| A common practice in today's e-commerce | | | | In some cases, emailing advertising to tens of millions |
| environment is to use email marketing campaigns to | | | | of general prospects would make sense; however, |
| launch advertising initiatives for products and services | | | | many products and services are targeted at particular |
| offered online. Since 2003, CAN-SPAM laws were | | | | markets, making it important that you use a provider |
| enacted to protect consumers from abusive | | | | that can supply accurately targeted email lists. |
| spammers and email marketing exploits have been | | | | Targeted lists cost a little more money but, as with |
| harnessed. Once again, email campaigns are a viable | | | | most things, you get what you pay for. In my |
| marketing tool in the e-commerce world. | | | | experience, I have gotten better return rates paying |
| As with most things internet related, you need to be | | | | $500 for 100,000 highly targeted emails versus paying |
| careful and use common sense when purchasing | | | | $199 for 3,000,000 emails sent to a broader audience. |
| goods and services via the internet. Unlike traditional | | | | There is no exact formula for calculating what to |
| business transactions, you rarely meet face-to-face or | | | | spend per email. Companies will spend 25 cents or |
| even have a phone conversation with internet sellers. | | | | more per email for highly targeted lists. Ultimately, you |
| This makes it harder for buyers to gauge the validity | | | | need to consider your total cost versus your expected |
| of performance claims made at a seller's website. So, | | | | sales conversion rate to determine if a particular |
| if you are considering using email marketing to promote | | | | targeted email campaign makes sense for your |
| your product or service, practice the following four | | | | product or service. Start with a small, targeted list to |
| techniques for choosing a provider. | | | | test your email campaign for effectiveness. While the |
| 1. Make sure that the provider is CAN-SPAM | | | | initial, smaller list will cost more per email address, it |
| compliant. | | | | could save you hundreds or thousands of dollars if you |
| Even though you are using a third-party to distribute | | | | find out your campaign message isn't achieving the |
| your email campaign, you are still legally liable if your | | | | success rate you need to make your campaign |
| provider violates the CAN-SPAM laws. Reputable | | | | profitable. |
| providers will conspicuously advertise on their website | | | | The most reputable email marketers spend a |
| if they are CAN-SPAM compliant. If they do not | | | | considerable amount of time and effort (and money) |
| promote or state their compliance, you should steer | | | | to ensure that their email lists contain high-quality |
| clear of their services. | | | | prospects. Make sure to ask for expected "open" and |
| 2. Ask for referrals. | | | | "response" or "click-through" rates so you can |
| Only deal with email marketers who are willing to give | | | | calculate your projected return on investment. If they |
| you referrals. I recommend at least 5 referrals with | | | | claim a response rate over 5% or give you a broad |
| company names and contact information. Ideally, you | | | | range like "100 to 1000 hits per 100,000", be very |
| will be able ask for and get a referral to a user who | | | | skeptical. The only possible exception is for very |
| targeted the same or similar type of prospect you are | | | | specifically targeted campaigns. |
| targeting. Either way, require a diversity of companies | | | | 4. Check the provider's complaint history. |
| and ask that the referrals are from organizations | | | | You can check to find if others have had any |
| outside the email marketing industry. | | | | problems with a company by checking with the Better |
| Be sure to follow up and call the referrals. You can | | | | Business Bureau. Providers who are members of the |
| expect these referral sources to be some of their | | | | BBB will advertise it on their website and are most |
| best customers who should able to provide you with | | | | often your best option. Even with BBB members, you |
| accurate response results from their email marketing | | | | still need to check their complaint history. |
| campaigns. You can also expect these results to be at | | | | Above all, use good business sense. Avoid providers |
| the high end of your realistic results, so set your | | | | who make claims or offer prices that seem to good |
| expectations accordingly. Also make sure to ask how | | | | be true. Read their satisfaction guarantees in detail. A |
| helpful, flexible, and responsive the email marketing | | | | company may claim satisfaction guaranteed, however, |
| company is to special needs and complaints. This will | | | | it is your responsibility to ensure that this guarantee |
| help you to decide if they are a good fit for your | | | | exists in writing and that it offers you a proper comfort |
| company's needs. | | | | level with their service. Following these practices will |
| 3. Find companies that offer email lists for your | | | | help you choose the best provider for your email |
| targeted market. | | | | marketing campaign. |