Permission based email marketing:Be the huntedPermission based email marketing has boomed in the last few years.Traditional lead generation involved going out at chasing leads using door to door or cold calling sales techniques.It is called permission marketing because people are allowing you to market to them having opted into an email list or newsletter they found on your site.
If you think about high end products you have bought such as a car it might have taken several discussions with the salesperson before you take the decision to buy. Similarly it will take several visits to your website before a prospect decides to buy from you.They may bookmark your site but will they ever come back? As an experiment go to your favorites list now and run through all the websites you book marked.When was the last time you visited any of them?A while back, I would imagine. The foundation of e-commerce is through relationship building and the best method to build a relationship online is through email marketing. The trouble is about 80% of email sent out is spam.Most email won't even reach the inbox of the receiver, because their email service provider will have filtered them out. So it is really important to craft email that gives value to the reader and does not overly promote the product you are trying to sell. Email allow you so show to your readers that you care about them,so get into the habit of writing emails as if you were talking to someone across the table. Make sure your email is deliveredEven if you have used permission based email marketing to generate leads you must be careful how you compose you emails.Legislation is now in place to counter the rise of SPAM.If someone subscribes to an email list the there needs to be a simple link on each email which allows the reader to opt out. Many email programs such as Gmail,Yahoo & AOL allow people to block certain email that contain certain words such as "sex" of "consolidate debt".You need to know what these words are so you can avoid using them. There is as sneaky way round this.Instead of writing "debt" you could write "de*bt" but make sure the works are still understandable. The levels of spam filters vary from one IPS to another so if you are sending out email you might want to create separate lists of people depending on which email service provider they use eg gmail,or MSM or Yahoo.Then tailor you emails to each list knowing what will get through to each list. Fortunately the major autorepsonder services such as Get Response or Aweber allow you to check your emails before you send them out.You email will be graded from 1 to 5.1 indicates your email is OK and will get through almost all spam filters.Make sure you run these tests first. As with web page writing permission based email marketing must use the highest quality copy that give value to your readers and give them every reason to buy whatever it is you are offering.
Next Lesson: the subject lineClick here to learn how to craft the all important subject line copy that will have a reader open your email not sent it straight to the trash can.
For tips on how to keep out of spam folders go here
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