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Bulk Email Handbook
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Do's and Don'ts of Bulk Email
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Email Marketing Strategies Revealed
THE BULK eMAIL HANDBOOK
Before you begin sending out Bulk Email to
millions of people, we suggest
you read through
this entire Bulk Email Handbook
for...
How to Make a Fortune With Bulk
Email
Advancements in Internet software
in the
last 3 years have made bulk email
an incredibly
powerful way to distribute information
to
millions of people around the
world. Unlike
traditional print advertising,
email can
reside on a person's computer
long after
it is read. Every possible detail
about a
product or service can be included
in an
email message. An email advertisement
can
take the form of a four-line
message with
a brief description, or it can
be a 2,000-word
document that describes the product's
size,
shape, features, instructions,
etc. There
is no limit to how much information
can be
included in an email message.
Understanding
this is the key to the success
of email as
a marketing tool.
Finding A Product
You can sell just about anything
on the Internet.
But, what sells best on the Internet?
Extremely
high value products like cars
or jewelry
may not be the perfect items
since they generally
require personal inspection.
However, commodity
items such as clothing, music,
cleaning supplies,
and food are good since the customer
is already
familiar with the product. The
key to marketing
commodity items is through competitive
pricing.
The rest does not matter since
the customer
knows the product.
New products or novelties, such
as a tool
or gadget, are even better products
to market
by email. Any product that is
new and has
to be explained is best marketed
through
email. You've probably seen the
late night
infomercials selling all kinds
of great new
devices to make our life easier.
Infomercial
products need the airtime to
really familiarize
the customer with the product.
By the end
of the infomercial, the customer
will have
seen the product in use, will
understand
why it should be purchased, and
will hear
testimonials from people who
use the product
and like it. This can also be
done with bulk
email very effectively. Bulk
email advertising
allows highly detailed descriptions
to reach
the customer. Bulk email can
describe far
more about a product than a newspaper
or
magazine ad. The best thing about
selling
novelty products through bulk
email is that
the pricing is more arbitrary.
You can charge
more for these products since
they are unique.
The third and best product to
sell on the
Internet is information. With
commodity products
and novelties a supplier must
be found, an
inventory must be kept, and orders
must be
mailed. An information product
can consist
of a single email message containing
reports,
plans, or any other written material.
The
beauty is that this material
can be delivered
to the recipient via email at
no additional
time or cost. Information products
have an
unlimited value potential. The
cost of the
product is determined only by
what the customer
is willing to pay for the information.
You
can write you own reports or
purchase them
from another author. Either way
you will
eliminate the need for inventory
or product
shipping.
An alternative tactic is to become
a bulk
emailer for other companies.
In this case,
you simply act as the advertising
agent and
collect a fee for this service.
There are
many companies that have great
products they
are selling through mail order,
but have
no idea how to market on the
Internet. You
can easily find mail order companies
willing
to pay for your services since
they are used
to the high cost of print advertising.
You
can offer two services. First,
you can offer
placement of a 100-word ad in
a group of
ads sent to 50,000 prospects.
If you charge
$100 for each 100-word ad and
you find ten
advertisers you will make $1,000
for sending
out one bulk email. Second, you
can charge
a premium if you send out each
advertisement
as an individual bulk email campaign.
This
will allow the advertiser more
words to describe
the product offered and will
increase the
response rate dramatically. Both
techniques
are a great way to make extra
money using
your existing address lists,
but remember
that even bigger money is made
selling your
own products online.
How To Write a Killer Sales Letter
You may have experience placing
a small ad
in a newspaper or magazine. You
may remember
having to fit what you were trying
to say
into 20 words or less. You never
have to
count words or worry about cost
per line
with bulk email marketing. You
can be as
verbose as you like as long as
you keep the
potential customer's interest.
The first words of your message
should hook
your customer enough so they
read on for
at least a few more sentences.
In these first
few lines you must capture the
reader's attention.
A good way is to include factual,
historical,
legal, or humorous content so
the reader
has a sense of curiosity. Don't
be afraid
to be overly informative. It
could be the
only reason the potential customer
continues
to read. At some point you should
introduce
your product and tie it to the
opening paragraph
if possible.
Arrange the sentence structure
so it flows
smoothly. Limit the length of
the paragraphs
to no more than four sentences.
A page of
long, dense text will scare a
potential customer
away. Title your paragraphs whenever
possible
to drill your point across. Describe
your
product as something unique or
different.
Tell how it is different. Explain
why the
customer needs your product and
why they
should buy it from you. Be specific
in extolling
the value of the products. Give
the customer
a sense of urgency. Make him
feel as though
now is the best time to buy your
product.
You may indicate that supplies
of your product
are limited or available for
a specific time
only. Don't be afraid to repeat
information
in the letter. Repetition is
a key for effective
sales letter communication. Make
sure that
your sales letter is free from
spelling and
major grammar errors. Write it
as though
you were describing a product
to a friend.
Finally, ask for the order at
the end of
the letter. Emphasize the benefits
of your
product one last time and then
tell the customer
how he can order. A simple order
form on
the email message is a good idea.
The customer
can then print out the form and
mail it to
you. If you want to accept checks,
include
the name the check must be made
out to. If
you accept credit cards, include
the information
required to process the credit
card order.
Often this includes the person's
address
the credit card bill is sent
to, the card
number, and expiration date.
An even better way to handle
the ordering
process is to create a web page
that contains
the same sales information as
the sales letter,
and include an order form for
credit card
orders that use CGI scripting.
Most Web page
design companies can write a
simple script
to change the entered form data
into an email
message that gets sent to you.
The cost of
setting up a form page with a
CGI script
is generally under $100. Security
is always
a worry among customers on the
Internet.
You may want to invest in a secure
order
form page or locate a third party
payment
processor that will supply a
secure order
page. Regardless of how you process
your
orders, you can use a web page
by placing
a link to its URL in your bulk
email sales
letter. Linking to your order
page is a very
powerful feature of today's web
browsers.
It eliminates the need for people
to print
out an order form, affix postage,
and mail
it to a snail mail address. (Of
course, you
can always preserve that option)
It also
eliminates the need for telephone
ordering.
Having to pay a company to answer
phone calls
and take orders is very expensive
and no
more secure than email. In the
end, you should
make it easy for someone reading
your sales
letter to place an order
How to Use Web Browsers &
HTML To Increase
Your Sales
We have already mentioned that
a link in
a sales letter to an order page
is a powerful
way to pull sales quickly. Some
may criticize
our assumption that every Internet
user has
a graphical web browser with
integrated email.
But it is important to realize
that a large
proportion of new Internet users
have far
better tools to read email than
in the past.
Email is no longer retrieved
by primitive
computers running VT100 emulators.
Graphical
interfaces have replaced the
old command
line readers forever, and have
greatly improved
interactive marketing via email.
Netscape's
Navigator and Microsoft Internet
Explorer
are two very popular Web browsers
with integrated
mail readers. The future of interactive
marketing
through email lies with mail
readers that
are integrated with web access.
The next
paragraph explains why.
New web browsers like Netscape
Communicator
support HTML for both Newsgroup
posting and
email. Why is it important to
be able to
use HTML tags in an email? Because
email
will follow the same evolution
as the WWW.
In the beginning, Web pages were
simple and
dull, but soon used graphics,
CGI, Shockwave,
and Java to make interaction
easier. Email
with links, tables, color, blink,
and anchors
will engage potential customers
much more
than today's plain text messages.
The goal
is to experiment using a simple
HTML editor
like Netscape Composer or Navigator
Gold
and develop messages that look
more and more
like interactive web pages. Experimenting
now with Interactive email will
make it easier
for customers to place orders
and will give
you an edge on your competition.
Why You Should Use Alot of Links
If you are not yet ready to compose
complex
HTML email messages, you can
still use links
as an efficient replacement for
autoresponders,
fax on demand, and other unnecessary
marketing
techniques. Links contained within
email
messages are one of the most
powerful features
of integrating the mail reader
into the browser.
You can allow a customer instant
access to
your web page, online order form,
or a multi-lingual
version of your sales letter.
You can link
to pictures, ftp download sites
or other
areas on the Internet. Most web
browsers,
like Netscape Navigator, recognize
the "http"
in an email message and automatically
turn
it into a link to that URL. We
promise, this
tactic increases sales.
How To Collect Email Addresses
from The Internet
The most important resource you
will need
to be successful as a bulk email
marketer
is an accurate list of potential
customer
email addresses. You can buy
lists from list
brokers and other bulk email
companies. Some
offer very inexpensive lists
of opportunity
seekers, hobbyists, computer
consumers, etc..
However, you never know how old
these lists
are and how accurate the mail
addresses are.
People tend to change their mail
address
more frequently than their home
address.
This might be seen as a challenge
for the
bulk email industry. Although
we feel this
is good, because it allows equal
opportunity
for you to build a list a fresh
addresses
each month. There are millions
of people
who are gaining access to the
Internet each
month through their own account
or sharing
an account with someone else.
This means
there will always be new users
out there
getting onto the Internet for
the first time.
With the Bulk Email software
included with
our package, you will be able
to extract
millions of these fresh targeted
email addresses
from thousands of different categories.
Fulfillment of Orders
After you have sent out a bulk
email campaign,
you can expect responses within
hours. If
you are fulfilling orders and
shipping your
product, you must make sure that
you have
a sufficient inventory. A bulk
email campaign
to 100,000 recipients could produce
hundreds
of orders in a short amount of
time. If you
have a credit card merchant account,
you
may verify the card before you
ship the product,
but it is good policy to wait
until the product
ships before billing the card.
If your product is a service,
such as a resume
writing service, or web page
design service,
make sure that the work is done
in a timely
manner. If you cannot accept
more orders
due to inventory shortage, make
sure that
you promptly return a message
indicating
a delay. Generally you should
send your product
or begin working for the customer
within
48 hours of receiving an order.
Your first bulk email campaign
will be all
the experience you need to start
making money.
In time you can experiment with
different
sales letter techniques or products
to see
what works best for you. Remember,
it is
important to stay organized and
schedule
your campaigns the same way you
would place
an advertisement in a paper or
magazine.
Reinvest your profits in things
that will
help your bulk email business,
such as new
software or faster computers.
Keep a record
of all of your orders that you
receive by
snail mail and email for tax
purposes. If
your computer skills are lacking
in certain
areas consider bringing a partner
into business
with you. Sharing responsibility
in a partnership
can be very rewarding and efficient.
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