Do's and Don'ts

 

Bulk email is a highly powerful advertising vehicle and is making a lot of people using it very wealthy. But before you start your bulk email campaign make sure you know the do's and don'ts.

Here's a quick list of several do's and don'ts to help you get started with your bulk email campaign:
 

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Do Pick a good list from a reputable company - Don't Decide to harvest one on your own
Buy your email lists from a reputable company like ours rather than harvesting one on your own. Yes, there is software available for purchase (normally around $150) that will search certain areas of the internet and compile an address list for you. The problem with this technique is a large portion of the addresses these types of programs try to collect are news groups. This was fine a few years ago. Now bulk email is becoming more common and many people have become wise to this and have encrypted their addresses in such a way that the software programs will not collect valid email addresses anymore. Even if this problem did not exist, the amount of time it would take you to collect a large amount of addresses would not be time effective for you. Example: If you could collect 500 valid addresses a day, (even this is tough to do sometimes) it would take you more than 50 years to collect the amount of addresses you will have by purchasing our package.

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Do Deliver a compelling message - Don't Send out last year's corporate brochure
In the world of direct postal mail, consumers expect to receive slick pitches produced by New York ad agencies. On the internet, a more personal approach generally works better. Keep in mind, of course, that the road-tested rules of direct marketing still apply. It's important to point out the benefits of your product or service and include a powerful call to action that compels the recipient to reply. If you yourself would not respond to your offer, it's unlikely that your recipients will either.

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Do Keep it short - Don't Go on and on for several pages
On the internet people want information and they want it now. That's why short, snappy pitches pull well than long-winded appeals that tell a story, paint a picture, tug at heart strings or describe your product's amazing bells and whistles in exhaustive detail. If your message exceeds one screen of text, go back and edit it until it fits. And don't try to squeeze in a second offer in order to save money; it will only lower the response to both of your offers!

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Do Get to the point - Don't Make recipients figure it out for themselves
Internet users are busy people who receive dozens or even hundreds of email messages a day. They barely have time to click on your message to open it, much less waste valuable time figuring out what you're trying to sell. If you can't come up with a three-word subject line that sums up your pitch, hit the Delete key and start over.

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Do Give people an incentive to buy - Don't Restate your everyday low prices
Internet users tend to be surfers with short attention spans. If you want to inspire them to action, you need to give them a compelling reason to purchase your product or service today. Discounts, free samples and limited-time offers are all powerful incentives to get people to respond. Remember: A mailing that generates 100 inquiries for additional information is ultimately going to be far more successful than a mailing that produces one or two quick sales.

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Do Include a "call to action" - Don't Leave recipients wondering what to do
It's not enough to tell recipients to check out your home page. You need to tell them exactly what you want them to do. Should they sign up for a free trial offer? Should they purchase your product today? If you don't ask recipients to do something in particular they may check out your home page then surf away. The strategy that works the best, we've found, is to include in your message a special URL, that visitors can click on to go to your site and fill out a form to request additional information. This way you can accurately measure the response to your mailing and follow up on qualified prospects!

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Do Expect recipients to ask you questions
Don't Expect to close all the sales in a single message. While generating immediate sales from your mailing is always great, keep in mind that many prospects are going to want more information before they decide to buy. Be sure to have the staff in place to respond to these inquiries immediately or prepare to see your valuable leads disappear!

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Do Set reasonable goals - Don't Expect your email campaign to work miracles
In a postal direct marketing campaign, a 2 percent response rate is considered good and a 1 percent response rate is considered acceptable. Email lists, by contrast, tend to generate higher response rates. A publishing client once generated a 13 percent response rate to its free trial subscription offer. In general, however, a 5 percent response to an email offer is good; even a 2 percent response is not a disaster. Remember: Even the most responsive list won't work miracles if the ad copy and the offer don't sparkle too.

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Do Take your time and start out slow
Don't Send out 500,000 emails your first night with your new software without testing your ad first. When you receive your new Bulk List package and bulk email software the first instinct is to send out as many emails as possible as quickly as possible. This is understandable because by purchasing this software you have done your research and know that it can make you a lot of money very quickly. But, you will see much better results by taking your time with the process. Create an ad you like, then let others read it, make sure all the spelling is correct and when you are completely happy with it, send it to only a few thousand people. Wait for your responses to come in. This will let you gauge your response rate for that particular ad. Make a few changes and send to a few thousand more people. Do this over and over until you have reached your maximum response rate. Then send to millions, but not until your ad is ready, otherwise you are letting a lot of potential customers slip through your fingers.