Email list growth tactics - level of effectiveness

In March this year Marketing Sherpa published the results from a survey on the most effective email list growth tactics. This survey was conducted amongst 1,100 marketers, to gauge how important a variety of tactics were considered to be, from the point of view of their respective organizations. Here's what they found:

Getting people to sign up to your newsletter is about building trust and offering value - such as offering a download - not simply throwing up a form and hoping that people will stumble upon it.

Sorry! you need TWO email addresses

Email is here to stay, until we can find a better (quicker?) method of remote communication, you better get used to it and you need to show your customers you know how to use it correctly.

If you think you can get away with myname@paradise.net.nz as your business email address AND your family email address - think again. As I have mentioned in previous posts it is important for your professional image to use an email address for your business that uses your domain name. Professional  email addresses look like:

• myname@mybusinessname.co.nz
• info@mybusinessname.co.nz
• sales@mybusinessname.co.nz
• etc

Unprofessional email addresses look like

• mybusinessname@myisp.co.nz 
• mybusinessname@yahoo.com.au 

they just don't cut it in todays business world.

Business vs Personal
You can split email communication into two types - business and personal. Don't confuse them! Having your business email send to your personal, or worse family, email is confusing and unprofessional. Having your personal email sent to work is wasting your time and what happens when you sell the business or leave? Take the example of the CEO of a small 15 person company. She has myname@mycompany.co.nz as her email address. To provide continuity of service and proper support for important customers the new CEO will need to receive the previous CEO's emails - do you really want your private life paraded in front of a stranger?  

There is no excuse for not having your very own email address. The proliferation and ready availability of free email addresses from Yahoo and Google mean its easy, quick and free to setup your own email address. You don't even need your own computer - you can use a computer at work, at a friends or in a public place like the library.

Cloud Email reduces Spam by 98%

Spam is the single most annoying email issue and it can be expensive or timeconsuming to find a suitable solution to blocking it. Our website has been around for more than 10 years and spammers have had plenty of time to find us, so we get more spam than a lot of people.  Our mail provider is out there in the cloud where we like to operate too - our mail provider is Google.

NOT GMail - we use the Google mail app - it's a solution that deals with large volumes of spam, effortlessly. If you want to see whats being marked as spam its a simple process to check the list and, happy situation, the mail stays on Googles server(until you delete it), never to taint your computer, it all happens out there in the cloud.

Any company from just 1 or 2 employees to big corporations can use the app. At Spiral there are just 6 of us, so we use the free version of the application. NZ Post use the paid version and are New Zealands biggest user (at Sept 2009) of Googles corporate email (the paid version of the Google mail app) which includes phone support and extra features.

5 simple reasons to use Googles cloud based email app:

1. It takes care of spam spectacularly
2. You can access mail via POP, IMAP or webmail - keep using Outlook if you want too
3. You can set it up yourself with the easy to follow help - no geeks required
4. Its free for organisations with less than 50 employees
5. Its reliable

Give me a call or send me an email if you would like to know more and we can point you in the right direction.

Shorten your email links

How can you help the person receiving your email, who may be your next customer, to follow a link and find a page on your website?

If the URL's on your website look like this http://www.mailroom.co.nz/Default.aspx?page=1597 - what a mouthful! Then you have what is commonly called a CMS or Content Management System. A CMS is great for updating your website but those links are awful - .aspx? - what is that!

If you want to shorten a link you are sending out by email thus making life a little easier for your customer, try one of the websites that create short aliases from long URL's, like Tr.im - http://tr.im .

The Tr.im website generates a short URL for you, from a long URL that you enter into the website. For example the longish mailRoom URL above was tr.immed to http://tr.im/lDzl & tr.im/jxZZ will redirect you to the homepage of the Spiral website.

The service is free.

PS. If you get bored you could try tinyURL-whacking - placing random letters and numbers after the forward slash in an attempt to hit interesting sites without knowing in advance what they will be.

Can I say "Send me an email" with any confidence?

Don't throw away the FAX machine!

If you were one of the people affected by Telecom moving it's mail servers to Australia then you understand. Last week every one of our customers, that uses the Xtra/Telecom mail servers had issues with their mail. Because Telecom has such a large share of the market this impacted on just about everyone in New Zealand. Emails delivered late, received late, lost in spam filters and now the latest - spam not being filtered and coming through into our mailboxes.

There's plenty of comment on the fiasco in the New Zealand Herald if you have time to read it - the links are at the bottom of this post. The important points, for the future of your business are

1. We cannot rely on Telecom to provide the service we expect.
2. What can we do about protecting our businesses from this type of problem in the future?
   

What can you do?
As business owners, we are assessing risk everyday in our operations. You probably, hopefully, have backup procedures for your office data and now might be the time to consider what you are doing to maintain the flow of information into your business, in particular, email. Here's a few ideas:

1. Change to another provider, of course the same may happen to them in the future - no guarantees.
2. Install software such as Microsoft Exchange on your office server thus eliminating the need for an external mail server.
3. Use GMail for all your mail. GMail can be set up to look professional if you configure it carefully.
4. Stop using email for your important communications (yeah right!).
5. Setup a dual system enabling your mail to be delivered to two different places. If one mail repository is down then switch to using the other.
   

If you are a Spiral customer, you are welcome to call us. We can check the status of mail on the internet and we can check the website of your mail provider, although you can do this too. Where we manage a customers domain name the mail is often setup to flow through our server like water in a stream. When there is a blockage downstream, similar to a log blocking the flow, we sometimes see a buildup on our server. If this happens the mail sits on our server while it waits for the blockage to be cleared. During this time our server logs messages saying the mail was undeliverable and it will try again later, which it does.

Remember, if you are sending a really important email and you don't get a reply then use the telephone.
Looks like the fax machine will be around for a bit longer.

Links to articles and comments on the Telecom mail problem.
Telecom admits Xtra email fault
Has Telecom done enough over the Xtra Bubble fiasco?
Deborah Hill Cone: Email? Sorry, try Australia