How to Get Permission & Avoid Being Spam


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  • Jill How to Build Your List? Good Question! The answer is thoughtfully and over time. We see lists with as few as 5 people to over millions here at VR, so everyone starts somewhere. The best way to grow your list is to use your existing resources and add a few new ones: If you have a retail location, add a point­of­sale  sign up form. At conferences or events, ask everyone you speak with if you may add them to your list after you exchange business cards. Finally, add your newsletter sign­up form to every page on your web site Ask your customers if they want to join your list to hear from you (let them know what the value is – special offers, etc)- refer a friend programs (VR #1 source) Business partners in like, or complimentary businesses can be great sources (partner up in your industry) An Opt-In form is a easy way to grow your list. When you sign up for VR, you get an opt-in form for free with your account. We recommend adding it to several areas of your website and/or blog. PPC click advertising can also help drive traffic to your site/blog and lead people to sign up for your list. The best results come when you have an established relationship with people who want and are expecting to hear from you. Make sense right? If you get an email from a friend or a stranger which do you open first? The friend of course. And the best way to keep that friend is to mail them relevant information in a timely and meaningful manner. If you only mail 1/x a quarter, your friends may forget you and unsubscribe. We recommend mailing at least 1/x a month so you don’t get forgotten. Why don’t we allow purchased or rented lists Richard? We do not allow the use of purchased, rented, harvested/scraped or third-party lists, as these lists tend to generate a high number of complaints. Complaints can directly impact our relationship with ISPs. We are extremely strict in regards to the mailing lists we allow in our system, in order to preserve our high deliverability rate for all of our clients. Okay, now let’s talk about your offer…
  • Use Postcards to collect email addresses for customers that you don’t have an address for. 10% off Postcards You can buy a list of a geographic area, etc to send to
  • How to Get Permission & Avoid Being Spam

    1. How to Get Permission and Avoid Being Spam Jill Bastian Training and Education Manager
    2. Agenda <ul><li>A little about email delivery </li></ul><ul><li>The CAN SPAM law </li></ul><ul><li>List building the right way </li></ul><ul><li>Email tips </li></ul>Page | VerticalResponse, Inc.
    3. The Email “Gates” - How mail is delivered. <ul><li>Gate #1 - The ISP </li></ul><ul><ul><li>AOL, Yahoo,Comcast etc. </li></ul></ul><ul><li>Gate #2 - The Corporate Domain </li></ul><ul><ul><li>,,, etc. </li></ul></ul><ul><li>Gate #3 - The Recipient’s Inbox </li></ul><ul><ul><li>Spam folders and filters </li></ul></ul>Page | VerticalResponse, Inc.
    4. How Email is Delivered <ul><li>Gate #1 - The ISP </li></ul><ul><ul><li>Yahoo, Comcast, AOL, etc. </li></ul></ul><ul><ul><li>Avoid Complaints </li></ul></ul><ul><ul><li>Keep your list clean </li></ul></ul><ul><ul><li>Get Whitelisted! </li></ul></ul>Page | VerticalResponse, Inc.
    5. How Email is Delivered <ul><li>Gate #2 - The Corporate Domain </li></ul><ul><ul><li>In-house spam filters. </li></ul></ul><ul><ul><li>Outsourced blacklists. </li></ul></ul><ul><ul><li>Same rules as with ISPs - Avoid Complaints! </li></ul></ul>Page | VerticalResponse, Inc.
    6. How Email is Delivered <ul><li>Gate #3 - The Recipient’s Inbox </li></ul><ul><ul><li>Use Proper HTML </li></ul></ul><ul><ul><li>Avoid SPAM words/tricks </li></ul></ul><ul><ul><li>Get into the Address Book </li></ul></ul><ul><ul><li>Stay Relevant </li></ul></ul><ul><ul><li>As always, avoid complaints! </li></ul></ul>Page | VerticalResponse, Inc.
    7. What is CAN SPAM <ul><li>CAN SPAM is a law that was passed in 2003 to try to help stop spam in the US. </li></ul><ul><li>The acronym stands for: C ontrolling the A ssault of N on- S olicited P ornography A nd M arketing Act of 2003 </li></ul>Page | VerticalResponse, Inc.
    8. What is CAN-SPAM? <ul><li>Bans False header information </li></ul><ul><ul><li>Domain name must be accurate </li></ul></ul><ul><ul><li>Email address from the actual sender </li></ul></ul><ul><ul><li>From label - Must be &quot;From&quot; who the recipient has the relationship with </li></ul></ul><ul><li>Bans deceptive subject lines - must relate to the content </li></ul>Page | VerticalResponse, Inc.
    9. What is CAN-SPAM? <ul><li>Requires working opt-out method. </li></ul><ul><ul><li>Must remove address within 10 days. </li></ul></ul><ul><ul><li>Opt-out method must be active for 30 days. </li></ul></ul><ul><li>Requires the sender postal address. </li></ul><ul><li>Non-compliance could subject you to fines. </li></ul>Page | VerticalResponse, Inc.
    10. VerticalResponse Anti-Spam Policy <ul><li>No purchased, rented, harvested or otherwise third party mailing lists. </li></ul><ul><li>Clients can only mail to people who have specifically requested info from or about their company. </li></ul><ul><li>Good - Opt-in Form on website, Customers, sign-up at a tradeshow booth, request email over the phone. </li></ul><ul><li>Bad or Questionable - Contact Us form on website, tradeshow attendee list, list provided by an affiliate or partner, purchased / rented / borrowed list. </li></ul>Page | VerticalResponse, Inc.
    11. Build and Keep a Great Reputation <ul><li>Your list should be Opt-in, not Opt-out </li></ul><ul><li>Send email regularly, at least once per month </li></ul><ul><li>Brand your emails properly </li></ul><ul><li>Keep your list clean </li></ul><ul><li>Keep your emails relevant </li></ul>Page | VerticalResponse, Inc.
    12. Building Your Mailing List <ul><li>Quality Lists are NOT built in a Day! </li></ul><ul><ul><ul><li>Leverage existing network </li></ul></ul></ul><ul><ul><ul><li>Customers past/current </li></ul></ul></ul><ul><li>Build & Grow </li></ul><ul><ul><li>Sign up form on Website/Blog </li></ul></ul><ul><ul><li>Add Sign Up form to your Facebook Fan Page </li></ul></ul><ul><ul><li>Forward to a Friend Link in emails </li></ul></ul><ul><li>Give Then What You Promised </li></ul><ul><li>Relevant content </li></ul><ul><li>Frequency – at least once a month </li></ul><ul><li>No purchased or rented lists </li></ul><ul><li>Constant process </li></ul>Page | VerticalResponse, Inc.
    13. Online Methods <ul><ul><li>Facebook – Post a newsletter opt-in form on your Facebook Fan Page </li></ul></ul><ul><li>Twitter – Tweet to your followers to join your list, offer email only deals </li></ul><ul><ul><li>Post Your Subject Line with a link to the hosted version of your email </li></ul></ul>Page | VerticalResponse, Inc.
    14. Offline Methods <ul><ul><ul><li>Tradeshows - Scan badges and collect business cards </li></ul></ul></ul><ul><ul><ul><li>“ Traditional” Mediums - Direct mail, print and radio </li></ul></ul></ul><ul><ul><ul><li>Brick & Mortar Options - Kiosk in your retail location, newsletter subscription during checkout or the fishbowl technique. </li></ul></ul></ul><ul><ul><ul><li>Customer Support - Get an email address for customers and prospects contacting your business via phone / email. </li></ul></ul></ul>Page | VerticalResponse, Inc.
    15. Things to Avoid in An Email <ul><li>Avoid ‘Spam’ techniques in the subject line Free FREE F*R*E*E Don’t abuse punctuation!!! No Excessive CAPITALIZATION </li></ul><ul><li>Avoid ‘Dirty Words’ in subject line and body of email </li></ul><ul><ul><li>Like Oprah, Free, any kind of medication, pornography, Work From Home </li></ul></ul><ul><li>Keep HTML clean – Close all tags </li></ul><ul><ul><li>Use <html><body> tags </li></ul></ul><ul><li>Make sure your email is a balance of text and images Single image emails go to spam </li></ul><ul><li>Know where your links go – Always link to reputable sites </li></ul>Page | VerticalResponse, Inc.
    16. Resources & Links - Visit the VR Lounge ! <ul><li>How to Do Everything </li></ul><ul><ul><li> </li></ul></ul><ul><li>VR Marketing Lounge </li></ul><ul><ul><li> </li></ul></ul><ul><li>VR Marketing Blog – List Building </li></ul><ul><ul><li> </li></ul></ul>
    17. Q & A