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Email Market Without Getting Persecuted
By Stephen Bucaro
You provide a Web service such as Web site design, Web site
evaluation, search engine optimization, graphics design, or copy
writing. You find a Web site that could sorely use your
services. You send a friendly email message to the Web site's
owner.
Your ISP disconnects your service, your Web host cancels your
service, your affiliate membership gets terminated with loss of
commissions, your business gets a bad reputation, and you are
labeled SPAMMER.
All because you sent an "innocent" email. Spam has become such
an invasive and revolting phenomenon today that people who
receive any unsolicited email messages will make sure the sender
pays dearly for the crime. Is there a way to send a friendly
email message without getting persecuted?
Let's make one thing clear, improperly sending mass unsolicited
email messages will result in big problems for you. Proper mass
email marketing is done through opt-in lists or newsletter
advertising. There is no effective way to mass email market for
free. Safe lists and FAA sites are a waste of your valuable time.
But there is a safe way to send a small number of friendly email
messages to solicit customers. What makes this possible is your
"signature" block. A signature block is a short paragraph, about
six lines long, that you include at the bottom of every email
message. The signature box includes information about your
business and how to contact you.
Most email programs let you configure a signature block that
automatically gets included in every email message that you
send. To properly use a signature block, make sure that it is
not personalized in any way to the individual that you are
sending the message to. Make sure there is a dividing line that
separates the signature block from the rest of the email message.
To put it another way, you are NOT sending a marketing message
to the individual. You are sending a personal message that just
happens to automatically include your signature block. Now all
you need is an legitimate reason to send a personal message to
the prospective customer. Below are five different scenarios for
this.
1. Give a Compliment.
Find something you like about the prospective customer's website
and send them a compliment. For example: "I'm writing to let you
know that I found the information on your Web site about how to
buy a new car very informative. I find your Web site very
useful. Keep up the good work. Thank you". And of course, your
signature block is automatically included at the bottom of your
message.
Don't be too transparent or patronizing with your compliment.
Don't send a general compliment. You must compliment something
specific. If you honestly can't find something you like about
the prospective customer's website, use one of the other methods
described below.
Would you consider a message that compliments your web site to
be spam? I don't think so. I can tell you that if you send me a
compliment about my web site, it is going to be VERY difficult
for me to report that message as spam. In fact, half the time I
return a thank you note!
2. Ask a Question.
Send a question related to the topic area of the prospective
customer's website. For example: "I find your cooking Web site
very useful. I was wondering if you know of any good Chili
pepper recipes. Thank you". And of course, your signature block
is automatically included at the bottom of your message.
Would you consider a message that asks a question related to the
subject of your web site to be spam? I don't think so. Most web
site owners will be so happy to have the opportunity to answer
your question that the thought of reporting your message as spam
will be the furthest thing from their mind.
3. Send an FYI.
Find some information related to the subject area of the
prospective customer's website and send a "for your information"
message. For example: "I read your article about starting a
catering service. I just wanted to let you know that there is an
article on the FTC web site about the laws related to starting a
food related business. The article is at the following URL ...
Regards." And of course, your signature block is automatically
included at the bottom of your message.
Would you consider a message that provides you with information
related to the subject area of your web site to be spam? I don't
think so. In fact, you are almost sure to send a thank you note!
4. Give Freebie Advice.
In your message, provide a free sample of your service. "When I
visit your Web site, I find the text very difficult to read
because of the dark background. I think you would get much
better response from your Web site visitors if you used a
lighter background. Regards." And of course, your signature
block, indicating that you provide Web site evaluation service
is automatically included at the bottom of your message.
Would you consider the above message to be spam? I don't think
so. In fact, if you were smart, you would realize that you have
just received a small sample of the senders service for free!
5. Ask Permission to Send Information.
Using this method, you do NOT include your signature block. For
example: "May I send you information about my search engine
optimization service? Thank you."
Would you consider this message to be spam? The message is just
too darn courteous to warrant reporting it as spam. Most people
will probably reply with the message "no, thank you". But a few
people who are interested in purchasing search engine
optimization service will reply "yes, thank you."
Improperly sending mass unsolicited email messages will result
in big problems for you. But there is a safe way to send a small
number of friendly email messages to solicit customers. The
scenarios described above provide you with legitimate reasons to
send a personal message that just happens to automatically
include your signature block.
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