We're getting
"back to basics" -- the basics of direct email marketing
AND email lists. This is a lesson you'll really be able
to put into practice!
What you're about to learn will save you time, money, and
frustration. So read carefully. The time you spend today
will pay off for years to come and it will put you ahead
of most marketers out there.
Unsafe
Email Marketing
Unsafe email marketing is a method many people foolishly
try, thinking it will yield big money fast. When you send
an unsolicited email to someone -- when you invite
yourself into someone's emailbox without invitation or permission
-- that's called SPAM.
If the people receiving your messages have no interest in
your offer, or they simply don't know you and don't want
to know you, chances are they're tossing your message into
the trash bin and you're tossing your marketing dollars
down the toilet. Sending spam -- and that's exactly how
your unsolicited message will be reviewed, regardless of
the value of your offer -- gives your business a black eye
and damages your reputation...and the "kicker" is: it
doesn't' improve business!
Email on
steroids - Bulking up is bad
Conducting a marketing campaign using bulk email
will manifest the same results as spam.
You may have seen ads that say, "1000000 email addresses
for only $29.95." Don't fall for that. You're only going
to get spam complaints and your ISP connection may be shut
down!
The reason for this is that most all of the bulk mail lists
you see being advertised online are nothing but a list of
email addresses that have been harvested from websites all
over the Internet. These addresses and are then sold again
and again as "targeted" bulk email.
Warning: The only "target" here is your money! You
must stay away from these bulk lists. They're a waste.
Remember that a list that's advertised as "Targeted" is
probably not accurate, reliable or safe.
If you were marketing a revolutionary new gardening tool,
would you send 10000 direct mail pieces to names randomly
snatched from the phonebook?
Or ...
Would it be wiser to send your offer a mailing list of people
who have recently purchased gardening tools and products
through mail order?
Bullseye
not bull
No legitimate businessperson would ever send thousands of
emails to random people culled from the Internet. Bulk mailing
is unprofessional and makes you look bad.
Bulk mailing can make your bottom line look bad, too. You
want to do more than hit your target, you want to hit a
bullseye on that target. Bulk lists aren't the answer. When
you do a direct email or direct mail campaign to a respectable
rental list, if the people on the list have never heard
of you before (called a cold list), statistically,
you're likely to get a .005% response or less.
Does this mean that email campaigns are doomed before they
start? No at all. As long as you use emails that are safe,
you won't be sorry.
So keep your eyes peeled for your next lesson -- the
safe way to Email
That's it for Lesson #8, to proceed with Lesson #9
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