Email Marketing Mistake #1, 2, 3 & 4

Ok, so what happened this week was an unsuspecting new business to the Folsom area (local suburb) was trying to drum up some new business, right? Sounds simple.

But what they did, ended up being not only a CUSTOMER SERVICE AND PUBLICITY...



But depending on how they "clean it up", it could be a huge CREDIBILITY KILLER as well.

Now, I'm not going to mention their name because I ended up talking with them and they are generally very nice; they just made an ASTRONOMICAL EMAIL MISTAKE.

So, being a new business, they thought they'd start by email blasting out all the businesses in the local Folsom Chamber of Commerce about their B2B service they offer. That probably seemed like the quickest, easiest thing to do (in their mind).




They probably went on to the chamber website and cut and pasted all the email addresses they could find because I'm a member there and I know they don't sell that list. So, tons of time spent doing this, right?





Well, yesterday, I received an email from these folks with the word "newsletter" in the subject line (I knew I had to talk to them about that for one), opened it up and read a little bit. It was basically a text message about their services with a couple links to their website mixed in but no other 'real' content.

The email had a message at the bottom saying people could unsubscribe by replying with the word unsubscribe in the subject line. It wasn't personalized with any one's name or email address though to contact.

It started out though by a "Welcome to our first newsletter" message which I thought was weird since I didn't remember meeting anyone from that company recently. But knowing I could be mistaken since I do talk to a lot of people each week, I thought I would reply and ask them where we met.

So, I replied (only to the one person who sent it to me of course in the TO line, not to the 'reply all' button).

I asked them if we met at a recent event or ?? Then I also mentioned that I help small businesses with their email marketing campaigns and theirs was breaking a few sp'am laws - FYI. I told them about my service for that briefly and sent it off.

They responded back (good to know they weren't a spam piece themselves thankfully). We had a dialog back and forth a couple times (this was pretty late Tuesday night).

I thought nothing of it but hmmm, maybe I'll get a new client and help them maximize their email marketing campaign?

Then the following morning (today - Wednesday) bright and early I started getting calls....

Now for some of you who know me, it's rare to ever catch me anywhere before 10:00 am, much less on the phone even before my coffee BUT at 7:30 am the phone started ringing, and ringing, and ringing. After the 3rd call before 8:30 am (of course I wasn't answering but ...) I figured something was up. I stumbled to my computer and found a bunch of emails and a few messages from angry soles who had been receiving every correspondence between the two of us the night before.

I quickly learned that somehow the "reply" button wasn't just replying to the one person who sent the newsletter to me in the first place but it was going to EVERYONE they sent it to. WOW! People kept saying unsubscribe me, delete me from your list, etc. Now, for someone like me to get those when I do this weekly ezine myself I thought I better do something because these people think these messages are coming from me - and I'm the one trying to FIX THE PROBLEM!

Apparently what had happened was he accidentally somehow programmed the reply address to reply to all (no idea how, he's a techie though).

So, I first listened to the messages, one was from another marketing colleague who understood what was happening and she was alerting me which was nice but the other woman was pretty irate. I called her back to let her know that it wasn't me, it was another company and I'd call them to figure it out but by then I had already pulled up the company's website and gave her their phone number.

When I called the guy I had emailed with, he was actually expecting my call, it was funny. I kind of felt sorry for the guy really as he probably had a REALLY, REALLY BAD DAY.

I told him this was going to be detrimental to his business' success, especially since he just messed with the whole entire chamber of commerce! I urged him to call the chamber right away and explain the situation, gave him the number and the person to contact because they don't take spamming lightly at this chamber. It would help his chances of not getting black-balled if this got around to them; plus I also suggested he joined as soon as possible too. (I even volunteered to introduce him around to smooth things out if need be - always giving, that's what I do.)

He actually felt so bad I believe he finally emailed everyone back one by one to admit and explain his mistake. Which was good for me because the calls weren't stopping. I had to change my voice mail and not answer the phone for the first half of the day - I left a detailed message explaining the issue with the "newsletter" email blast and gave out the company's number to call even.

Luckily, the calls and emails stopped. He dismantled the email address and the list and I might get a customer out of the whole ordeal.

So, a few lessons to learn here are:

1. Do not cut and paste random email addresses into any email blast you are sending
2. Do not use Outlook to send large email blasts or newsletters (many reasons why)


3. Do not send any email blasts to people you don't know (only about .01% of companies will do well with this)


4. Do not send out sales pitches disguised as newsletters (you can send out sales blasts to your list but send them separately from your regular newsletter and make sure you explain what you're doing)


5. Do not put email addresses of those you are sending email blasts to in the TO or CC line of your email, put them all in the BCC line (if you MUST use Outlook, which I don't recommend).
   
6. Do explain what you are doing when you send out your first newsletter - how you know them, why you put them on your list, what you plan on telling them in upcoming issues, how they will benefit, what you will offer, etc.


7. Do put complete contact information in every email


8. Do put easy opt-out links in every email - not a message telling them to reply with unsubscribe in the subject line - many people are afraid to do that in case your email is spam in the first place and they might get a virus.


9. Do use a professional, preferably online, email marketing program to send all your email newsletters, blasts and sales pitch blasts - I highly recommend subscribing to the one I use, Constant Contact; it's affordable, easy to use, follows all the spam laws and you can easily track all emails sent, opened, clicked through, etc.


10. Finally, if you don't want to or can't figure how to get this all going CORRECTLY on your own, I can help you set it up and brainstorm what you're going to say, how to say it and how to really attract the attention of your contact list on a regular basis in order to get more repeat and referral business - GUARANTEED! Find out about my Easy Ezine Set Up Service using Constant Contact now.

Ok, so that's all I have to say about that, I hope that you tread very lightly with your next email marketing campaign. But I don't want to scare you off from doing one. My emails bring me lots of business every week! They also allow me to stay on top of the minds of everyone on my list every week because everyone on that list has to either read me or delete me! Rarely do they "unsubscribe" since I give so much valuable info.

I just want you to do your email campaigns in a way that is professional, effective and helpful to the user. I really can help you get one going in no time so what are you waiting for?

-- Kat Out

What On Earth Is a Teleclass and How Does It Work?

If you've never participated in a teleclass before here is everything you want to know about this fast, fun and interactive way to learn new marketing skills.

You might think of the Marketing TeleClasses as "instant marketing workshops by telephone".

They are live, interactive training sessions conducted over the telephone through state-of-the-art teleconferencing bridge systems.

You will receive timely tips, tools, strategies and techniques over the telephone that can benefit your life and business immediately. All of this from the convenience of your home or office and with no travel time.

If you are a small business owner or entrepreneur who wants to learn more of the fundamental principles of attracting clients to your business these Marketing TeleClasses are perfect for you.

You'll learn hands-on, how-to skills that can be implemented right away to market your services more effectively. These aren't just theories and concepts you'll learn, but proven strategies that work to build your business taught by experienced marketing practitioners.

Here's exactly how the Marketing TeleClasses work. They are conducted over a "high-tech bridge telephone line." It's just as simple as making a phone call. All you do is dial the bridge telephone number (you'll get the telephone number to the line when you enroll) and join us on the call. That's it!

There will be anywhere from a dozen to over a hundred people in each TeleClass - depending on the topic. The more, the better.

How much does it cost?

Since you can call from anywhere in the world and the telephone bridges are located in random states around the country, for most people there is a long distance charge for placing the call. But if you compare the savings of time, money and effort (not having to leave your home or office and drive to a seminar location) the average cost of a teleseminar - $6 per call is a great deal!

Each TeleClass is typically 60 minutes long. I give you more hands-on information than many other TeleClasses however and then I allow extra time for questions at the end.

If you are a small business owner or entrepreneur who wants practical support in putting your marketing ideas into action - these Marketing TeleClasses are definitely for you.

Sign up for my Mentor Program and listen in on the next Teleseminar!

-- Kat Out

Boost Your Business With Referrals

Getting referrals through an online affiliate tracking and promotion program can skyrocket the number of referrals you get each month...what would that mean to your PROFITS?

So, you're already getting a lot of referrals or you claim to work by referral only but how many of you are actively marketing those so-called referral sources? Not very many people I talk to...



In this last year I've become aware of online affiliate tracking and promotion programs that people in some of the circles I travel in (infoproduct and online marketing) are making a ton of money with.


An affiliate is just like a referral source.

An affiliate can be anyone who sends people to you, forwards your emails, suggests your services and recommends your products.

I get a lot of referrals too, in fact so many it's really hard to track them and THANK THEM!

Plus, many times a referral turns into a pretty big client (with a big profit) and it's hard to remember who actually referred them to me 3 or 4 months into the project in order to send them a nice thank you gift which is always good to do.

I give about 40-50 referrals every month and sometimes I give them out at a chamber mixer, writing someone's website on the back of my card and handing it to someone I hardly even know. Sometimes I get asked by email for a referral and I send one back to the person cc'ing the person I actually referred. You probably think this is pretty good tracking but it's really not. Because 5 minutes later, I've forgotten about it and I'm talking to or emailing someone else about another subject. Life is just too fast these days.

I'm currently an affiliate of about 15 other professionals that I've met in the last year - Ali Brown of course, you read about her and my mastermind group often, but also my web designer, my shopping cart and merchant account company, a publicity guy I know and many other companies and professionals.


I'm doing this because I can. I would refer to them anyway but because they have an actual affiliate program where I could make money when I send people to them who sign up for their products or services - why not?

I wouldn't become an affiliate and promote someone or something I didn't feel was a good product or service regardless of what they were going to pay me - hopefully you wouldn't either.

So, it took me a few months to get to this on my own shopping cart but I now have my own affiliate program online - yeah! It's still not totally finished; I haven't written the sales page on my website or created all the great resources that I could so my affiliates could promote me with banner ads and such.


This is what you do:

• I have a signup link ready to go.


• It costs you nothing to join.


• You will be emailed your 'unique affiliate link'.


• Then you cut and paste that unique link into your emails or correspondence when you refer business to me or forward my emails to your friends.


• Then my shopping cart tracks anyone with a cookie who clicks on that link to get to my website.


• Then if they buy anything EVER (up to 2 years) online (which all of my products and services are paid for online now) the shopping cart knows they were referred by you.


• You receive a check (when the commission amount adds up to a minimum amount).


• You get paid 20% of everything I sell just for telling people about me which you would do anyway right?


• So what are you waiting for?


• Sign up here now!

Here's an example of what you could say in your forwarded email (using your unique affiliate link hyperlinked where my website url is):

"There is a company I want to recommend to you today, it’s K. Sawa Marketing here in Sacramento. Katrina Sawa, the owner and Marketing Coach, is such a great resource for me in my business and her website has all kinds of great marketing and networking info, events and resources I use all the time. I highly recommend you visit www.JumpStartYourMarketing.com now and get the FREE REPORT: "Top 3 Ways to JumpStart Your Marketing"! Plus receive a free subscription to the 'Get Networking' weekly ezine chock full of free marketing and networking tips, advice, resources and opportunities just for entrepreneurs and small business owners."

Ok, so I'm talking about this with you today because:

1. I would love it if you signed up for my affiliate program to see how it worked, see the emails I send out, see how to promote me all while making more mon.ey!
2. You can set this up too for your own business.

If you have a shopping cart, you probably have an affiliate option, if you don't know, ask. If you don't have a shopping cart but you have a website or even if you don't have a website there are companies out there that offer online programs you can subscribe to that will run your affiliate program for you.

One of those programs is YOURsoft affiliate software. One of my publicity friends uses this program; I've signed up for his and it's really user friendly. You do have to pay a little for set up or installation depending on whether you have or don't have a website to host it on. But remember, you're going to be getting more referrals than ever when you promote this to everyone you know to sign up - so you'll be making more money and can justify this investment to boost your sales, right? See what you think about that program; you don't even have to have a website or sell anything online - this is a tracking and promotion system.

Or my shopping cart is a pretty reasonably priced option too if eventually you will add a cart to your site, you could add it now for the affiliate program and worry about selling on it later but at least it's there when you need it.

Sure you can keep getting referrals slowly like you are, one by one. But if you give your contacts an option to refer you and make mo.ney in the process you might get twice as many each month!

I'm thinking that would really BOOST YOUR INCO.ME, RIGHT?

Good luck with this and Happy Networking!

-- Kat Out

Speaking at Events

Hey there,

I thought I'd write a quick note about why you want to become a speaker in order to boost your business....

I started speaking at events like chamber of commerce small business luncheons, women's groups, sales meetings and leads group meetings about 3 years ago. I found that by doing so, it really catapulted me into more of an expert role in my industry. People looked to me as more of the go-to person for marketing in their area plus I got a lot more free publicity in the local papers and business journals.

Speaking can be a challenge for many in regards to the following:

• Who do you speak in front of?
• How do you initiate a speaking gig?
• How do you prepare for a speaking presentation?
• How do you know what topics are of interest?
• How do you capitalize on the publicity you could potentially receive?
• How do you promote yourself during the talk?
• What do you bring or handout to promote yourself?
• How do you follow up after a speaking gig?

How do you overcome these obstacles or figure out how to accomplish them?

1. You can ask other speakers how they do it.
2. You can ask the people who book the speakers at such events, they'll tell you.
3. You can read books and online articles about the subject.
4. You can get coaching and advice from someone who helps others on this topic.

What do you do first?

First you want to develop a few topics, survey an audience of people if you aren't sure what kind of topics. Then write up a quick description or outline of a possible 20-30 minute talk on those topics, something with bullets, short and to the point showing how the audience will benefit.

Then put those topics on a word document, add your photo and a short bio as well as your contact info to book you for a speaking gig and whoala! You just developed your speaker sheet.

Next, you send it by email or mail to all those persons responsible for booking speakers for their events; you can normally find them on the organizations' websites or call to ask who's in charge of such a thing for each one.

Then you want to follow up with a phone call or another email and try to get the person on the phone so you can quickly chat with them and brainstorm how you can serve their audience in a talk you can give.

Finally, remember to contact these organizations way ahead of time. Many of them book their speakers for the year in the fall of the previous year so if you contact them in February, it might be too late for that year, but make sure you're on their list for the following year then.

Oh, and one last thing....remember to practice your talks, get feedback and keep revising them to stay current, interesting and valuable.

Kat out --