| A few months ago, I wrote a series of articles on | | | | can make sure they know how to email or contact |
| online marketing - the last of which dealt with email | | | | you for removal. Make sure that EVERYTHING you |
| marketing and SPAM. This article in particular garnered | | | | send to this list of subscribers includes instructions for |
| many responses from readers both for and against | | | | removal from the list. Not doing so immediately |
| the idea of mass-email marketing of any type. You | | | | places you into the "SPAMmer" category. |
| can read that article online at this URL: | | | | What will you use to email to this list? There are a lot |
| Although that article is itself a great resource, I still | | | | of options, including online email services, |
| find myself being asked questions about the use of | | | | server-based bulk mail handlers, and PC-based |
| email marketing online. Since I didn't go into depth | | | | software that does the same through your Internet |
| about the specifics of marketing using email in that | | | | connection. Each has pros and cons to consider. For |
| previous article, I thought another was in order. | | | | instance, the online service may or may not store |
| How do you go about sending email or marketing | | | | your list for you and therefore you may have |
| yourself online without crossing into the "SPAMmer" | | | | worries about them stealing the list and selling it. This |
| category? First and foremost, KNOW WHO YOU | | | | can happen. Another example is the PC-based |
| ARE SENDING YOUR EMAIL TO. You don't have to | | | | system. If you routinely send out several thousand |
| be familiar with each recipient personally, but you'd | | | | emails from your Internet account, your ISP may |
| better know whether or not they really want to hear | | | | start to wonder just what it is you're doing. Many will |
| what you have to offer. Always keep that in mind | | | | shut you down and ask questions later. Make sure |
| when sending an email to anyone, especially if it's an | | | | they are aware of what you're doing and don't have |
| email meant to market your product or service. | | | | a problem with it. This will keep you out of hot |
| Building An Opt-In List | | | | water. |
| For anyone with an established website and a known | | | | Again, a great way to keep out of hot water is to |
| web presence, building an opt-in list is generally an | | | | use a professional service to handle your list, email |
| easy affair. The best type of list is the "double opt-in | | | | your newsletters, and even write the newsletters for |
| list." This simply means that the subscriber to the list | | | | you! I recommend Topica ( Roving Web ( and |
| was required to complete at least two steps - apart | | | | eZine4Hire ( for these services. |
| from one another - to join the list. Usually this means | | | | What and When To Send |
| that the user filled out a web form (name, email, | | | | Don't send things willy-nilly to your list. The more |
| etc.) and submitted it. They were then emailed with a | | | | often you send things, the more often you will have |
| "click here to activate your subscription"-type link. | | | | people wanting to unsubscribe to avoid your constant |
| Once they click on the link, they are subscribed to | | | | barrage. As a general rule, sending twice a week at |
| the list. This strategy prevents those who aren't sure | | | | maximum is acceptable. The shorter your emails, the |
| what they're doing from joining and, more | | | | less likely you are to receive complaints or |
| importantly, keeps Bob from signing up his friend | | | | unsubscriptions. |
| enemy Larry without Larry's consent. I recommend | | | | Don't send more than you have to. If you are |
| you find someone who specializes in newsletter list | | | | sending your emails using an HTML format, make |
| keeping and delivery (such as Topica - to do this for | | | | sure the design is simple, clean, and uses few |
| you. | | | | graphics. The more you use, the larger the email. The |
| Whether your website is brand new or well | | | | larger the email, the longer it takes to download and |
| established, you should be collecting customer | | | | view. Whatever you do, DO NOT include |
| contact information (email addresses in particular) for | | | | browser-control "features" or code that automatically |
| further contact. You can provide a free newsletter, | | | | redirects the browser to a website. Very few people |
| periodic updates via email, or "exclusive opportunities" | | | | like these and it's not widely supported by many |
| for those who join. There must be some kind of | | | | email clients, so a lot of your readers may see only |
| incentive or you won't gather many email addresses. | | | | garbage in their email. |
| For an established website, this is usually enough. You | | | | Only send useful information for your readers. Don't |
| already have traffic to see your offer and sign up. | | | | send information that you wouldn't want to read if |
| You need do little more. | | | | you were a prospective customer. Your email |
| For the new site, though, this is only a portion of the | | | | recipients probably don't want to read about your |
| battle. The real effort comes in marketing your offer | | | | dog Tilly, your son's graduation from Webelos, or |
| to drive traffic to your website and build your opt-in | | | | your new-found love of dirt farming. They want to |
| list. There are a LOT of great ways to do this | | | | know how you're work/offer is going to benefit |
| without causing much of a stir. My favorite is to | | | | THEM. And they want to know this in as little time as |
| participate meaningfully in discussion lists related to | | | | possible. Try not to ramble. This is my biggest |
| your business. I spend a lot of time in Web Design | | | | struggle. : |
| and Development forums speaking with others in the | | | | When You're Accused of SPAMming |
| business as well as amateurs just looking for tips and | | | | When you do receive a SPAM complaint - and you |
| help. Doing this without pushing myself down people's | | | | will, eventually - try to be professional about it. |
| throats has gained me both fame and website traffic. | | | | Remove the person from your list immediately and, if |
| Another way to gather fast results is to advertise in | | | | needed, send all pertinent details (including the signup |
| newsletters/e-zines related to your business. Every | | | | process and a copy of your Privacy Policy or |
| business has trade, gossip, or news-related | | | | Anti-SPAM Policy) to those who need it. Let the |
| publications both on and offline. An advertisement in | | | | person know, in a business-like and non-aggressive |
| an e-zine online can get you 3,000 people looking at | | | | manner, that they have been removed from your list |
| an ad you only spent $10 to list! The best thing about | | | | and will not receive further contact from you. From |
| the Internet is that these ads can usually include a | | | | then on, it's best to just ignore them if they continue |
| hyperlink so that they can read your ad (which | | | | to harass you with complaints. So long as they aren't |
| hopefully contains some kind of call-to-action) and | | | | receiving any more of your emails (without signing up |
| immediately click through to your website! | | | | for them), they have nothing to complain about. |
| In addition to all this, there are some great tools at | | | | Despite the horror stories you may have heard |
| Roving Web ( for the email marketer. They offer | | | | (usually perpetrated by SPAMmers who don't want |
| free trials on many of their services and give | | | | SpamCop or similar services to exist), you will NOT |
| top-notch service to their customers. | | | | be blacklisted after only one or two complaints. It |
| A slower and more time-consuming way to get the | | | | takes several complaints about the same instance |
| word out is to talk to the publishers of these e-zines, | | | | and issue to get blacklisted. Even then, these lists are |
| the writers who write articles for them, and even to | | | | generally temporary and will only last a few months |
| the website owners of related websites and tell | | | | at the longest. Unless you are a REAL SPAMmer or |
| them about your product, service, or offer. If what | | | | are ignoring one of the fundamental rules of |
| you have seems interesting enough, they may write | | | | non-SPAM emailing, you will never get yourself listed |
| an article or include a "blurb" free of charge! Or even | | | | on one of those lists. |
| trade links with you so you can help each other | | | | In the end, email is still a great marketing tool when |
| promote your individual websites. | | | | used properly. If you take the time to do the |
| You Have The List, What Now? | | | | research, learn what you need to know, and employ |
| Now that you've got a list of those interested, you'll | | | | the tools you need to use; you will benefit greatly |
| have more considerations. The first is the question of | | | | from this powerful marketing tool. If, instead, you |
| how each individual subscriber will remove themselves | | | | rely on purchased "safe lists" and use nefarious tools |
| from your list if they so desire. Most list maintenance | | | | like "header screens," you'll eventually reap the painful |
| programs allow for this. At the very simplest, you | | | | rewards you're due. |