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:
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.
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.
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!
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
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.
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!
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!
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.
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.