| 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 | |