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Free Blue Ribbon Webinar: How to Get Permission & Avoid Being Spam
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How to Get Permission and Avoid Being Spam
Jill BastianTraining and EducationManager
Agenda
• A little about email delivery
• The CAN SPAM law
• List building the right way
• Email tips
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The Email “Gates” - How mail is delivered.
• Gate #1 - The ISP
•AOL, Yahoo,Comcast etc.
• Gate #2 - The Corporate Domain
• IBM.com, Citrix.com, Apple.com, etc.
• Gate #3 - The Recipient’s Inbox
•Spam folders and filters
How Email is Delivered
• Gate #1 - The ISP
• Yahoo, Comcast, AOL, etc.
• Avoid Complaints• Keep your list clean• Get Whitelisted!
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How Email is Delivered
• Gate #2 - The Corporate Domain
• In-house spam filters.• Outsourced blacklists.• Same rules as with ISPs
- Avoid Complaints!
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How Email is Delivered
• Gate #3 - The Recipient’s Inbox
• Use Proper HTML• Avoid SPAM words/tricks• Get into the Address Book• Stay Relevant• As always, avoid complaints!
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What is CAN SPAM
CAN SPAM is a law that was passed in 2003 to try to help stop spam in the US.
The acronym stands for: Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003
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What is CAN-SPAM?
• Bans False header information • Domain name must be accurate• Email address from the actual sender• From label - Must be "From" who the recipient has the
relationship with
• Bans deceptive subject lines - must relate to the content
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What is CAN-SPAM?
• Requires working opt-out method.• Must remove address within 10 days. • Opt-out method must be active for 30 days.
• Requires the sender postal address.
• Non-compliance could subject you to fines.
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VerticalResponse Anti-Spam Policy
• No purchased, rented, harvested or otherwise third party mailing lists.
• Clients can only mail to people who have specifically requested info from or about their company.
• Good - Opt-in Form on website, Customers, sign-up at a tradeshow booth, request email over the phone.
• Bad or Questionable - Contact Us form on website, tradeshow attendee list, list provided by an affiliate or partner, purchased / rented / borrowed list.
Build and Keep a Great Reputation
• Your list should be Opt-in, not Opt-out
• Send email regularly, at least once per month
• Brand your emails properly
• Keep your list clean
• Keep your emails relevant
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Building Your Mailing List Quality Lists are NOT built in a Day!
• Leverage existing network
• Customers past/current
Build & Grow • Sign up form on Website/Blog• Add Sign Up form to your Facebook Fan Page• Forward to a Friend Link in emails
Give Then What You Promised
• Relevant content
• Frequency – at least once a month
• No purchased or rented lists
Constant process
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Online Methods• Facebook– Post a newsletter
opt-in form on your Facebook Fan Page
• Twitter – Tweet to your followers to join your list, offer email only deals
• Post Your Subject Line with a link to the hosted version of your email
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Offline Methods
• Tradeshows - Scan badges and collect business cards
• “Traditional” Mediums - Direct mail, print and radio
• Brick & Mortar Options - Kiosk in your retail location, newsletter subscription during checkout or the fishbowl technique.
• Customer Support - Get an email address for customers and prospects contacting your business via phone / email.
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Things to Avoid in An Email
• Avoid ‘Spam’ techniques in the subject lineFree FREE F*R*E*EDon’t abuse punctuation!!!No Excessive CAPITALIZATION
• Avoid ‘Dirty Words’ in subject line and body of email • Like Oprah, Free, any kind of medication, pornography, Work From Home
• Keep HTML clean – Close all tags• Use <html><body> tags
• Make sure your email is a balance of text and imagesSingle image emails go to spam
• Know where your links go – Always link to reputable sites
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Resources & Links - Visit the VR Lounge !
• How to Do Everything
• http://help.verticalresponse.com/
• VR Marketing Lounge
• http://lounge.verticalresponse.com
• VR Marketing Blog – List Building• http://blog.verticalresponse.com/verticalresponse_blog/building_an_
email_list/
Q & A