Zee2A's Marketing Edge Blog

February 3, 2010

Ethical list building: Tip 5 of 5

Today we address the 5th in our series of the Five Top Ezine Publishing Guidelines. If you’ve missed any of the previous posts, please pick up the links from our archive in the sidebar on the right of the screen.

5. Communicate with a frequency your readers expect

How often you send your email newsletter depends on how much content you include. Perhaps you send a ‘daily tip’ that is short and to the point, or you send a longer article only once a month. Either way it is best to set the expectations of your readers upfront and then stick to it.

Why? So that you keep on the radar of your prospects (which your readers ultimately are), and so that they can look forward to receiving your emails and are more likely to read them. Whatever you do, be sure not to send emails so frequently that you get on their nerves, or so infrequently that they forget who you are!

There you have it.

Please feel free to leave your thoughts on this series – even adding any top tips that you follow as an email marketer.  And if you’ve enjoyed this series of short articles and would enjoy reading more like them, please sign up for our e-zine The Marketing Edge.  We practice what we preach – promise!

January 29, 2010

Ethical list building: Tip 2

Yesterday we addressed the first and foremost rule that responsible e-marketers follow. If you do any form of email marketing (newsletters, ezines, mailshots – call them what you like) then you are in the right place: Read on!

2. Make unsubscribing easy!

Why? Because your subscribers are entitled to change their minds about receiving your messages, and should have their wishes respected. They should not need to explain why, nor have to beg or plead to have you honour their request.

How do you make the process quick and painless? By having a simple, one-click unsubscribe link in your message – that removes the email address completely from your database.

Dishonest e-marketers make it virtually impossible for subscribers to remove themselves. They do things like creating separate lists for each individual broadcast so that when a reader clicks the unsubscribe link they are only removed from the current mailing and not future ones. Or they insist that you log in to their system to change your preferences, but you have never created an account to log in to!

E-marketers with integrity will never employ such cowboy tactics.

Check back on Monday for our third tip.

January 28, 2010

Ethical list building: Tip 1

Over the next few days we’ll be exploring the top 5 ezine publishing guidelines that you need to follow as a reputable, ethical e-marketer. If you missed our previous post/s you can read them here. Today we look at tip number 1:

1. Only add subscribers with their permission!

Why? Well, a major reason for having an ezine or email newsletter at all is to position you as an expert in your field, to demonstrate your services, and enhance your credibility. You ruin it all by growing your subscriber base without their consent.

Additionally, people who actually want (and have asked) to hear from you are qualified prospects and are more likely to buy from you eventually. It is a complete sham to have a database of hundreds or even thousands of recipients that don’t want what you have to offer, never read your newsletters, and possibly even have your messages land straight in a junkmail folder.

How do you ensure you have their permission? By using what is known as ‘confirmed (or verified) opt-in’. This not only makes certain that every name on your mailing list has given you permission to send them your newsletters, serves to validate the email addresses you hold, and also prevents third parties from adding subscribers without their knowledge.

By definition then you would not add people to your mailing list simply because you picked up their card while networking. Neither would you mine the Yellow Pages or Chamber of Commerce member list to increase your subscriber numbers.

Responsible e-marketers regard this as standard practice.

Check back tomorrow for tip number 2.

January 27, 2010

Are you building a massive email list?

Ezines (or email newsletters) are a great way of showcasing your knowledge and positioning you as a credible expert in your field. They also allow you to stay on the radar of qualified prospects in a low-key, non-threatening way. They are low cost, created with ease, and delivered at the exact date and time that you determine.

It’s little wonder then that so many businesses are following the trend to build massive mailing lists.

Are you?

Read on over the next few days to learn the five top ezine publishing guidelines. If you don’t follow them, at best you’ll be ruining your reputation, at worst you’ll be breaking the law!  Check back tomorrow for tip number 1.

October 28, 2008

How ‘Scam Savvy’ Are You?

Almost everyone uses email these days.

That means that most of us have at some time or another received some very convincing sounding (and looking!) emails pretending to have come from sources that we know and trust, but are actually fraudulently sent by con artists who are out to steal our financial information or even our identity.

 

Sometimes even the most ‘suspicious’ of us have been caught out! So how can you tell the difference between a legitimate email from a trusted source and a phishing email from a scammer?

 

I stumbled across a nifty little “Phishing IQ Test” that is both fun and educational.  I highly recommend you take five minutes out and do the test at http://www.sonicwall.com/phishing/

 

Then, if you’d like a free copy of my e-book Identity Theft: How it Happens and How to Protect Yourself please sign up at www.zee2a.com – it is available as a free download to all subscribers of my twice monthly newsletter The Marketing Edge.

Feel free to browse the other available free downloads at: http://www.zee2a.com/freestuff.html

August 19, 2008

Getting to the Gatekeeper

Getting to the Gatekeeper – The Good, the Bad & the Ugly

By Colleen Francis, Engage Selling

 

Over the past few weeks, I’ve found myself on the receiving end of a series of particularly heinous sales techniques – all of which were aimed at getting through a gatekeeper to a decision maker, and all of which ended disastrously for the sales reps involved.

I firmly believe that, to improve our skills and the relationships we have with our prospects and clients, it’s just as important to know what not to do as it is to know what to do. In that spirit, I decided to recount and dissect these painful experiences, in the hope of sharing with you where these sales people went so wrong – and what they could’ve done instead!

One word of warning: while I’ve chosen not to use any names in order to protect the potentially innocent companies who may be employing these sales reps (and may not be aware of the “techniques” they are using), the stories you’re about to read are, unfortunately, all true. Viewer discretion is definitely advised… (more…)

July 31, 2008

Did You Fly Longhaul between 2004 and 2006?

By now you’ve no doubt seen a fair amount in the media about the class action lawsuit brought against British Airways and Virgin Atlantic for price-fixing.

In a nutshell: If you booked a longhaul flight on either of those airlines between 11 August 2004 and 23 March 2006 you may be entitled to some compensation.  The purchase must have been made in the USA or UK and have included a longhaul fuel surcharge that was not refunded.  Apparently qualifying flights are all Virgin Atlantic routes and most BA flights between the UK and non-EU destinations.

Full information can be read at the official passenger settlement website operated by the settlement administrator.

A full list of FAQ’s is also available on that site.

According to the latest figures I’ve read – apparently there are only about 100,000 claims that have been submitted, against approximately 5.6 million passengers that booked flights during that period. Phew!

Right then, I’m off to submit my claim….

July 23, 2008

Spam: Where it Came From, and How to Escape It

Spam: Where it Came From, and How to Escape It

Written by Tom Kulzer (AWeber CEO)

  • Who Cooked This!? (How did it all start?)
  • Why Does Bad Spam Happen to Good People?
  • Stop The Flood to Your Inbox
  • Stay Off Spammed Lists in the Future
  • Think You’re Not a Spammer? Be Sure.
  • The Final Blow (more…)

July 22, 2008

Grow Your eZine List The Honest Way!

You may recall my recent article, published here on June 3rd and in my eZine The Marketing Edge entitled: Right vs Wrong: How To Build an Email List wherein I outlined some of the dishonest, and soon to be illegal ways that many businesses and email marketers grow their email subscriber lists.

Many so-called marketing experts and self-proclaimed gurus are the worst offenders – adding every email address they’ve ever collected onto their unauthorised s*p*a*m*m*i*n*g lists.

I also outlined a number of best-practices for building an eZine (or email newsletter) subscriber database with people who have chosen to subscribe, by opting-in to receive emails from you. 

Few other email marketers would be prepared to share their statistics or inside information, but I would like my clients, subscribers, and readers to feel comfortable that I not only ‘walk the talk’ but can substantiate advice I give them, based on my own experiences. (more…)

July 21, 2008

Going Green, Being Environmentally Aware, or Simply Saving Costs…

…. What do you do at your place of work that has a positive impact on all these areas (environment and bottom line)? No matter how small the act… (more…)

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