Email 101 - Back To The Basics
Posted on September 5, 2000
by Chris Small
All Internet Marketers use email to some extent. The
successful ones use it a lot and are very effective with it.
The most successful marketers use email to drive traffic
back to their sites over and over. PLUS they use it to bring
useful offers to their readers which produce profits for
them. A marketing website just isn't complete without an
email sign up form.
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Following are some ways that you can use email to market
1) Signature Files - this one might seem obvious but just
look at your incoming messages to see how few Internet
Marketers actually practice it. Basically all a sig. file
is, is a small ad or blurb for what ever you are promoting.
It could be your own site, an affiliate program, your ezine,
your own product or service, or anything else that is
important to you. It should reside at the bottom of every
email that you send (right after the PS). Here is an
Free Marketing Training Reports www.yourwebaddresshere.com
Some people put full ads and include several different
advertisements in their sig. files. That's okay too, but
having just one or two will give the ads better exposure.
2) The PS - This is one of the most read sections of any
letter. Use it to your advantage. Always include a good
reason for the recipient to want to click on your link.
The following example assumes that you were sending an email
to somebody about an unrelated subject.
PS Have you heard about the new xyz widget? It's going to
be the biggest selling Internet item EVER. It won't hit the
market until September, but already several hundred people
have signed up in advance for it. www.yourwebaddresshere.com
3) OPE - Other Peoples Ezines. Buy, swap or barter for ads
in other ezines and online newsletters to promote your
stuff. Online Ezines have been proven to be one of the most
effective methods of reaching large amounts of prospects in
a cost effective manner. Bottom line - they work!
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Here is a list of over 600 ezines that you can use. Just
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4) Your Own Ezine - If it is effective to place an ad in
someone else's ezine,it is far more powerful to create your
ezine. The key here is to keep providing top quality content
and maintain a loyal readership. Once the readers come to
know and trust you, you've got a loyal following that will
act on your recommendations. Make sure that you carefully
check every opportunity that you present to them though. You
don't want to blow your whole credibility just to make a
fast buck. Here is a report that will give you more
information on how to start and run your own ezine.
5) SPAM & Unsolicited Email - I just had to include this one
to see if you're still reading . This could be the
worst marketing mistake to make. The foundation of a solid
email marketing campaign is a friendly, receptive audience
that you can communicate with over and over. That's what
turns readers into buyers (and friends). Spam hardly meets
any of those criteria. At best it is a single blast from a
shot gun. The problem is that some of those shot gun pellets
will only sting your targets and make them mad at you. It
only takes a few complaints to lose your ISP, website, and
(even worse) credibility. Bottom line on this one - Don't Do
6) Auto-responders - As the name suggests, this is a very
effective method of automating your email messages. A
properly prepared well written letter can deliver your
information or sales message immediately to the prospect
when THEY want it. Many hosting plans now include
auto-responders for free.
7) Your Email Address - I know what you're thinking, what
the heck does the email address have to do with marketing? A
It's all about perceptions and the how people view your
marketing efforts. If they see that you are still using the
address that you got from your ISP, or worse yet a free
address (eg: HotMail), then they get the impression that
you're just not as serious about marketing as you could be.
For this reason alone it is worth the 10 bucks a month (or
so) that it costs to get your own domain and email address.
The power of email is very obvious, but a lot of people
don't use it effectively. Follow these simple guidelines and
mix them with common sense. You'll be glad you did.
Chris Small is an Internet Marketer and Partner at the
PS (See, it works, you're reading the PS ). If you
would like to learn more about Internet Marketing make sure
to check out Chris's other reports at