More questions -- and answers -- about keeping your
legitimate opt-in e-mail messages out of the "trash bin."

Judging from the responses to the last "Marketing Tips" Newsletter ("Rescue your legitimate opt-in e-mail messages from the 'trash bin' with these lessons from the FTC spam conference!"), navigating the world of spam and spam filters is an ongoing concern -- and challenge -- for "Marketing Tips" subscribers like you.

Many of you expressed frustration about dealing with spam filters and figuring out the "rules of the game." So I wanted to take the opportunity to tackle a few of the questions we received about the last issue, and share the answers with all of my subscribers so you can apply them to your own business. Let's get started...

QUESTION: "I sent an email promoting two information eBooks I had produced to camcorder clubs who might be seeking technical information for their members and newsletters. All but one club loved the contribution. One individual got very nasty and created a real fuss. As luck would have it my ISP saw both sides of the story and was very helpful in resolving the matter.

The point I would raise is: Where do you start and stop when 99 out of 100 people seek and want information?"

-- Roger Jeakings

First of all, make sure you're sending the message to the right person. Many business sites will have a section on partnerships or business development, where you can find the contact information for their business development team. They usually have addresses like marketing@mybusiness.com, partnerships@mybusiness.com, or biz_dev@mybusiness.com that are obviously set up specifically to deal with proposals.

Taking care to find out who you should be dealing with does take more time, but it's guaranteed to be way more effective. Think about phone strategies: If you call a company and start trying to sell your software to the receptionist, you'll be seen as nothing but a nuisance. But if you take the time to get the name and number of the person responsible for joint ventures, then you'll have a more receptive audience.

By the same token, take the time to personalize each message, and -- when appropriate -- mention specifics on how you can work together, or why it makes sense to link your web sites. The more the other person sees that you've taken the time to visit their site and think the proposal through, the more professional you'll look, and the better reception you'll get.

Also, make sure your proposal makes sense. If you send a link exchange proposal to a web site that has no obvious connection to yours, you'll look like an amateur -- and a spammer.

1. What is your relationship with this customer? How do they know you?

2. What does this message have to do with this relationship?

Right away, Janet knows how you got her e-mail address, who you are, and what your relationship is.

Yes! I want to receive updates about related products and services, including special "members only" discounts. 

If a customer checks the box, then you can add them to your list, knowing that they're interested in what you have to send them. Keep in mind that the wording you use is important, and that there has to be a clear benefit to reward them for giving their permission.

QUESTION: "You said that you should make sure your customers and readers know who you are but if they don't read your e-mail and don't recognize your inbox address or message then what?"

ANSWER: With the volume of mail -- spam and legitimate -- that people get in their inboxes, you have to do everything you can to make sure they recognize your messages among all the other e-mails.

Here are a few crucial steps to follow if you want your customers and subscribers to recognize your mail right away:

1. Before they even sign up for your newsletter, let them know what to expect. Here's an example:
   

"Enter your name and e-mail address NOW to get our monthly
"Golf Tricks" Newsletter packed with easy-to-use tips that
will take strokes off of your game!

When someone subscribes, they will already know a couple of important things. First of all, they will know the name of your newsletter. Now when they see a message with "Golf Tricks" Newsletter in the subject line, they'll recognize it. Second, they'll know how often to expect it.
2. Once they've subscribed, be sure to send an immediate autoresponder, thanking them for their subscription (and, of course, providing an unsubscribe link). Take this second opportunity to let them know what they'll get and how often.
   

   Here is an example of a well-crafted confirmation message:

Also, make sure the "From" address you use for this message is the same one you use for your newsletter. Using the same "From" address consistently will help your recipients recognize who the e-mail is from, and decrease the chances of them mistaking your message for spam.

QUESTION: "What if one sends out an advertising e-zine and a person who opted to receive it gets it and really likes it then sends it on to friends they think will like it? Maybe those friends may not and 'they' may report it as Spam. How does one protect themselves from this kind of action? Would it have to be stipulated in an agreement that one cannot 'Forward' the newsletter to anyone?"

-- name tk

ANSWER: Having people forward your e-zine, newsletter, or promotion to friends and family is not a problem at all, since the e-mail will be shown as coming from the person who sent it, and not from you.

In fact, getting your e-mail forwarded can a huge opportunity! This kind of "word of mouth" recommendation is an extremely powerful marketing tool. It's a testimonial from one friend or businessperson to another that will carry more weight than any advertising you could buy.

But while getting your e-mail forwarded once is great, it's even better if you convert that new reader into a subscriber. So you'll want to make sure you do all you can to get the second person to subscribe themselves.

That's why we always include this simple link in all of our newsletters:

Of course, our subscribers aren't interested in this -- they already get the newsletter. But anytime one of our subscribers passes a newsletter along to a friend or business associate, that person can easily get to our subscription page with the click of a mouse.

You can even set up a reward program for people who refer their friends or business associates, like a discount on their next purchase, or a free bonus. If you have an affiliate program set up already, this can be a quick -- and cheap -- way of getting new customers while rewarding loyal ones!

FINAL THOUGHTS

Don't let fear of getting your messages flagged as spam scare you away from legitimate e-mail promotions. A carefully thought-out campaign to a targeted opt-in list that you have a strong relationship with is still one of the best ways to get your message out there! Keep these tips in mind:

• Targeted and appropriate joint venture proposals sent to other companies are a legitimate business strategy. Just make sure that every letter you send is very personal, that there is a clear connection between your businesses, and that you're contacting the right person!
  
  
• Only contact your list members about topics that make sense based on your relationship, and remove them from your list if they ask you to.
  
  
• Let your subscribers and customers know what they can expect to receive from you (and how often), and then remind them of your relationship early in each message, as this will help them recognize your e-mails.

Make no mistake, getting your e-mails delivered, opened, and read is MUCH harder now than it was just 12 months ago. But if you arm yourself with the right information and the right tools, e-mail marketing can still be an incredible opportunity!