Archive for the ‘Email Marketing’ Category

How to make your mass email marketing successful

Wednesday, May 5th, 2010

Your email campaign cannot be successful if no one reads your email messages. Here are a few hints to get people to actually open your messages and result in conversions.

Above everything your email newsletters/mass mailings must be CAN-SPAM Act compliant. Not only is it the law, but following the spirit of CAN-SPAM can result in a more successful email campaign.

The Subject field should be specific and appropriate. Do not try to use misleading subject lines. It will only result in unhappy customers. Don’t Have the “From” field be listed as an email address, but rather your Name or business name. If you are offering a special deal or discount, include that information in the subject. Everyone gets a lot of email messages and a large percent of them are SPAM messages. Tell your customers why your message is not spam and why they should read further.

Get right to the point of your message – don’t make everyone dig through you message to find the purpose of the email. They won’t do it. If you don’t grab their attention in the first glance and give them the basic information on your message, they will hit the delete key and move on. If you provide them with the critical information with a clear and concise message, they are more likely to continue to read.

One of the most necessary items in an email marketing campaign is often the most overlooked. It is the “Call to Action”. You must specifically ask the customer to do something – Click here to read more, Sign up here, Order here. If you don’t ask for some positive action, the customer won’t know what you want them to do and will move on.

Using an Email Service (ESP) Provider like Constant Contact can ensure that your email messages are CAN-SPAM compliant. The wizards and templates can also assist you in following some of the basic “best practices” to ensure your customers take full advantage of your email marketing. They also provide wonderful reporting tools to evaluate the success of your email marketing campaign.

Of course, the best measure of your campaign is sales or conversions, but the Constant Contact reporting tools can even assist in determining the click-through to purchase results.

Using common sense marketing, technology and a few basic steps will make your next email marketing campaign a rousing success and take your business ahead of your competitors.

Ensuring your email campaign complies with CAN-SPAM.

Friday, April 30th, 2010

The CAN-SPAM act was passed in 2003. The act set minimum requirements for your email distributions including newsletters. It is very important to comply with not only the letter, but the spirit of the CAN-SPAM Act because worse than being fined, noncompliance with the spirit of the law will result in alienating your current and potential customers.

Legally this is what you need to do to comply:

  • Unsubscribe. All your email distributions must provide a simple and easy method to unsubscribe to your list. You must comply with any unsubscribe request within 10 days.
  • Not Sharing: You cannot share any email address that has requested to be unsubscribed.
  • Harvesting: You cannot harvest email addresses from external sources and you cannot randomly generate email addresses.
  • Disclosure: If you are sending an email message of a commercial nature that is unsolicited, you must clearly state in the message that it is an advertisement. An Opt-in list is exempted from this requirement.
  • Lying: Your email subject cannot give mislead or misrepresent messages to entice the recipient to open the message. You also may not misrepresent the sender of the message.
  • Physical Address: All email messages must contain the physical address of your company. Addresses using PO boxes are not acceptable.

These are the legal requirement. What do these tell you about the spirit of the law? No one likes to get SPAM. This includes your customers and clients. Your customers and clients do like to receive information about your services and products as long as you are honest and up front about why you are contacting them. Irritating existing or potential clients is not going to result in business for your company.

Make your newsletters pleasant to look at. Provide useful information. Provide a simple way for clients to remove themselves from the list, but also a simple way to share the information with others. Special offers, deals or newsletter discounts can help encourage people to view your newsletter distributions. Tell them who you are and what you are offering. Keep your message brief and to the point. Make sure you ask the recipient to do something specific. In marketing terms that is referred to as the “Call to Action”.

Many Email Service Providers have systems in place to ensure your email distributions are compliant with the CAN-SPAM act. By properly designing your email campaign you can follow the spirit of the act to a successful and profitable conclusion.

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