Transcript Document
How to Get Permission and Avoid Being Spam
Jill Bastian Training and Education Manager
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
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How Email is Delivered
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Gate #1 - The ISP
• Yahoo, Comcast, AOL, etc. • Avoid Complaints • Keep your list clean • Get Whitelisted!
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How Email is Delivered
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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 Page 7 | VerticalResponse, Inc.
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.
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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 Page 12 | VerticalResponse, Inc.
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 line Free FREE F*R*E*E Don’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
tags • Make sure your email is a balance of text and images Single image emails go to spam • Know where your links go – Always link to reputable sitesPage 15 | VerticalResponse, Inc.
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/