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SPAM FILTER WORDS & PHRASES Most spam filters work on a point system, so that the occurrence of just one “spam phrase” probably won’t trigger rejection.

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Presentation on theme: "SPAM FILTER WORDS & PHRASES Most spam filters work on a point system, so that the occurrence of just one “spam phrase” probably won’t trigger rejection."— Presentation transcript:


2 SPAM FILTER WORDS & PHRASES Most spam filters work on a point system, so that the occurrence of just one “spam phrase” probably won’t trigger rejection – except some of which the filter considers notorious. The following phrases are considered notorious Spam Triggers: Reverses Aging Hidden Assets Stop Snoring Free Investment Dig up dirt on friends Stock Disclaimer Statement Multi-­Level Marketing Compare Rates Cable Converter The claims you can be removed from list Removes wrinkles Compete for your business Free Installation Free Grant Money Collect Child Support Free Leads Amazing Stuff Cash Bonus Promise You!... Claims to be in accordance with “some” law Search Engine Listings Credit Bureaus No Investment Serious Cash

3 Even if you don’t use the previous notorious phrases, other spam words can add up. Here are some to be aware of in your e-­mail messages or newsletters: 4U Accept Credit Cards Act Now! Don’t Hesitate! Additional Income Addresses on CD All Natural Amazing Apply Online As seen on Billing Address Auto Removal Avoid Bankruptcy Be amazed Be your own boss Being a member Big Bucks Bill 1618 Billion Dollars Brand New Pager Bulk Buy Direct Buying Judgments Cable Converter Call Free Call Now Calling Creditors Cannot be Combined with any other offer Cancel at any time Can’t live without Cash bonus Cashcashcash Casino Cell Phone Cancer Cents on the dollar Check or money order Claims not to be selling anything Claims to be legal Claims you are a winner Click below Click to remove Compare rates Compete for your business Congratulations Consolidate debt Stop snoring Get it now Special promotion Copy accurately Copy dvd’s Credit card offers Dig up dirt on friends Free hosting Free installation Free investment Free leads Free membership Free money Free offer Free preview Free priority mail Free quote Free sample Free trial Free website Full refund Get paid Get started now Gift certificate Great offer Guarantee Have you been turned down Hidden assets Home employment Human growth hormone If only it were that easy In accordance with laws Increase sales Increase traffic Insurance Investment decision It’s effective Join millions of Americans Limited time only Lose weight Lower interest rates Lower monthly payment Lowest price Mail in order form Marketing solution Mass Meet singles Money back Money making Month trial offer More internet traffic Mortgage rates Multilevel marketing New customers only Nigerian No age restriction No catch No forms No credit check Online pharmacy Only $ Opportunity Opt In Order Now Order Status Outstanding Values Pennies a day People just leave money laying around Please read Potential earnings Print out and fax Produced and sent out Profits Promise you!.. Pure profit Real Thing Refinance Home Removes wrinkles Requires initial investment Reserves the right Reverses aging Risk free Satisfaction guaranteed Save $ Save big money Save up to Score with babes See for yourself Serious cash Serious only Shopping spree Social security number Stock alert Stock disclaimer statement Stock pick Strong buy Stuff on sale Subject to credit Supplies are limited Take action now Talks about hidden charges Talks about prizes The best rates The following form The keep your money – no refund! They’re just giving it away This isn’t junkDirect Mail Direct Marketing Discusses search engine listings Do it today Don’t delete Drastically reduced Earn per week Easy terms Eliminate bad credit harvest Expect to earn Fantastic deal Fast Viagra delivery Financial freedom Find out anything For free For instant access For just $ (some amount) Free access Free cell phone Free consultation Free DVD Free grant money No fees No gimmick No inventory No investment No medical exams No middleman No obligation No purchase necessary No questions asked No selling No strings attached Not intended Off shore Offer expires Offers extra cash Offers free passwords Once in a lifetime One hundred percent free One time mailing Online biz opportunity This isn’t spam University diplomas Unlimited Unsecured credit/debt Urgent US Dollars Vacation Viagra and other drugs Wants credit card We hate spam We honor all Weekend getaway What are you waiting for While supplies last While you sleep Who really wins Why pay more? Will not believe your eyes Winner Work at home You have been selected Your income

4 AVOID THE FOLLOWING TERMS IF POSSIBLE: Subject Line Terms: Contains $$$ “100% Free” Contains the word “ad” Apply now Earn $ Earn extra cash Explode your business Double your income Eliminate debt Extra income F r e e Fast cash Financial freedom Financially independent Free gift Free info Free membership Free offer Home based Home based business Income from home Increase sales Increase your sales Incredible deal Info you requested Internet market Limited time offer Make $ Opportunity Web traffic Weight loss Online marketing Save $ All of our clients are brick and mortar businesses reaching out to their surrounding neighborhoods as an effort to drive more foot traffic into their stores. Most of the previously listed spam words are for online schemes. However, it is important for you to read them so the content in your messages is not to be confused by a spam filter as an fishy internet marketing instead of the legitimate business that you are.



7 5 Easy Steps Step 1 – Use our easy targeting tool to zero-in on exactly who you want to market to. This could be males, females, a certain age group, a certain geographic location, etc. It’s a really useful tool for reaching the correct customer for your business! Step 2 – Choose a beautiful pre-designed HTML template based on what industry you are in. Don’t see your industry? Not to worry! We have created an “Other Category” that allows all businesses to use! Step 3 – Customize your HTML with our “What You See Is What You Get” editor, which is just as simple as working in Microsoft Word. Here you can add images, your own content, your logo, coupon offers and links to your website into the ! Step 4 – Here you will have a final review of your campaign. You will also supply a “From” name, which could be something like “ABC Dealership” or “Mike’s Pizza” which will show up as who the is from. You will also supply a “subject line” and have the ability to send this to yourself so you can see how it looks in your inbox! Step 5 – Choose your quantity that you wish to send this campaign out to. You will have the ability to choose up to the amount available in our database after you used our targeting tool in Step 1. The minimum order is 1,000 s which is only $50. Now you are ready to Check out! Here you can enter in your payment information as well as any applicable Promo Codes. *Not all gas tanks qualify. Ex: My vehicle runs on garbage and old, unusable addresses that we remove from our database so you don’t market to them! Pricing Per Thousand s Consumer Database:$50 per thousand Automotive Database: $100 per thousand Business to Business Database: $130 per thousand


9 MARKETING GLOSSARY Below are common terms you will encounter in the process of designing and executing marketing campaigns. Above The Fold: The part of an message or webpage that is visible without scrolling. Material in this area is considered more valuable because a reader will see this first. Refers to a printing term for the top half of a newspaper above the fold. Unlike a newspaper, and Web page fold locations aren’t predictable. Your fold may be affected by the users’ preview pane, monitor size, monitor resolution any headers placed by programs such as Yahoo!, Gmail, etc. Alt Tags: These tags are the text that describes the image before it renders. Marketers find that replacing the functional description or file name of the image with a carefully chose description helps tell the story with images suppressed. For people with access issues such as the blind the tags are read aloud. Authentication: An automated process that verifies an sender’s identity. Bounce: A message that doesn’t get delivered promptly is said to have bounced. s can bounce for more than 30 reasons: the address is incorrect or has been closed; the recipients’ mailbox is full, the mail server is down, or the system detects spam or offensive content. See hard bounce and soft bounce. Bounce Rate: Number of hard/soft bounces divided by the number of s sent. This is an inexact number because some systems do not report back to the sender clearly or accurately. Broadcast: The process of sending the same message to multiple recipients. CAN-­SPAM: Popular name for the U.S. Law, which became effective 1/1/04, regulating commercial (Full Name: Controlling the Assault of Non-­‐Solicited Pornography and Marketing Act of 2003). The law establishes requirements for those who send with primary purpose of advertising or promoting.

10 MARKETING GLOSSARY (CONTD) Click-Through: When a hotlink is included in an , a click-through occurs when a recipient clicks on the link. Click Through Rate: The number of times all links in an were clicked compared to the total list size, represented as a percentage. To determine the click-through rate, divide the number of clicks by the number of s delivered and multiply this number by 100 to display as a percentage. Click to Open Rate: The number of times all links in an were clicked compared to the number of people who opened the , represented as a percentage. To determine the click to open rate, divide the number of clicks by the number of s opened and multiply this number by 100 to display as a percentage. Confirmed Opt-in: Inexact term that may refer to a double-opt-in subscription process or may refer to addresses which do not hard bounce back a welcome message. CPA: Cost Per Action. A method of paying for advertising, or calculating results from non-CPA marketing. CPM: Cost per thousand. Creative ( Marketing): Terminology used for copy and content of an . creative can be in many different formats including HTML, Text, Images, etc. Delivered Number of s sent minus the number of bounces and filtered messages. A highly inexact number because not all receiving ISP’s report accurately on which didn’t go through and why not. Delivery Tracking: The process of measuring delivery rates by format, ISP or other factors and delivery

11 MARKETING GLOSSARY (CONTD) Demographics: Data about the size and characteristics or an audience. ECOA: Change of Address. A service that tracks address changes and updates. Address: The combination of a unique username and a sender domain. The address requires both the user name and domain name. Authentication: Practice of validating that an sender is legitimate to cut down on spam and phishing scams. Client: The software recipients use to read , such as Outlook Express, Mac Mail or Lotus Notes. Filter: A software tool that categorizes, sorts or blocks incoming , based either on the sender, the header or message content. Filters may be applied at the recipient’s level, at the client, the ISP or a combination. Frequency: The intervals at which marketing efforts are repeated: Weekly, Bi-­Weekly, Monthly, Bi-­Monthly, etc. Marketing Campaign: Coordinated marketing messages delivered at intervals with a specific objective or goal. Newsletter: Content distributed to subscribers by , on a regular schedule. Content is seen as valued editorial in and of itself rather than primarily a commercial message with a sales offer. Vendor: Another name for an broadcast service provider, a company that sends bulk (volume) on behalf of their clients.

12 MARKETING GLOSSARY (CONTD) Geo Targeting: The ability to target new customers by geography such as city, state, country and zip code. Hard Bounce: A message that was sent to an invalid, closed or non-­existent account. Header: Routing and program data at the start of an message, including the sender’s name and address, originating server IP address, recipient IP address and any transfers in the process. IP Address: A unique number assigned to each device connected to the Internet. An IP address can be dynamic, meaning it changes each time an message or campaign goes out, or it can be static, meaning it does not change. Static IP addresses are best, because dynamic IP addresses often trigger spam filters. ISP: Internet Service Provider. Examples: AOL, Comcast, MSN, Earthlink Landing Page: A web page viewed after clicking on a link within an . Also may be called a microsite, splash page, bounce page or click page. List Rental: The process in which a publisher or advertiser pays a list owner to send it’s messages to that list. Usually involved the list owner sending the messages on the advertisers behalf. This is what UMail Portal does for its clients. We own a huge list, and we send messages to our members on behalf of our clients. *If a company is willing to hand their list over to you so you actually receive the addresses, this is highly illegal and you should proceed with caution if at all. Open Rate: The number of HTML message recipients who opened your mail, usually as a percentage of total s sent. The open rate is considered a key metric in the success of an campaign. Opt-­In: A specific, pro-­active, request by an individual recipient to have their own address placed on specific mailing lists.

13 MARKETING GLOSSARY (CONTD) Opt-­Out: A specific request to remove an address from a specific list or database. UMail Portal includes a link to opt out of receiving offers from the client we send on behalf of (i.e. Restaurants, Bars, Lawyers, etc.) and another link to opt out of the UMail Portal database completely. Pass-­Along: A recipient who got your message via forwarding from another subscriber. Personalization: A targeting method in which an message appears to have been created for a single recipient. Personalization techniques include adding the recipients name in the subject line or message body. Preview Pane: The window in an client that allows the user to scan the message for content without actually opening the message itself. Seed s: addresses placed on a list (sometimes secretly), to determine what messages are sent to the list and to track delivery rates and visual appearance of messages. Sender ID: The informal name for a new anti-­spam program combining two existing protocols. Sender Policy Framework and CalledID. SenderID authenticates senders and blocks forgeries and fake addresses. Shared Server: An server used by more than one company or sender. Share servers are less expensive because the broadcast vendor can spread the cost over more users. However, senders sharing a server risk having s blocked by major ISP’s if one of the other users does something to get the server’s IP address blacklisted. UMail Portal uses our OWN dedicated servers and do not participate in a shared server environment. Soft Bounce: sent to an active (live) address but which is turned away before being delivered. Often, the problem is temporary – the server shut down or the recipient’s mailbox is full. The is usually held at the recipient’s server and delivered later.

14 MARKETING GLOSSARY (CONTD) Spam: The popular name for unsolicited commercial . However, some recipients define spam as any they no longer want to receive. Subject Line: A sentence that identifies what an message is about, often designed to entice the recipient into opening the message. The subject line appears first in the recipients’ inbox, often next to the senders’ name or address. Subscribe: The process of joining an mailing list, either through an command, by filling out a web form, by filling a form offline or requesting to be added verbally. Unsubscribe: To remove oneself from an list, either via an ed command to the list server or by filling out a web form. Whitelist: Advanced-­authorized list of addresses, held by an ISP, subscriber or other service provider, which allows messages to be delivered regardless of spam filters.


16 INTRODUCTION TO DESIGNING HTML S This guide is for marketing agencies, designers or experienced HTML programmers that wish to Upload their own HTML to use when marketing with UMail Portal. If you are none of the above, we offer hundreds of template that are customized to specific industries and basic templates that you can customize without knowing HTML. Please visit for more information.

17 Let’s get started! Designing successful HTML Marketing Campaigns is dependent upon having a clear understanding of your marketing goals which will determine “who” you (or your clients if you are a marketing agency) would like to market to (males, females, a certain geographic area, etc.) and with “what” offer you’d like to market to them. Here are some examples: Acquiring New Customers Converting Potential Customers Into First Time Buyers Growing Current Customer Relationships Retaining Loyal Customers or Enhancing Customer Satisfaction and Loyalty Reactivating Lost or Lapsed Customers into Current Customers Once you goals are clearly defined, the marketing campaign can be designed to target a specific audience with relevant messaging. This HTML Creative Design Field Guide includes the features to enhance communication, the Do’s and Don’ts for designing and coding HTML , and the guidelines for copy and creative.

18 CONTENT GUIDELINES Keep content of HTML s short and to the point. You have a short time frame to capture a potential customer’s attention. Engage interest with short, easy-­to-­read, relevant content Using bullets is a good way to call attention to important details. But don’t use images as bullets in unordered lists (UL). Avoid Spam Filter words and phrases. See Our “Guide To Not Get Trapped” for more details. Subject Lines: The first point of contact with a potential customer is the subject line. This also creates the initial impression about your business or event or offer you are promoting. The goal of the subject line is to convince the recipient to open and read your message. The subject line should be a maximum of 8-­10 words to get immediate attention The average viewer can display 60 characters in the subject line before it gets cut off. recommends keeping subject lines under 50 Characters or greater than 72 Characters and refrain from using punctuation (especially exclamation points and question marks) Headlines: Headlines appear at the top of the message just under the subject line. Headlines should contain the offer, savings or promotional message you are marketing. Body Content: Restate the offer(s) from the headline at the top of the body content Include 1-­2 short paragraphs with details of the marketing offer and a brief company description when applicable. Convey benefits to the customer Call to Action: Include a strong call to action that tells the recipient of the what you want them to do (i.e. sign up, join, buy, attend, etc.) Address: The DMA (Direct Marketing Association) Best Practices and the CAN SPAM Act require the physical address and phone number of the sender of the message to be included at the bottom of the .

19 The Bottom Line: Create an with content and offers that you would enjoy receiving yourself. Ask yourself if you would open the , if you would read the and more importantly, would you act on the marketing offer being presented.

20 CREATIVE GUIDELINES Design for Quick Viewing: Keep layout about the fold – 250 to 300 pixels Design as a half-­page rather than a full-­page ad. Do not force the recipient to scroll. Create the HTML in an HTML editor in Plain HTML. Do not use MS Word, Layers, CSS, PageMaker or Dreamweaver. Use of Graphics: Use bold graphics and design. Lifestyle Graphics work best. When using images, use ALT tags as a component of tag. This will ensure copy shows up in place of the image for those recipients who have their image reader turned off or the reader is set to off by default. We do not recommend the use of forms, flash, animated GIF’s, nested background colors, background images in DIV tags or TABLE cells. We do ot recommend embedded images. Avoid the temptation to build your s using only images. Try to keep a 60 (text) to 40 (image) ratio on your s. Optimize your HTML Creative: Try to keep the entire HTML and graphics must be under 50kb in weight (HTML 10kb or less and images 40kb or less). Save graphics with large blocks of flat color or plain text as GIFs. If the layout is one large graphic, slice into smaller pieces and spread throughout . Design Format: Do not use Cascading Style Sheets (CSS) or Javascript! Include your logo at the top to attract attention and quickly promote your company. Test your design in a preview pane, full screen and with images turned on/off.

21 CREATIVE DO’S AND DON’TS Here is a list of Creative Do’s: Create the HTML in an HTML editor, in Plain HTML Use ALT tags in the HTML code for each image used in the HTML design. Use headers, especially when featuring a brand or logo. Get important messaging above the fold so it is viewed within the preview pane. Clearly identify the call to action that you want the recipient to take. Make the hyperlink prominently displayed and in multiple locations if the purpse is the drive customers to your website. Use bullets as a good way to call attention to important details. Save graphics with large blocks of flat color or plain text as GIFs. Use a colored background behind a small but important part of the message to distinguish it. Use a signature graphic, to make the appear more personal. Ensure that the entire HTML including graphics is under 50k in weight. Use fonts that are universal on the internet such as Arial, Verdana, Tahoma, or Times New Roman. Any other fonts will resort to a default font if the recipient doesn’t have it installed on their computer. Minimize the number of fonts, sizes, and colors used in the design for easy flow and professional look. Minimize graphics and images to logos, photos of products or situational photos that support the message visually. Include a re-direct to the creative as a viewing work around. i.e. If you are having trouble viewing this with images, click here. Place at the top of the HTML creative. Ensure that the physical mailing address and phone number of the sender are included at the bottom of the creative as required by the DMA Best Practices and CAN SPAM Act. Keep the length of the short, concise, and about one page maximum in length. Newsletters may be slightly longer, but the further details of the message should be left on the hyperlinked- landing page. Include a landing page where responders go after they click through from an . Keep the subject line less than 50 characters or greater than 72 characters.

22 CREATIVE DO’S AND DON’TS (CONTD) Here is a list of Creative Do’s: Don’t use Microsoft Word, Layers, CSS, Pagemaker, Javascript or Dreamweaver. Don’t use forms, flash, animated GIFs, nested background colors, background images in DIV tags or TABLE cells. Don’t use embedded images. Don’t use images as bullets in unordered lists (UL). Don’t make the layout one large graphic, instead slice it into several pieces and optimize each piece. Don’t use white (#FFFFFF) text. Spam Filters hate white text.

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