How to Get Permission and Avoid Being Spam Jill Bastian Training and Education Manager.

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

| VerticalResponse, Inc.


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!



• Gate #2 - The Corporate Domain

• In-house spam filters.• Outsourced blacklists.• Same rules as with ISPs

- Avoid Complaints!



• Gate #3 - The Recipient’s Inbox

• Use Proper HTML• Avoid SPAM words/tricks• Get into the Address Book• Stay Relevant• As always, avoid complaints!


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


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


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.



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


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


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


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.


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


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/

How to Get Permission and Avoid Being Spam Jill Bastian Training and Education Manager.

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