your email list open it. Your email might get lost together with the hundreds of emails that inbox owners are confronted with everyday. Improve your subject line by using extra white space creatively, adding text symbols, starting each word with a capital letter, asking compelling questions, not making any unbelievable claims, and not using the word FREE. 3. Keep it real. Not including any too good to be true statements is not only applicable to your subject line. Your email content must never embody any promise your business can't keep. Make your offer genuinely of value to your recipients. 4. Don't go too low. If you inform your customers regarding discounts, minimal discounts are not that effective compared with substantial discounts. But never offer discounts that are lower than your profit. It will defeat the purpose of this email marketing effort. 5. Make it eventful. It's not about contradicting the advice that you should keep an email short and sweet. This tip is on including seminars, conferences and other events in your email. Businesses that require training benefit much from this method. With these RSVP-requiring emails, repetition is important. Just make sure that an ample interval is considered before sending out a reminder email. 6. Post news. Sending newsletters and postcards provides useful information for your subscribers. These are the best forms of reaching out to your customers or prospects. You should keep the information short, simple and direct to the point for this feat to be effective. With these simple ways of going about your email marketing endeavor, your business will prosper in no time.

         
    Email marketing design tips to improve your open rates

     

    Many email marketers frequently fail to realize that their subscriber’s email application preview pane is the first opportunity their content has to attract the attention they require. And unfortunately those that don’t allow for a snapshot preview in their content design fall victim to lower than expected open rates as their subscribers are less likely to open the message in full. Here are four simple steps you can to take to ensure your next email message preview pane design gets all the attention it should: First, be aware that prior to Outlook 2003, the preview your subscriber sees runs horizontally along the foot of their screen. In Outlook 2003, this view is a vertical slice showing the left hand side of your content. As a tip take a blank sheet of paper and then reveal the top third of your next message and then the left third. Does what you see in both instances seem interesting enough to entice your subscribers to click on? Second, by allowing for the thinnest of newsletter mastheads, you should cram into these viewable snippets as much content as you can. Plus, if this content tells your subscriber exactly what your message contains, then the chances of them opening it increase even further. Third, don't have too many images cluttering the preview space. By default, my version of Outlook 2003 suppresses all images sent to me in HTML messages. All I see is a sea of red crosses, which tells me nothing about the message. (I tend to leave these messages until later, which CAN become NEVER! Your subscribers may well do the same.) And finally the smart newsletter designers use images sparingly in this top part. Even better, they build their masthead using not images, but HTML text and colour to effectively get across their message. As a consumer, I’m far more tempted to break my train of thought and dig down deeper into that juicy piece of content I can see. Thus, by treating the preview pane of your newsletter as a quick-peek mini-summary for your subscribers, you are on the right track to grab a new client! It’s simple really--the quicker your readers are intrigued by the very first lines of your email, the more they will read them.

         
    Email marketing basics

     

    : A crucial part of any online business is keeping in contact with your customers. The only way you can do that is with email. In these days of massive bulk emails, email certainly has its disadvantages, but it’s still one of your most effective tools in the battle for your customer’s business. While we would all love to have such a killer website and product that every visitor would purchase our stuff on their first visit, the reality is that just ain’t gonna happen. Email marketing has earned a bad reputation in the last few years mostly because of the actions of indiscriminate bulk-emailers. You know the type. They send spam after spam of offers for of questionable pharmaceutical products, watches, software, and um, how shall we say…um, personal enhancement. They are easily recognizable by their misspelled subject lines and undecipherable “from” addresses. For good reason, most people are now extremely wary of handing our their email address. So to get them to sign up on your email list you need to win their trust, and pique their interest. You can win their trust by calling your emails an “e-newsletter”. Make it sound warm and friendly. Pique their interest by offering them some type of exclusive info of the kind that they came to your website for in the first place. Promise your customers that their email will never, EVER be sold or given away. This is an absolute MUST. And stick to your promise. This means that you must always carefully scrutinize every e-newsletter that you send to your list to make sure it is within the bounds of your customer agreement. Your customers are trusting you, expecting your emails to them to be relevant to their interests and useful in some way to them. Otherwise, they’ll certainly stop reading them, and most likely will start unsubscribing from your list. One thing you most certainly don’t want to do is to start sending them emails with commercial offers that are unrelated to your core business. This is suicide and will cost you dearly in the long run. For example, if you run an e-newsletter pertaining to your real-estate development course, don’t start bombarding your customers with emails, or even ads in your e-newsletter, pitching your latest auto-detailing info course to them. You also want to make sure your e-newsletter doesn’t degenerate into nothing more than a glorified sales pitch for your stuff. Your customers are savvy and will know when they’re being hyped-to. Keep your promotions and links to your website subtle, yet still present, and you’ll build trust with your customers. Eventually they’ll realize you’re not just a fly-by-night course-pusher wanting to make a quick buck, and you’ll start to see more sales as a result. Your email list is a potential gold mine for you, but you must treat it with care and caution. Do so, and it will reward you many times over. Till next time…Success to you! -Ted Ted is part of an Internet information marketing group that makes its home at: eBusinessMentor Check it out for up-to-the-minute info on marketing YOUR information online!

         
    Email marketing campaigns

     

    Email marketing campaigns allow you to get in front of your clients time and time again, at a fraction of the cost of printed mailings. E-newsletters also add value to your web site, can boost holiday sales and can make your marketing job easier. Added Value to Your Web Site Providing an informative newsletter adds value to your site and gives users another reason to visit. Posting archives of previous mailings provides your site visitors with a library of information - one more reason for them to come back to your site. Adding content also gives search engines more to index. Stay In Front of Your Customers Newsletters allow your company to stay in front of your clients and leads. A site visitor may only come to your web site one time, yet if you convince them of the value of signing up for your newsletter, the single visit surfer is much more likely to return. Staying in front of your customers and prospects in this way increases the chances that your company is remembered when the time to buy comes. Holiday Sales Booster Newsletters are an excellent holiday sales booster. Sending a newsletter during the holiday season offering special discounts reminds gift-buying people the value and appropriateness of your product. Easy to Use Software Getting the right newsletter software can make newsletter mailings a snap or a nightmare. Here are some features to look for when choosing email newsletter software. Opt In and Out Easily - This process should be automated so that clicking on a simple link will allow users to opt-in or out of a newsletter without additional administrative intervention. It is no fun and a waste of time to have to manually add and remove names and emails from your list and also opens the door to human error. Double Confirmation - To ensure that your subscribers really did in fact subscribe to your newsletter, double confirmation can be used. What this means is that after someone signs up to you newsletter, they must also click a link sent to their email address to confirm that it was actually the owner of the email address that signed up. This can be particularly useful as an added level of security, especially with newsletters of controversial content that may offend some readers. Scheduled Emails - Advanced email software programs will allow you to schedule your mailing in advance. So while you are in Aruba sipping cocktails on the beach, your server can be working for you sending out preprogrammed material without you having to be there. For daily or weekly newsletters, this allows business owners or webmasters to send multiple mailings while only having to attend to administrative duties one time, saving time and effort. Auto Responders - Auto responders allow you to follow up with clients and leads effortlessly. For example, perhaps you have a free e-book download that requires a user to enter his or her email address. Several days after the e book has been downloaded, you could send an auto responder asking if the reader has any questions or requires any professional services the company offers that relate to the e book. Allow Recipients to Automatically Update Their Contact Information - By allowing recipients of your email newsletter to update their own contact information via an automated form system, the work of keeping your list up to date is partially transferred to the recipient, saving you work and time. Also, many newsletter recipients will appreciate that you have the correct spelling of their name and that updating their information is an easy task. In conclusion, email newsletters can be some work to do right, yet the reward can be huge. Email newsletters can increase your sales dramatically and also help get your company name out into the minds' of buyers. Carefully choosing your email newsletter software before you embark on starting an e-newsletter of you own can save you countless hours of frustration. Choosing the right e newsletter tool can make the task pleasant and rewarding.

         
    Email marketing for your small business selecting the right server

     

    There are many different methods for promoting your business online, but one of the most effective is still the email campaign. Weighing Your Options For emails, you have three choices of software, each with distinct benefits and drawbacks. You can install software on your desktop and be your own server. You can install software on the web server you’re using. Or you can join an ASP hosted service. The most obvious benefit of a hosted server is that getting your emails delivered is your host’s concern. Says Dr. Ralph Wilson, of Wilson Internet Services, “With desktop or web server software, basically you’re responsible to get them delivered… Whereas if you’re paying someone else for that service, it’s their job, and many of them take it very seriously.” A hosted server starts with a monthly fee for 500 or 1,000 emails and the price builds as your email database grows. With desktop server software, the biggest advantage is the price. You can pay a one-time fee for a desktop server and run it forever. Leasing a web server is also fairly inexpensive. Beating the Blockers If you use desktop or server based software, there are some general guidelines you can follow to help your emails make it to your customers’ inboxes. 1. Avoid signs of spam. There are specific characteristics that trigger spam filters. You can increase your deliverability by avoiding certain pitfalls in your subject lines: • Don’t use all caps. • Don’t use HTML messages that are primarily graphics. • Don’t try to trick filters by replacing letters with asterisks or breaking words up with punctuation marks. Filters are getting smarter, and you could end up on a black list. • Don’t use sloppy HTML. • Don’t use large or small fonts. Stick with H1, H2, or H3 heading tags. 2. Consider sender certification Bonded sender companies as Habeas and BondedSender have relationships with internet service providers. Legitimate businesses can go through these companies to get safe passage past spam filters. There’s a cost for this service, but it’s an effective way to ensure your emails are getting delivered. What to Look for in a Hosted Server If you choose to use a hosted service, there are a number of things you should ask before joining: • What precautions do they take to prevent spammers from enrolling? A good host company will have measures in place, such as confirmed opt-in, to make sure that they’re not allowing spammers to join. • Do they offer conversion tracking? Similar to an ad tracking program, many hosted servers now let you see how many of your e-mail recipients clicked through to your site, how many click-throughs resulted in sales, and how much money you made from your campaign. • What kind of customer service do they provide? You can often tell the answer to that question simply by how long it takes them to respond to your inquiries. Ask if they offer full phone support and if they charge extra for the service. However you choose to promote your business, don’t overlook the power of email marketing to increase your customer base and improve your sales volume.

         
    Email marketing is still hot for small business

     

    How do you communicate with your customers? We all know that there's getting to be more and more online activity. How much? According to the Pew Research Center: The proportion of Americans online on a typical day grew from 36% of the entire adult population in January 2002 to 44% in December 2005. The number of adults who said they logged on at least once a day from home rose from 27% of American adults in January 2002 to 35% in late 2005. On top of that, Americans don't feel overloaded by the information they're getting on the web. Pew Research stated: Just 15% said they sometimes felt overwhelmed by the amount of information they had, while 71% said they had all the information they needed and thought it was manageable, and 11% said they were missing information that they wish they had. It makes me further think about how we communicate with our customers. Some businesses have jumped into the blog world in hopes that their customers will come and engage with them online. That works for some but this strategy doesn't work well for many small businesses because their business just isn't the type to draw attention to itself such that a customer would want to come and read about them in the normal course of the day. Do you want to know what's going on in the world of sandwich making, hair cutting, or pool/spa maintenance? Me either, not so much that I would return again and again to hear it. The good news is that I would like to hear about special offers my hair cutting place has or new sandwiches my favorite sub place has coming out. And I, like most people, would like to hear about it through email. There continues to be more techie ways to send information out there (like RSS), but email is THE killer application... the most used, it allows you to push your message to your customers when you wish and they pick it up when they wish. It is effective and personal because it comes from you, allowing you to share offers and news. What's more, it allows you to develop a relationship with your customers. This is all good and true, but knowing this and doing nothing about it will not help you grow your business. Here's my shameless plug for PromoterZ(tm), a system that automates the sending of special offers through email. It doesn't require more time from an already busy small business owner either, in fact it's kind of like having a really cheap employee that talks to your customers 24 hours a day, 7 days a week. It also encourages your customers to send referrals about you to their friends, making it a word of mouth marketing tool. Additionally, it gives you feedback from your customers about the most important thing they can tell you about your business. PromoterZ(tm) is the internet marketing tool for small business. (End of shameless plug.)

         
    Email marketing reminds me of my first reading book

     

    Copyright 2006 Elaine Currie My first "grown-up" reading book had a lasting impact upon my life. This book was "What Katy Did" by Susan M Coolidge. It merited grown-up status because it had no pictures. This lack of pictures was initially a strike against the book: as a junior reader I judged a book not by its cover but by its number of illustrations and whether those illustrations were colour plates or sketches. What has this to do with using email marketing to promote an Internet business (or any other business for that matter)? It's about making things happen by being in the appropriate place at exactly the right moment. My much loved book did not have an instant impact, indeed I ignored it for a long time and would forget about it all together for long periods. I owned "Katy", as it became known in my family, for quite some time before I ever read it. The book was a Christmas gift to me from a great aunt who lived a long distance away and could only guess at my reading skills. The book was far too advanced for me when I received it. Katy was, therefore, a disappointing gift and was consigned to the toy cupboard behind the more immediately gratifying picture books, dolls and colourful paints. Over time, Katy did see the light of day occasionally when I would come across the book and attempt to make sense of it. At first I was simply too young to understand all the words. Later on, I understood the words but the opening sentences did not grab my attention and I never felt compelled to read on. One day I idly took Katy from my toy cupboard, glanced at the first page and was hooked. I fell in love with that book and devoured it in one sitting. I lived it, breathed it, slept it, wore it, read it over and over until the pages became detached from the spine. As far as is possible, I became the book. With high excitement I retold Katy's story to anyone who would listen. I daydreamed that I was as brave as Katy herself, as lovable as her pretty sister Clover and as kind as poor undervalued Elsie. I developed a desperate need to live in the countryside in a house with a barn, which I imagined would smell of warm wood like my grandmother's garden shed. The Christmas I was presented with "What Katy Did Next" I was so excited I practically had to be sedated. That was the beginning of my life as a serious bookworm. To be successful, Internet advertising has to be like my Katy book: it was positioned where I would come across it regularly until the day arrived when I was ready to appreciate it. If we advertise a product by emailing a contact list, and it produces disappointing results we should not rush to change the wording of the advertisement or assume the money is not in our list. Chopping and changing is never a good idea. We should consider that perhaps the disappointing result was simply a mater of timing. Maybe our email reached our prospects at a time when they were not in need of that particular product or not ready to appreciate it. Email is a cheap form of advertising so there is little to lose in repeating the same campaign at subsequent dates. Take as an example, an email promotion for a great autoresponder with all the bells and whistles a seasoned Internet marketer could want. If our mailing list includes many Internet marketing novices who have not yet discovered the joys of autoresponder systems, our advertisement is unlikely to be understood or appreciated. We probably won't inspire interest let alone make a sale to a group of people who would be more interested in a "first steps" ebook. However, if we consistently repeat our autoresponder campaign at respectable intervals, the day will arrive when our novices evolve into mature marketers. They will understand the value of useful tools such as a multi-featured autoresponder, and they will be ready to buy. Our advertisement can't be everywhere all the time, but we need to make sure it's in as many places as possible as often as possible, dangling its baited hook. When the day arrives that our newbie customers outgrow their picture books, they will be ready to appreciate the advertisement that has been popping up regularly for longer than they can remember. Our customers probably won't get as excited as I did about my Katy books but if they like our product enough, they will tell everyone they meet how good it is and that's a great form of free advertising.

         
    Email marketing software helps you keep track of your marketing campaign

     

    For an advertising or marketing campaign to run smoothly and effectively good organization is required; for larger emailing campaigns this usually requires some kind of email marketing software. However, email marketing software has a lot more to offer than you would probably imagine. Prospect Finder Finding prospects can be a very time consuming activity. Some email marketing tools allow you to collect targeted email addresses from visitors to your web site. Creating a newsletter for visitors adds value to your site and keeps your company in front of your prospects. Autoresponders Responding to your prospective clients with a well-written and partial sales email is vital to winning business and gaining repeated business. Using email-marketing software you can set up autoresponders that will send these emails for you as soon as your visitors or customers complete certain actions, which are predefined by you. Verify, Verify, Verify. With modern legislation on spamming it is common practice to verify email addresses; getting prospects to click on a verification link makes them an opt in lead, meaning you can contact them as you will regarding your service or your product. Don’t forget, though, you must always offer them the opportunity to stop receiving communication from you. Removal Service Once you have your bulk email list up and running and you’ve been contacting people on a regular basis to forge a good relationship and sell your products you will undoubtedly get emails that become dead links. You should be removing these to save time, effort and space in your email. Spamming policies mean you should also always offer your prospects the chance to stop receiving your targeted emails. Even though you won’t want to let go, sometimes you have to. Email Obviously, email marketing software offers you the capability to send targeted emails to everyone on your email lists. That’s what this software was originally intended for and what it is most commonly used for to this day. You can organize your prospects into categories and even status. You could run several campaigns at once and your email marketing software will keep track of which prospects belong to which campaign and therefore, send the correct email to them. Most email marketing software will be able to schedule emails for you, so you could for instance send an email to new prospects that contains a link to your catalogue. After a week you may wish to contact them to answer any questions. This technique will put your company name back in their minds and possibly produce more sales. Or, perhaps you sell a consumable good that most people buy once a month. You can set your email marketing software to contact your customers one month after purchase, perhaps offering them a discount for repeated business. All of these are genuine ways to use email marketing software. Bearing in mind that some estimate as many as 70% of Internet users from the USA have made purchases on the back of an email marketing campaign, most agree they are useful tools to help your website or business succeed.

         
    Email marketing the easy way

     

    What is email marketing? Basically, in plain English, email marketing is a targeted mass mailing done via email. The purpose of email marketing could be advertising in order to recruit new clients, introducing a new set of products or services to an existing client base, keeping your clients informed by means of a newsletter, etc. All of the before mentioned activities are very legitimate business efforts, as long as you respect some unwritten rules and as long as the list of emails you use is what is called 'targeted', in other words the names came from a database generated by your marketing division and represents your existing client base, a carefully selected list of potential prospects or a list of people who opted in to receive your messages. If instead of the above you use a list that you bought (you know, "25 million guaranteed AOL email addresses for only 19.95 - plus shipping"), or are doing it without warning the people on your list, or using other shady methods, then you are considered a spammer and what you are sending is spam, bulk mail, unsolicited email, basically, the main enemy of all things virtue and life in general. Yes folks, it is that easy to be labeled as a spammer, and very hard to get out of it. Once your message is considered unsolicited, you will immediately be put on zillions of black lists, side by side with those who promise inches and inches of extra extremities and hours and hours of ecstatic pleasures (for only 3 easy payments and some handling fees). Sound pretty risky, so why bother? Obviously, opt-in email advertising is far more cost effective than direct marketing via regular mail, door-to-door sales, or telemarketing. Paper, printing, envelopes, and postage can add up quickly. Door to door sales require paying out commissions. Telemarketing results in high long distance bills, often without great results, as people become more and more blood thirsty toward the people on the other end of the so called cold call. So why not just use my personal email or my company's mail server and some mailing software? In the early days of email marketing (that is, before the art of penile enlargement was crafted), that's exactly what people did. They would gather all their emails into some primitive version of a spreadsheet, fire up some mail merging program, hook it up to their corporate mail system and voila, thousands of emails were flying away. Today, the scenario is certainly possible, but let me tell you in a simple set of scenarios what can happen: One of the many not-for-profit groups that decided to police the internet will intercept that a large number of emails were generated and sent by a server near you (yep, they can do that). In order to protect the civilized world from those who spread spam, viruses and other vermin, they will put you on a list of threats to humanity. Those other nice corporate folks who were your indented recipients, have an IT department that gets constantly yelled at by angry users who get emails with naked people. Well - Mel, their IT guy decides to put up an anti-spam system that links to that not-for-profit's database of known spammers (oh yeah, did I mention you are now a 'known spammer'?) and block your emails. Your emails might actually be blocked so well that your company will have a real trouble communicating via email and your IT folks will all go nuts and/or get fired. Basically, not so good. Other things that can happen are: you'll have to build some opt-in / opt-out system, in some states there are laws that require that you make it very easy for your audience to unsubscribe, you'll have a hard time formatting your emails in a decent, eye pleasing way, etc. Lastly, the process of sending thousands of emails and managing lists, subscribing and unsubscribing people is tedious and just plain annoying. The only way to do it is with a maximum degree of automation, or, the better solution - to outsource to a company that does it professionally. Folks, I am known for promoting the "do it in house" concept, and am not that big on outsourcing. But when it comes to mass mailing... I say stay away from it and let the professionals do what they do. If you are worried about cost, know that the fee you pay for email marketing services, will still cost less than the continued overhead and expenses of the traditional options, not to mention the great possibilities of reaching a much larger audience, much faster (practically instantly). What to look for in an email marketing company? 1. Automating Your Subscribe and Unsubscribe Requests Many email marketing companies will provide you with exact HTML code you need to paste to your site to have a subscription form on your web site. The better services also provide a link at the bottom of each email that enables subscribers to update their information or unsubscribe from a list, automating everything for you. 2. Personalization of Emails Another powerful feature of many email marketing services is the ability to use mail merge capabilities to personalize each email that you send. The better services allow to have custom fields, additional to the standard first name and last name. 3. Bounceback email handling Bouncebacks are emails that are sent to email accounts that no longer exist or are full, blocked, etc. Essentially, you'll get a response stating that your message did not make it. All email list management software programs are able to manage subscribe and unsubscribe requests and send out messages, however without integrated bounceback email handling all the non-deliverable emails will be sent back to you, a rather big nuisance if your list is large. Ideally, the email software you use will be able to manage your bouncebacks for you. Whenever a bounceback is received, the software makes a note of the address and if another bounceback is received the email address will be sent to a list of dead addresses. This remove capability is extremely important since if you continuously send out emails with many bouncebacks you may be blacklisted as a spammer. This is something you really want to avoid at all cost. 4. HTML email The ability to send out HTML emails has been around for quite some time. Most email marketing companies support the ability to send out messages that include graphics and formatted text. This is surely something you'll want to look for. However, not all of your users have the ability to view email messages in HTML format. This percentage is usually between 10-20%. Instead of seeing your aesthetically pleasing email they might see a string of meaningless code. Using most email list management programs, these 10-20% of users will open up emails from you and be very inclined to call you a spammer. To avoid this, look for companies that use multi-part MIME to send out messages. When you send an HTML email in multi-part MIME, users who do not have the ability to view HTML messages will receive the email in the usual text format. So who should you use? Do your homework, read reviews, eventually, make use of a trial account and see if it fits your needs. I currently use Intellicontact (Owned by Broadwick Corporation, a company specialized in software that improves communication efficiency for businesses) - check them out at bsleek/emailmarketing - they do everything I told you about in this article, plus more.

         
     
         
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