|
Preface |
2 |
|
|
Volume 1 - Instruction |
8 |
|
|
1. Introduction to E-Mail Marketing |
8 |
|
|
|
The Power of an E-Mail Newsletter |
10 |
|
|
The Law of Push and Pull |
11 |
|
2. Developing a Permission-Based Mindset |
12 |
|
|
|
Opt-in and Opt-Out |
12 |
|
|
Confirmed Opt-in or Double Opt-in |
13 |
|
|
Can Permission Be Transferred? |
14 |
|
3. Creating an E-Mail Newsletter |
16 |
|
|
|
My Personal Experience |
16 |
|
|
E-zine Content |
17 |
|
|
Free Content Sources |
17 |
|
|
How Long Should an E-Zine Be? |
18 |
|
|
Teasers or Full Articles? |
18 |
|
|
Make Your Articles Work Hard for You |
18 |
|
4. Formatting E-Mail Messages |
20 |
|
|
|
Pros and Cons of Text E-Mails |
20 |
|
|
Pros and Cons of HTML E-Mails |
20 |
|
|
A Solution to the Text/HTML Dilemma |
21 |
|
|
How to Format HTML E-Mails |
22 |
|
|
How to Format Text E-Mails |
22 |
|
|
HTML E-Mail Fine Points |
24 |
|
|
Optimal Body Text Size and Font |
25 |
|
5. Increasing Subscribers to Your House List |
30 |
|
|
|
Offer a Compelling Reason |
30 |
|
|
Provide a Prominent Sign-Up Form on Every Webpage |
30 |
|
|
Use a Pop-Up Box |
31 |
|
|
Ask for Minimal Information |
32 |
|
|
Address Privacy Concerns |
33 |
|
|
Provide an Incentive |
34 |
|
|
Viral Techniques |
34 |
|
|
Barter Advertising |
34 |
|
|
Co-Registration |
34 |
|
6. Personalizing, Tracking, Segmenting, and Testing |
37 |
|
|
|
Personalizing E-Mails |
37 |
|
|
How Tracking Codes Are Included in E-Mails |
38 |
|
|
E-Mail Database 101 |
39 |
|
|
Tracking Click-Throughs |
40 |
|
|
Recording Track-Points and Sales |
40 |
|
|
Segmenting Your List Based on Customer History |
41 |
|
|
Dynamic Message Assembly |
41 |
|
|
A/B Split Testing |
43 |
|
7. Using Autoresponders |
45 |
|
|
|
Six 'til It Sticks |
45 |
|
|
Relationship Building |
45 |
|
|
Collecting Information |
46 |
|
|
Writing the Autoresponder Sequence |
46 |
|
|
Resources on Writing Autoresponder Scripts |
47 |
|
|
Using Autoresponders for Training |
47 |
|
|
Autoresponder Software |
49 |
|
8. Getting Your E-Mail Delivered |
51 |
|
|
|
Types of Spam Filters |
51 |
|
|
Popularity of Spam Filters |
52 |
|
|
Word Trigger Systems |
54 |
|
|
Collaborative Network Systems |
59 |
|
|
Whitelists and Sender Certification |
60 |
|
|
Blacklists and Blocklists |
61 |
|
|
SPF Records |
62 |
|
|
Tracking Inbox Delivery |
63 |
|
|
Resolving Deliverability Problems through Relationships |
64 |
|
|
22 Ways to Increase Deliverability |
65 |
|
9. Selecting an E-Mail Marketing Program |
70 |
|
|
|
Types of E-Mail Software |
70 |
|
|
Simplicity vs. Sophistication |
71 |
|
|
Subscription Management Features |
72 |
|
|
Bounce Management Features |
73 |
|
|
User Administration Features |
73 |
|
|
Database Flexibility |
74 |
|
|
Database Tracking Features |
74 |
|
|
Data Segmentation, Conditional Messages, and SQL Commands |
75 |
|
|
E-Mail Headers |
77 |
|
|
E-Mail Formatting Features |
77 |
|
|
Miscellaneous Tools |
78 |
|
|
Autoresponder Functions |
78 |
|
|
Sending Features |
79 |
|
|
Deliverability |
81 |
|
|
Spam Law Compliance |
82 |
|
|
Summary Reporting |
82 |
|
|
Customer Service |
83 |
|
|
Hosting Infrastructure |
83 |
|
|
Integration |
84 |
|
|
Fee Structures |
84 |
|
|
E-Mail Marketing Software Recommendations |
85 |
|
10. Writing E-Mail Promotional Copy |
88 |
|
|
|
The Importance of the Offer in E-Mail Marketing |
88 |
|
|
Examples of Internet Offers |
90 |
|
|
Writing Grabber E-Mail Subject Lines and Headlines |
92 |
|
|
Writing Effective 2-Line Ads |
95 |
|
|
A Word about Proofreading |
96 |
|
|
The Three Essential Creatives in an E-Mail Campaign |
96 |
|
|
Test, Test, Test |
97 |
|
11. Complying with Anti-Spam Laws |
98 |
|
|
|
The US CAN-SPAM Act of 2003 |
98 |
|
|
Australian Anti-Spam Laws |
102 |
|
|
European Anti-Spam Laws |
103 |
|
|
Canadian Anti-Spam Laws |
103 |
|
|
Why Use Opt-In Lists If Spam Is So Cheap? |
103 |
|
12. Renting an Opt-in List |
106 |
|
|
|
1. Define Your Objective |
106 |
|
|
2. Determine Your Target Recipient Demographic Profile |
107 |
|
|
3. Calculate Your ROI |
107 |
|
|
4. Engage a List Broker or List Manager to Secure a List |
107 |
|
|
Rate Cards |
110 |
|
|
5. Determine the Quality of the Lists |
110 |
|
|
6. Develop the E-Mail Creative |
111 |
|
|
7. Prepare and Test |
112 |
|
|
8. Design and Test Your Landing Page |
113 |
|
|
9. Send Out the E-Mail Blast |
114 |
|
|
10. Study Tracking Reports to Determine Effectiveness |
114 |
|
13. Comparing RSS Feeds with E-Mail Marketing |
115 |
|
|
|
What Can RSS Do for You? |
115 |
|
|
What Does an RSS Feed Consist of? |
115 |
|
|
What is a News Aggregator? |
116 |
|
|
How Prevalent is RSS? |
116 |
|
|
How Expensive Is It? |
116 |
|
|
Is E-Mail Marketing Dying? |
116 |
|
|
Setting Up an RSS Feed to Syndicate Your Headlines |
117 |
|
|
News Aggregators |
117 |
|
|
Various RSS Formats |
118 |
|
|
1. Create a Channel |
118 |
|
|
2. Upload the File |
119 |
|
|
3. Validate the XML |
119 |
|
|
4. Advertise Your RSS Feed |
119 |
|
|
5. Keep Your Feed Up-to-Date |
119 |
|
Appendix 1. Questionnaire for Prospective E-Mail Vendors |
121 |
|
|
|
About the Author |
126 |
|
|
Other Books by Dr. Wilson |
127 |
|
Volume 2. Appendices |
136 |
|
|
Appendix 2. E-Mail Marketing Software and Service Vendor Directory |
136 |
|
|
|
Categories of Vendors |
137 |
|
|
Countries of Vendors (outside the US) |
142 |
|
|
Vendor Contact Information and Summary |
146 |
|
Appendix 3. Detailed Descriptions of Responding Vendors |
247 |
|
|
|
1AutomationWiz.com (1AutomationWiz.Com) |
248 |
|
|
1ShoppingCart.com Automated Online Sales & Marketing System (1ShoppingCart.com) |
253 |
|
|
Accucast Accelerator v4 (ASP); Enterprise v4 (On premise) (Socketware, makers of Accucast) |
258 |
|
|
Achab Precision Messenger Professional (Achab srl) |
265 |
|
|
ActionMessage 6 (ActionMessage) |
271 |
|
|
AnthericaMail 1 (DigitalDIRECT Jamaica)† |
276 |
|
|
AutoFollowup 50124-1312 (Intelliscript) |
278 |
|
|
AWeber Email Newsletter & Follow up Autoresponders (AWeber Communications, Inc.) |
284 |
|
|
AY Mail 2 Professional Edition 2.4 (AY Software Corporation) |
290 |
|
|
BizConnector (MacMicro Inc) |
296 |
|
|
Blast Wizard 5 (Boomerang) |
302 |
|
|
BMail Pro 1.07 (Information Packaging) |
308 |
|
|
Broadc@st 4.5.4 (MailWorkZ) |
314 |
|
|
Bronto Email Marketing Solution (Bronto Software) |
319 |
|
|
Campaign Enterprise 9 (Arial Software) |
326 |
|
|
Campaigner (Got Corporation) |
331 |
|
|
CampaignerPro (GOT Corporation) |
338 |
|
|
Concep campaigner (Concep)† |
346 |
|
|
Constant Contact (Constant Contact) |
347 |
|
|
ContactMax 2.2 (Cutting Edge Computing) |
353 |
|
|
Convivio Email Marketing (Convivio, Inc.) |
359 |
|
|
CoolerEmail (CoolerEmail) |
366 |
|
|
DIY Email Manager (Melissa Norfolk Web Design) |
371 |
|
|
Dynamic Broadcaster 5.2 (Emailgarage.com) |
377 |
|
|
EmailBrain (EmailBrain) |
382 |
|
|
EmailLabs 4 (EmailLabs) |
388 |
|
|
EMailMaster (Webb Worlds Limited) |
394 |
|
|
emailROI V3.1 (eROI) |
399 |
|
|
EmailUnlimited 6.1 (4OfficeAutomation, Inc.) |
406 |
|
|
eMarketing Suite version 3.0 (eMS 3.0) 3 (BlueHornet Networks, Inc.) |
411 |
|
|
E-Messenger 2.1 (E-Village b.v.) |
418 |
|
|
eMill Enterprise (Active+ Software) |
424 |
|
|
eNewsletter Pro 4 (AdComplete.com, LLC) |
431 |
|
|
EXP Elite 1.0.105 (Cyber Samurai Marketing, Inc.) |
436 |
|
|
eXpress 7.2 (TargetX) |
441 |
|
|
Ezine Director 4 (Ezine Industries, Inc.) |
447 |
|
|
Follow Up Mailing List Processor 4.19 (SellWide Corp) |
453 |
|
|
Frontwire Workspace 3.1 (Frontwire Ltd) |
459 |
|
|
Gammadyne Mailer 25.2 (Gammadyne Corporation) |
465 |
|
|
GetResponse (Implix) |
470 |
|
|
GraphicMail (Quattro Internet Solutions Ltd.) |
479 |
|
|
GroupMail 5 (Infacta Ltd.) |
486 |
|
|
IntelliContact Pro 3 (Broadwick Corporation) |
491 |
|
|
IntelliMerge 4.5 (Intelli Innovations, Inc.) |
498 |
|
|
Inxmail Professional 3.2 (Inxmail GmbH) |
503 |
|
|
JangoMail (JangoMail) |
510 |
|
|
Listrak 3 (Listrak) |
517 |
|
|
LISTSERVr 14.4, LISTSERVr Maestro 2.0, ListPlexr hosting service (L-Soft) |
522 |
|
|
Lyris ListManager 8.8 (Net Atlantic, Inc.) |
531 |
|
|
Lyris ListManager 8.8 (Lyris Technologies) |
536 |
|
|
Maestro Ver. 4.3 (Komunik) |
543 |
|
|
Mail Them Pro 7.11 (Kadmy Inc) |
549 |
|
|
MailChimp v2.1 (MailChimp) |
555 |
|
|
MailEnable (MailEnable)† |
560 |
|
|
MailerMailer (MailerMailer LLC) |
561 |
|
|
Mailloop 6 (The Internet Marketing Center) |
567 |
|
|
Marketer 6 (Silverpop) |
573 |
|
|
MaxBulk Mailer 4.2 (Max Programming LLC) |
580 |
|
|
MyListManager vs6 (DiaMatrix) |
586 |
|
|
MyMailout (MyMailout)† |
592 |
|
|
NetNewsdesk.com 2.8.5 (NetNewsdesk.com) |
594 |
|
|
Networx Online (Networx Online) |
600 |
|
|
Newsletter Ease 2 (Newsletter Ease) |
606 |
|
|
nTarget 2.6 (nTarget) |
611 |
|
|
Online Marketing and Sales Solution 4 (Topica) |
617 |
|
|
Parabots Autoresponder System 2 (Internet Marketing Paradigm)† |
623 |
|
|
phplist 2.9.5 (Tincan Ltd) |
623 |
|
|
Postmaster Software v1.0.149 (Online Automation, Inc.) |
630 |
|
|
Publicaster (Blue Sky Factory, Inc)† |
635 |
|
|
QT-Pro autoresponders (International Resources Inc.) |
636 |
|
|
ReachMail 5.5 (Publishing Dynamics) |
643 |
|
|
Return Path Delivery Assurance na (Return Path) |
649 |
|
|
RobotReply Leads and Autoresponders (RobotReply Inc) |
654 |
|
|
Royal Responder Autoresponder Systems v3.0 (Royal Responder, Inc.) |
659 |
|
|
Sharedbase MLM (Sharedbase Ltd) |
666 |
|
|
Sign-Up.to 5 (Sign-Up.to) |
672 |
|
|
Sitekit CMS Verision 6.3 (Sitekit Solutions)† |
678 |
|
|
Sparklist List Hosting (Sparklist) |
678 |
|
|
Spd E-Letter 4 (PensaWorks) |
685 |
|
|
StormPost 2.5 (SKYLIST Email Solutions) |
690 |
|
|
StreamSend Email Marketing (EZ Publishing, Inc.) |
699 |
|
|
SubscriberMail (SubscriberMail) |
704 |
|
|
SwiftPage Email (SwiftPage Email) |
710 |
|
|
The EMarketing Center Software 1.0.58 (NTeSoft LLP) |
716 |
|
|
ThinData EMS 3 (ThinData Inc.) |
722 |
|
|
Track and Trace Pro (K.K. WebSoftTT Japan)† |
728 |
|
|
VeMail 4.1.10a (Vision 6) |
728 |
|
|
VerticalResponse 5 (VerticalResponse, Inc.) |
735 |
|
|
Virtual Touchstone (Manticore Technology) |
743 |
|
|
VisualME 5 (Visual Software Systems, Inc.)† |
750 |
|
|
WorldMerge 4.3 (ColoradoSoft Inc.) |
750 |
|
Appendix 4. User Likes and Dislikes |
757 |
|
|
|
123Response |
760 |
|
|
1-2-All |
760 |
|
|
1ShoppingCart |
760 |
|
|
303 Media |
763 |
|
|
ActionMessage |
765 |
|
|
AnthericaMail |
765 |
|
|
Auto Followup |
766 |
|
|
AWeber |
767 |
|
|
AY Mail |
772 |
|
|
Bigfoot Interactive |
773 |
|
|
BizConnector |
773 |
|
|
eMarketing Suite (eMS) |
773 |
|
|
IonMai |
774 |
|
|
Benchmarkemail.com |
774 |
|
|
Boomerang BlastWizard |
775 |
|
|
Bravenet Mailing List |
775 |
|
|
Brezosoft KMailer |
776 |
|
|
Bulk Email Mailer |
778 |
|
|
Campaign Enterprise |
779 |
|
|
Campaigner |
780 |
|
|
CheetahMail |
782 |
|
|
clic2mail (uk) |
783 |
|
|
Click-N-Drop |
783 |
|
|
Constant Contact (free version) |
783 |
|
|
Constant Contact (paid version) |
786 |
|
|
Contacter Plus |
800 |
|
|
CoolerEmail |
801 |
|
|
Courier Email Program for Windows |
801 |
|
|
csNewsletter |
801 |
|
|
Custom Programmed |
801 |
|
|
Databack |
807 |
|
|
AnthericaMail |
808 |
|
|
DIY Email Manager |
808 |
|
|
DARTmail |
809 |
|
|
DreamHost's Announcement List |
809 |
|
|
Easy Mass Mailer |
810 |
|
|
ecompal.com |
810 |
|
|
Eloqua Prospector |
810 |
|
|
EmailAces |
810 |
|
|
EmailLabs |
811 |
|
|
EmailUnlimited |
811 |
|
|
e-marketing |
812 |
|
|
ennectMail |
812 |
|
|
Explorer |
814 |
|
|
eyepin |
814 |
|
|
EZezine.com |
814 |
|
|
Ezine Director |
815 |
|
|
Follow Up Mailing List Processor |
815 |
|
|
Frontwire |
816 |
|
|
Gammadyne Mailer |
816 |
|
|
gee! Mail Wizard |
818 |
|
|
GetResponse |
819 |
|
|
Godaddy Express Email Marketing |
821 |
|
|
GoldMine |
821 |
|
|
GraphicMail |
821 |
|
|
EmailNow |
822 |
|
|
E-Zines Plus |
823 |
|
|
GroupMail |
823 |
|
|
High Impact eMail |
827 |
|
|
Homecaster |
827 |
|
|
Homestead |
827 |
|
|
imakeNews (IMN) |
827 |
|
|
IntelliContact Pro |
828 |
|
|
IntelliMailer |
836 |
|
|
Inxmail |
836 |
|
|
ISOResponder |
836 |
|
|
KickStartCart.com |
836 |
|
|
KWSmail.com |
837 |
|
|
List Builder |
837 |
|
|
ListCast |
838 |
|
|
listdotcom.com |
839 |
|
|
ListMail |
839 |
|
|
Listrak |
839 |
|
|
Lite Mail |
840 |
|
|
LSoft Listserv |
840 |
|
|
Lyris ListManager |
840 |
|
|
Mach5 Mailer |
842 |
|
|
MagnetMail |
843 |
|
|
Mail Chimp |
843 |
|
|
MailEnable |
843 |
|
|
MailDrop |
843 |
|
|
MailerMailer |
844 |
|
|
WailingWork |
844 |
|
|
MailIWant.com |
844 |
|
|
MailList Controller |
845 |
|
|
MailList King |
845 |
|
|
Mail-List.com |
845 |
|
|
Mailloop |
846 |
|
|
Mailman (GNU) |
847 |
|
|
MailMentum |
848 |
|
|
MailNetExpress |
848 |
|
|
Majordomo |
848 |
|
|
MarketFirst Direct Marketing Manager |
848 |
|
|
Mass-email Express |
849 |
|
|
MaxBulk Mailer |
849 |
|
|
Maximizer |
849 |
|
|
MaxSponder Software |
850 |
|
|
MDaemon Mail Server |
850 |
|
|
messageREACH |
850 |
|
|
Microsoft Outlook |
851 |
|
|
Dada Mail (formerly mojo mail) |
854 |
|
|
Mozilla |
854 |
|
|
NCR Postmaster |
854 |
|
|
Net Atlantic |
854 |
|
|
NetNewsdesk.com |
855 |
|
|
Novell Group Wise |
855 |
|
|
nTarget |
855 |
|
|
Ordyne |
856 |
|
|
Pacmail by Paciolan |
856 |
|
|
Parabots.Net |
856 |
|
|
PHPlist |
856 |
|
|
Pivitol's MarketFirst |
857 |
|
|
Powershot (from Colony 101) |
857 |
|
|
press-manager.com |
857 |
|
|
Pro Mailer by SMC |
857 |
|
|
ProAutoResponder |
858 |
|
|
Profiles international/Pivotal Reporting |
858 |
|
|
Promasoft Auto Responder (PSAR) |
858 |
|
|
Rainmaker E-Central |
858 |
|
|
ReachMail |
858 |
|
|
Responsys |
859 |
|
|
sales automation mania |
860 |
|
|
Salesforce.com |
860 |
|
|
Savicom |
860 |
|
|
Sign-Up.to |
861 |
|
|
Silas Partners |
861 |
|
|
Silverpop |
861 |
|
|
SimpleMail by MarkeTrends.net |
861 |
|
|
Site Build It! |
862 |
|
|
Sitekit CMS Mailing List Module |
862 |
|
|
smallbizmailer.com |
862 |
|
|
SMART Internet Marketing |
863 |
|
|
Spd E-Letter |
863 |
|
|
StoresOnline system |
863 |
|
|
Subscribe Me |
864 |
|
|
Subscriber Mail |
864 |
|
|
SwiftPage Email |
864 |
|
|
TargetX |
864 |
|
|
Topica Online Marketing and Sales Solution |
865 |
|
|
Unity Mail |
867 |
|
|
VeMail |
867 |
|
|
VerticalResponse |
868 |
|
|
Voloper e marketer |
871 |
|
|
WEBinsta Mailing Manager |
871 |
|
|
Wired Messenger |
872 |
|
|
WorldCast |
872 |
|
|
WorldMerge |
873 |
|
|
WSI ATMT |
874 |
|
|
Yahoo! Groups |
874 |