How To Make Marketing Work for Your Small Business or Non-Profit Presented by Milton Zlotnick SCORE Counselors to America’s Small Business Chapter 476 Staten Island, New York

CAN-SPAM Act of 2003 CAN-SPAM is an opt-out law  Prohibits fraudulent or deceptive subject lines, headers, return addresses, etc.  Makes it illegal to send s to addresses harvested from websites.  Criminalizes sending sexually-oriented s without clear markings.  Have a working unsubscribe system that makes it easy for recipients to unsubscribe opt out of  Requires most ers to include their postal mailing address in the message.  Implicates not only spammers, but those who procure their services.

CAN-SPAM Act of 2003 The new federal law will require businesses to stop sending s to those who request to be removed from a list. The new legislation directs the FTC to investigate a "Do-Not- " list approach Make sure your unsubscribe system works Contact the Federal Trade Commission and your State Attorney General to make sure you comply with this new law.

What is marketing? marketing is all about communication. It is about starting a dialog and creating good customer relationships. marketing can be a promotion, newsletter, announcement, holiday greeting etc.

Why is marketing important? PERMISSION BASED Fastest way to communicate with customers. Cheapest – Cost Effective Higher response rates than both banner ads and direct mail Measurable, Brings immediate results.

Who should be using marketing ? Any business that wants to communicate and develop relationships with prospects and customers. Outside Service companies, I.e CONSTANTCONTACT.COM Make it easy and affordable to manage. They can create, deliver and measure the results of marketing campaigns.

Why Use an Marketing Service Company Avoids exposing entire list. Avoids ISP Restrictions appearing as SPAM. Manages new subscribes, un- subscribes and bouncebacks Creates and delivers your in the correct format. Provides reports and statistics

What types of marketing are there? What types of marketing are there? marketing to your own permission-based list. marketing to reputable opt-in rental lists. Opt-in rental lists - use a reputable list vendor and expect to pay between.15 cents and.40 cents per name.

What is the difference between e- mail promotion and newsletters? Use a promotion to:  Help you get your share of holiday business  Boost sales, appointments or traffic in otherwise slow months  Promote your brand  Clear space for new stock  Move excess inventory  Get your name in front of a new or existing customer  Or, reward your most loyal customers

What is the difference between e- mail promotion and newsletters? Use a newsletter to:  Build relationships with your customers and prospects  Position your company as a valuable resource  Obtain and retain the mind share of your customers  Educate and inform your customers  Build your credibility over time  Widen your audience via "word-of-mouth" Begin a dialog with your readers by asking for reader feedback.

What encourages people to read your newsletters and promotional mailings? What encourages people to read your newsletters and promotional mailings?  I dentify yourself and remind them that they opted in to receive the mail. o Be relevant  Be concise  Be easy to read (check spelling, grammar etc.) Offer value - Add images, links and colors to make your communication look compelling and professional.

Final Advice Make sure that your promotional offers are compelling. Make sure your newsletters and announcements significant and newsworthy. Increase your response rates by incorporating call(s)-to-action (links to click, phone numbers to call, store/office locations to visit)