Email Marketing

Direct communication the inbox. The most effective tool that gives personal attention when you do it right. Do it wrong and your email is trashed without being read.

Email Integration

Use a 3rd party email service and create a personal email. Never let the person know they’re one of many on a list. Always personalize the email.

Email Marketing

We hear about this all the time. So what’s the deal with email? It’s a chore to go through the volume of emails. They’re all the same asking you to do something. Sign up or get the latest deal. Nothing of real value. Time is wasted reading them.

Why on earth did you subscribe to this in the first place?

At first email was manageable and interesting, now it’s too much information and it never seems to relate to you and what you’re doing. Unsubscribe immediately. Anything to stop the constant emails. No sooner have you cleared your inbox then another bunch of emails arrive. All day every day.

If this describes how you feel about email then how will you send an email to someone who won’t have the same reaction. Think about the emails you do open. Why do you open them? Because they are relevant to what you want to know about their product or service.

The Recipient

When you compose an email write to a person as you would if you were having an in-person conversation. Always give your emails that personal touch.

People want to know that you acknowledge them.

If you address the email to their first and last name this immeditaely signals they’re one of many on one of your lists.

No one likes to be addressed as; Hi Newsletter Readers, or Hello Listies, or Hello First and Last name, this is a turn off. And no, it isn’t the new way to do it for 2020.

Email isn’t dead. The “Dead” idea is a clickbait trick to get you to read an article thinking you’ve been doing something and you shouldn’t be doing it now because it’s supposedly ‘dead’.

In fact email is the one way to communicate directly that does get results if you do it right with a personal touch. There’s a human being on the receiving end of your email.

Email Servers

Which one do you use? There are so many to choose from. Each one with different configurations and set up. It would take all day to list them but how to find the right one will depend on the kind of emails you want to send.

In 2003 Congress enacted the CAN SPAM Act implemented a law covering all commercial messages. Email is an electronic commercial advertisement promoting a product or service.

Anytime you send an email to someone to solicit your business or service, and this includes a single email, the email must conform to the specific requirements. Otherwise it’s spam.

Requirements
Don't use false or misleading headers

Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.

Don't use deceptive subject lines

The subject line must accurately reflect the content of the message.

Identify the message as an ad

The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.

Tell recipients where you're located

Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.

Requirements
Tell recipients how to opt-out of receiving email

Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity.

Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you.

Make sure your spam filter doesn’t block these opt-out requests.

Honor opt-out requests promptly

Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days.

You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request.

Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list.

The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.

Monitor what others are doing on your behalf

The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law.

Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.

Permission

Never abuse the privelege granted to you by someone when they give you their email address.

Mail Poet

Not an easy setup.

MailChimp

Out of all the services to choose this is my choice.

Using a 3rd Party Email Client is a good idea when you want to grow an email list to existing customers, or new customers. 

Email Marketing is cost effective.

Your customers do want communication. Especially if they subscribe to your services. 

If you have a daily or monthly Newsletter this is a powerful information tool to keep your customer informed. 

3rd Party Email Clients

There is a long list of 3rd party email services.

Before jumping into the deal look carefully at the cost factor. How often will you send out an email? How large is your list?

You can start a Newsletter with only 5 people in your list.

Most of the 3rd party email services have a free plan based on the amount of emails you send on a monthly basis.

Email Newsletter
Get Organized

We’ve heard this before how you need to organize information so you can get it out at the right time to the right people about the right information. This sounds really good but it is easier said than done.

Your first campaign is going to take some work on your part. First you need to start out with a plan. Not a calendar with proposed dates but a plan that starts with how you are going to deal with the subscribers, now that you have integrated your website with email.

What is the Purpose of Your Email?

To communicate and engage with an existing customer base.

To promote information about a product.

Provide training.

Welcome new customers.

What you are doing is called Digital Marketing. This is a combination of setting up an email newsletter and then managing the campaign that corresponds with the above list.

Here’s an excellent workbook about the process; The Digital Acquisition Cycle by Scott Winterroth. The book takes you through the necessary thought structure based on the author’s real time experience.

“The key ingredient to almost any digital marketing campaign is commitment. You need to sustain your online marketing strategy, even when it is difficult.” Scott Winterroth.

Sending Emails Builds Relationships

The inbox is where you have an opportunity to speak directly to the person. Now it’s time to stop and figure out why you want to send emails. Is it because it’s what you’re supposed to do? If it is this won’t work.

The person you’re emailing is intelligent and they can figure it out from the subject line of the email, to the greeting, and the first sentence.

Integrating your website with Email Marketing will require effort. It’s no use outsourcing the project, you’ll never be satisfied with how it’s done by someone else. Only you can do it because you’re the person behind the email offering your service or product.

Always remember, there is an intelligent human being on the receiving end of your email.

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