Tag: email marketers

Subtlety in Email Marketing: Golden!

Easily misconstrued

Consistently, everyday users of the Web receive tons of emails telling them to buy certain products or visit particular websites; and while these emails arrive in the inboxes of unsuspecting Web users each and every day, most of them devote very little attention to such emails. The reason for such inattention is that emails which can be construed as, or simply are, blatant advertisements have often been viewed as spam and will continue to be viewed as spam until email marketers and the businesses that send them clean up their act.

Let’s face it, most users of the Web have very little tolerance for spam; and for good reason, given that spam has been outlawed (See CAN-SPAM Act), and spammers have therefore developed the most sinister of reputations when compared to any other Web-based entities, except scammers (those who actually set out to engage in outright theft). Reactions to spam tend to range from simply ignoring the emails and having spammy email addresses blocked to reporting those emails to their Internet service providers for further investigation.

We realize that many Web marketers have difficulty keeping their email marketing subtle, and therefore run the risk of being mistaken for spam; so in this article we will provide what we hope will be some useful information on how email marketing can be kept subtle so as to avoid it being viewed as spam. But more importantly, we want to provide enough thought-provoking points, aspects and norms associated with email marketing to help you formulate some of your own ideas that will ultimately keep you clear of suspicion in your own email marketing efforts.

High quality content

One of the most important criteria for ensuring that your email marketing is subtle and therefore not be viewed as spam, is to provide content which can be viewed as valuable or of high quality to subscribers and recipients of your emails. This may include insightful articles, interesting quizzes or other useful facts which members of your target audience are likely to find useful. When email recipients realize an email they received is offering them something worthwhile, such as knowledge or information about a particular niche subject, they are much more likely to spend some time reviewing the email since they will not likely consider it spam.

In addition to using the creation of this copy to convince recipients that the email is not spam, the marketers and business owners can also take advantage of the copy by providing subtle advertising which may include product references in the articles or links to your website throughout the email.

Keep ad & link density low

While providing such links and product references it is important to avoid packing each paragraph with such instances of product references and links, which obviously defeats the purpose. Think in terms of keyword density and the avoidance of packing a website article with keywords to attract search engines, but end up having the reverse effect. Same applies to link density and readers.

Avoiding language which makes outrageous claims can also help to keep advertising quite subtle, as using superlatives and describing the greatness of specific products will likely be viewed as blatant advertising. When this happens, it is unlikely that website owners, readers and subscribers will believe there is validity in anything contained within the emails because they will deem the entire email to be simply one big advertisement for your products or services.

Using the third-party technique

Another way to keep advertising subtle when running an email marketing campaign is to only send your email to those who are likely to be extremely interested in your products and services. This is important because when email recipients receive an email which does not reflect their interests at all, they are not likely to take the email serious and may view the email as a blatant and unwanted advertisement.

However, when the email is only sent to those who share a common interest, the message seems more personalized, in which case the email recipients are not likely to view every product reference as a blatant advertisement and understand there is sometimes a need to mention products or services.

Keep in mind that email marketing remains subtle when the content of a message is written as though it is not coming directly from the business owner. In other words, the copy may speak about products and services as though they are being offered by a third party. This technique makes the advertising seem more subtle because it does not appear to be coming directly from the Web marketer or business owner.

This approach is one of the most effective in the sense that the sender does not give his/her recipients the impression that s/he is selling them something; and you know how people hate to be sold… anything. So it may be a good idea to learn the third-person technique, practice it, and use it in your email marketing campaigns.

In conclusion…

Finally I will leave you with the idea that you, the business owner, can help to ensure your email marketing effortsensure your email marketing efforts are not viewed as blatant advertisements (or spam) by keeping references to your own website to an absolute minimum. Most Web users often view links from one website to another strictly as an advertisement, and it is for this reason that most business owners who are marketing via an email campaign may find it worthwhile to keep links to a minimum and carefully weave these links into the most quite benign copy.

The links should be provided as though they were only included to provide readers and subscribers with an opportunity to learn more about the products and not being included as a way to encourage them to purchase any products. It might also be worthwhile to consider hiring a writer with this type of experience and expertise to ensure that your copy conveys the desired message and has the desired effect on your email subscribers and other such recipients.

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Build Your Subscriber List Quick and Easy

Woman in a neon triangle

Subscriber List: A thing of value

It would be quite understandable if you have looked at the title of this post and muttered to yourself something along the line of, this guy (meaning me, the writer) is crazy, there’s no such thing as “quick and easy” when building a subscriber list. You might express even more disbelief if you had started a subscriber list that did not work out as well as you had expected. So if this sounds familiar I’d ask that you don’t click away yet, and don’t give up on building your subscriber list yet either, because we may be able to help each other.

Of course, I’m assuming that a subscriber list is something you still value and would like to have; and if that is true then let me suggest that you make a fresh start by utilizing the suggestions outlined further down this page; but before we proceed it might be helpful to share some of our previous efforts to build a subscriber list, because it is important to recognize and separate methods that failed from those that work so we can avoid the former and utilize the latter.

If you’re like I was I discovered the subscriber list-building methods that really work, you probably have read countless articles and success stories of people creating small fortunes with subscriber lists and sought expert advice on how to create a subscriber list of your own. Then when you thought you knew everything there is to know about building subscriber lists and have followed their advice to the letter and still weren’t able to create a list you can make a profit with, you became upset and this led to disappointment and, ultimately surrender; and you stopped trying.

Proper research

Then you decided to invest your money in a different way by hiring professional email marketers, subscriber list builders and content writers to help you out, but quickly realized that the expenses you incurred, when compared to the very small percentage of your subscribers who actually bought anything from you, it was clear that you were still in an unprofitable position; especially after seeing the statistics and sales figures yielded by campaigns you launched with the help of those so-called professionals.

So you asked yourself, what could have gone wrong? Why have others succeeded where you have failed? Could it have been that you committed the common mistake of launching email marketing campaigns without the proper research? Or that you chose a topic you thought to be quite popular but it turned out not to be the case? One lesson which is learned from proper research is that list subscribers do not buy a product or service instantly simply based on their subscriber status or because the email marketer (you or I) sent them offers.

I’ve learned that the first and most important step you can take in order to build a profitable subscriber list is to get your potential customers to know, like and trust you after which they are more likely to take a chance on your products; because let’s face it, just launching an subscriber list would not make you an expert and a believable seller. You have to put some acquaintance work into the process by publishing a number of articles on your chosen topic, presumeably the subject you know best and feel most passionate about.

Consistency

If your chosen topic is not the one you know most about, then change it and write about the topic you know well, and make sure your overal website theme is based on the same topic so that your articles, blog posts and website theme conform to the same topic. This is known as consistency and it is the one element that helps to establish expertise and create trust between a website publisher and audience more than any other.

In addition to consistency of topic in your articles and website theme, it is certainly helpful to gain some knowledge about your website visitors; because knowing a little about their preferences, likes and dislikes will help you to create the kind of content that will more likely win them over. You can gain this insight by asking your visitors to complete a brief survey from time to time, or even at the end of each article or blog post you publish.

Similar information can be obtained through forums, in the sense that these sites allow you to provide expert advice as it pertains to the topic of your expertise. This is another instance in which the results will not come instantaneously, but rather in time as your participation is recognized as helpful, valuable and – in some cases – indispensable to other forum participants. The expert advice and opinions you provide at these forums should be as forthright and factual as those you provide in your blog posts and, as a result, forum members will follow you to your site and may end up being part of your customer base.

Highlighting value

At the point you feel that people trust you, you will then be able to start your own subscriber list which could consist of subscribers from various sources; and after that you can build a customer base from these same sources which could end up consisting of website visitors, forum participants, survey responders and even your own friends, who can usually be good customers once you let them know about your website. just email them a link to your site so that they will be able to see what your business is all about. It is important to understand that the money will only come in when consumers and subscribers know, like and trust you.

As for your product or service it is important to know and understand that most people looking to lay out their money to buy something is no different to you and I; they want a product or service that they believe will be a good exchange for their money. They are simply not going to buy something on your recommendation if they don’t know and trust you, but they also will not buy an item if it is not worth the money, so you need to find a product or service that people want and need.

You don’t have to be the product maker as long as you have researched and learned about it well and have determined that it is of high value. Invest your time, effort and money to learn what you can sell to the satisfaction of your customer and subscriber base, thereby keeping them happy and you in their good graces. Even if it is a product you don’t want (you don’t necessarily have to like it either), it may well be something your customers need, so do your research well and you would see the results can be very positive (and profitable). It often helps to provide your subscribers with promotional material that they could actually use and spread around, so a free ebook can get generate a lot of interest and positive results.

A profitable subscriber list

By now you’ve probably heard about the joint venture (JV) whereby subscriber list owners cross sell each other’s lists. This technique works only after you have built your own subscriber list; but it might be quite helpful to make friends with other subscriber list owners anyway. This can be most beneficial, especially if it is someone who has already launched a successful subscriber list and have the experience in this venture. Because – as they say – experience is still the best teacher. While there are many articles available on the Web for you to read and learn from, there is nothing like getting a first hand account from someone you trust, so if you’re going to pursue a joint venture it helps to know (and probably like) the other marketer as well.

Experienced subscriber list owners as joint venture partners will make sure you know what to do and what not to do since they also value their lists that they will be entrusting to you (your product and/or service) and therefore must make sure that you do nothing to tarnish their reputation with their subscribers. So while different situations occur for different people, the general concept can still be very helpful to you and them. There are many things to avoid and it is in the interest of your joint venture partners to tell you which ones are most critical.

Building a profitable subscriber list don’t just happen overnight. There is much preparation and effort involved in the process; and since a subscriber list should be built from scratch you will do well to diligently maintain the quality of your list as it grows; keep it organized, manageable and even if you have to get or hire help just make sure that your subscribers are happy and satisfied, and they will be willing to buy from you continuously.

Just for the record, “quick” as used in the title of thisd post is a relative term, so think of it in the context of a subscriber list that serves your purposes (profitable, well-maintained and consisting of list members who know, like and trust you, as opposed to continued failure and disappointing efforts which could go on forever. Hope this helps… Good luck!