Building,E-newsletter,List,Mak business, insurance Building an E-newsletter List? Make Sure You Are CAN-SPAM Co
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Have you ever felt burned by getting a piece of mail from yourbank, Cable Company or insurer whose envelope blared "Important AccountInformation Enclosed"? You know the outcome: You opened the envelope, that"important information" turned out to be an ad. Translate that print tactic intountold millions of e-newsletters in distribution, and you will understand whythe CAN-SPAM business compliance guide was created.Email a Powerful Attraction TacticEven in an age of Facebook "likes" and Twitter"tweets," email and e-newsletters -- when handled right -- continueto be a robust tool for marketers. · According to 2011 statistics published by ExactTarget, 42 percent of subscribers are more likely to purchase from a companywhose emails they subscribe to.· The other side of that coin? Content MarketingInstitute notes that the e-newsletter open rate can go as low as 8 percent,with monthly newsletters averaging in the low-20 range. So the audience making up your e-newsletter lists needs to be oneyou screen carefully -- those on your list should be the people most likely tofind your information valuable enough to subscribe and to read at leastoccasionally with few opt-outs. If you use purchased e-newsletter lists, ensurethey are from reputable sources consisting only of "opt in"subscribers. Keeping Out of TroubleOnce you've identified an audience to invite as subscribers, youmust establish an acceptable template for your message. Just a few false movesand your carefully crafted e-newsletter could end up in the spam folder.CAN-SPAM (Controlling the Assault of Non-Solicited Pornography andMarketing Act of 2003) establishes standards for commercial email, includinge-newsletters. It spells out what you can and cannot say, and sets penaltiesfor violations.Under the CAN-SPAM rules, for example, you are required to:· Identify the nature of your message as ane-newsletter.· Tell recipients where you are located. Youre-newsletter must include both an email return address and a valid physicalpostal address.· Tell recipients how they can opt-out of youre-newsletter, and honor their request within 10 business days. Conversely, the CAN-SPAM law prohibits:· False or misleading header information. In otherwords, the "To," "From" and "Reply to" headersmust accurately identify the person or company initiating the email.· Deceptive subject lines. No false promises,"gotcha" wording or other text that doesn't reflect on the actualcontent of the e-newsletter.· Sending through an open relay or using harvested emailaddress (both examples of technology that allows spammers to find and uselists). And of course, the CAN-SPAM act requires you to truthfullydescribe any products or services you are offering for sale in youre-newsletter -- and if you are positioning this information as an ad, you mustidentify it as such.How to Attract More Subscribers Subscribers can quickly become un-subscribers, so identifying andattracting new audiences is an important part of your e-newsletter strategy. How can you encourage people to opt-in?· Promote your e-newsletter on your website's homepage.Keep a colorful sign-up icon near the top of the screen, as you can never relyon visitors scrolling all the way down.· Invite new customers to subscribe. If someone makes apurchase through your website, follow it up with an email invitation to thenewsletter. You can use the same tactic with visitors who leave contactinformation on your landing page.· Include a "send to a friend" link on everye-newsletter to encourage forwards from subscribers.· Promote your e-newsletter on your social media pages;include sneak-peeks of articles or offers that subscribers will find in thenewsletter.· Offer a free gift to new subscribers. It can be aspecial deal or item associated with your business, or something general, suchas a drawing for an iPad. (However, all giveaways and drawings must be "nopurchase necessary" in nature and something anyone may enter.) Test and Test AgainThe way you handle your e-newsletter lists may change once you see howmany people opt-in and opt-out of their subscriptions. As with most forms ofweb marketing, e-newsletters can benefit from testing and measuring results tocreate the ideal marketing tool for you.
Building,E-newsletter,List,Mak