How to Get Permission & Avoid Being Spam

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<ul><li> 1. How to Get Permission and Avoid Being Spam Jill Bastian Training and Education Manager </li> <li> 2. Agenda <ul><li>A little about email delivery </li></ul><ul><li>The CAN SPAM law </li></ul><ul><li>List building the right way </li></ul><ul><li>Email tips </li></ul>Page | VerticalResponse, Inc. </li> <li> 3. The Email Gates - How mail is delivered. <ul><li>Gate #1 - The ISP </li></ul><ul><li><ul><li>AOL, Yahoo,Comcast etc. </li></ul></li></ul><ul><li>Gate #2 - The Corporate Domain </li></ul><ul><li><ul><li>,,, etc. </li></ul></li></ul><ul><li>Gate #3 - The Recipients Inbox </li></ul><ul><li><ul><li>Spam folders and filters </li></ul></li></ul>Page | VerticalResponse, Inc. </li> <li> 4. How Email is Delivered <ul><li>Gate #1 - The ISP </li></ul><ul><li><ul><li>Yahoo, Comcast, AOL, etc. </li></ul></li></ul><ul><li><ul><li>Avoid Complaints </li></ul></li></ul><ul><li><ul><li>Keep your list clean </li></ul></li></ul><ul><li><ul><li>Get Whitelisted! </li></ul></li></ul>Page | VerticalResponse, Inc. </li> <li> 5. How Email is Delivered <ul><li>Gate #2 - The Corporate Domain </li></ul><ul><li><ul><li>In-house spam filters. </li></ul></li></ul><ul><li><ul><li>Outsourced blacklists. </li></ul></li></ul><ul><li><ul><li>Same rules as with ISPs - Avoid Complaints! </li></ul></li></ul>Page | VerticalResponse, Inc. </li> <li> 6. How Email is Delivered <ul><li>Gate #3 - The Recipients Inbox </li></ul><ul><li><ul><li>Use Proper HTML </li></ul></li></ul><ul><li><ul><li>Avoid SPAM words/tricks </li></ul></li></ul><ul><li><ul><li>Get into the Address Book </li></ul></li></ul><ul><li><ul><li>Stay Relevant </li></ul></li></ul><ul><li><ul><li>As always, avoid complaints! </li></ul></li></ul>Page | VerticalResponse, Inc. </li> <li> 7. What is CAN SPAM <ul><li>CAN SPAM is a law that was passed in 2003 to try to help stop spam in the US. </li></ul><ul><li>The acronym stands for: C ontrolling the A ssault of N on- S olicited P ornography A nd M arketing Act of 2003 </li></ul>Page | VerticalResponse, Inc. </li> <li> 8. What is CAN-SPAM? <ul><li>Bans False header information </li></ul><ul><li><ul><li>Domain name must be accurate </li></ul></li></ul><ul><li><ul><li>Email address from the actual sender </li></ul></li></ul><ul><li><ul><li>From label - Must be "From" who the recipient has the relationship with </li></ul></li></ul><ul><li>Bans deceptive subject lines - must relate to the content </li></ul>Page | VerticalResponse, Inc. </li> <li> 9. What is CAN-SPAM? <ul><li>Requires working opt-out method. </li></ul><ul><li><ul><li>Must remove address within 10 days. </li></ul></li></ul><ul><li><ul><li>Opt-out method must be active for 30 days. </li></ul></li></ul><ul><li>Requires the sender postal address. </li></ul><ul><li>Non-compliance could subject you to fines. </li></ul>Page | VerticalResponse, Inc. </li> <li> 10. VerticalResponse Anti-Spam Policy <ul><li>No purchased, rented, harvested or otherwise third party mailing lists. </li></ul><ul><li>Clients can only mail to people who have specifically requested info from or about their company. </li></ul><ul><li>Good - Opt-in Form on website, Customers, sign-up at a tradeshow booth, request email over the phone. </li></ul><ul><li>Bad or Questionable - Contact Us form on website, tradeshow attendee list, list provided by an affiliate or partner, purchased / rented / borrowed list. </li></ul>Page | VerticalResponse, Inc. </li> <li> 11. Build and Keep a Great Reputation <ul><li>Your list should be Opt-in, not Opt-out </li></ul><ul><li>Send email regularly, at least once per month </li></ul><ul><li>Brand your emails properly </li></ul><ul><li>Keep your list clean </li></ul><ul><li>Keep your emails relevant </li></ul>Page | VerticalResponse, Inc. </li> <li> 12. Building Your Mailing List <ul><li>Quality Lists are NOT built in a Day! </li></ul><ul><li><ul><li><ul><li>Leverage existing network </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Customers past/current </li></ul></li></ul></li></ul><ul><li>Build &amp; Grow </li></ul><ul><li><ul><li>Sign up form on Website/Blog </li></ul></li></ul><ul><li><ul><li>Add Sign Up form to your Facebook Fan Page </li></ul></li></ul><ul><li><ul><li>Forward to a Friend Link in emails </li></ul></li></ul><ul><li>Give Then What You Promised </li></ul><ul><li>Relevant content </li></ul><ul><li>Frequency at least once a month </li></ul><ul><li>No purchased or rented lists </li></ul><ul><li>Constant process </li></ul>Page | VerticalResponse, Inc. </li> <li> 13. Online Methods <ul><li><ul><li>Facebook Post a newsletter opt-in form on your Facebook Fan Page </li></ul></li></ul><ul><li>Twitter Tweet to your followers to join your list, offer email only deals </li></ul><ul><li><ul><li>Post Your Subject Line with a link to the hosted version of your email </li></ul></li></ul>Page | VerticalResponse, Inc. </li> <li> 14. Offline Methods <ul><li><ul><li><ul><li>Tradeshows - Scan badges and collect business cards </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li> Traditional Mediums - Direct mail, print and radio </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Brick &amp; Mortar Options - Kiosk in your retail location, newsletter subscription during checkout or the fishbowl technique. </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Customer Support - Get an email address for customers and prospects contacting your business via phone / email. </li></ul></li></ul></li></ul>Page | VerticalResponse, Inc. </li> <li> 15. Things to Avoid in An Email <ul><li>Avoid Spam techniques in the subject line Free FREE F*R*E*E Dont abuse punctuation!!! No Excessive CAPITALIZATION </li></ul><ul><li>Avoid Dirty Words in subject line and body of email </li></ul><ul><li><ul><li>Like Oprah, Free, any kind of medication, pornography, Work From Home </li></ul></li></ul><ul><li>Keep HTML clean Close all tags </li></ul><ul><li><ul><li>Use tags </li></ul></li></ul><ul><li>Make sure your email is a balance of text and images Single image emails go to spam </li></ul><ul><li>Know where your links go Always link to reputable sites </li></ul>Page | VerticalResponse, Inc. </li> <li> 16. Resources &amp; Links - Visit the VR Lounge ! <ul><li>How to Do Everything </li></ul><ul><li><ul><li> </li></ul></li></ul><ul><li>VR Marketing Lounge </li></ul><ul><li><ul><li> </li></ul></li></ul><ul><li>VR Marketing Blog List Building </li></ul><ul><li><ul><li> </li></ul></li></ul></li> <li> 17. Q &amp; A </li> </ul>