How to Get Permission and Avoid Being Spam Jill Bastian Training and Education Manager

Agenda A little about delivery The CAN SPAM law List building the right way tips Page 2 | VerticalResponse, Inc.

Page 3 | VerticalResponse, Inc. The “Gates” - How mail is delivered. Gate #1 - The ISP AOL, Yahoo,Comcast etc. Gate #2 - The Corporate Domain IBM.com, Citrix.com, Apple.com, etc. Gate #3 - The Recipient’s Inbox Spam folders and filters

How is Delivered Gate #1 - The ISP Yahoo, Comcast, AOL, etc. Avoid Complaints Keep your list clean Get Whitelisted! Page 4 | VerticalResponse, Inc.

How is Delivered Gate #2 - The Corporate Domain In-house spam filters. Outsourced blacklists. Same rules as with ISPs - Avoid Complaints! Page 5 | VerticalResponse, Inc.

How is Delivered Gate #3 - The Recipient’s Inbox Use Proper HTML Avoid SPAM words/tricks Get into the Address Book Stay Relevant As always, avoid complaints! Page 6 | VerticalResponse, Inc.

What is CAN SPAM CAN SPAM is a law that was passed in 2003 to try to help stop spam in the US. The acronym stands for: C ontrolling the A ssault of N on- S olicited P ornography A nd M arketing Act of 2003 Page 7 | VerticalResponse, Inc.

What is CAN-SPAM? Bans False header information Domain name must be accurate address from the actual sender From label - Must be "From" who the recipient has the relationship with Bans deceptive subject lines - must relate to the content Page 8 | VerticalResponse, Inc.

What is CAN-SPAM? Requires working opt-out method. Must remove address within 10 days. Opt-out method must be active for 30 days. Requires the sender postal address. Non-compliance could subject you to fines. Page 9 | VerticalResponse, Inc.

Page 10 | VerticalResponse, Inc. VerticalResponse Anti-Spam Policy No purchased, rented, harvested or otherwise third party mailing lists. Clients can only mail to people who have specifically requested info from or about their company. Good - Opt-in Form on website, Customers, sign-up at a tradeshow booth, request over the phone. Bad or Questionable - Contact Us form on website, tradeshow attendee list, list provided by an affiliate or partner, purchased / rented / borrowed list.

Build and Keep a Great Reputation Your list should be Opt-in, not Opt-out Send regularly, at least once per month Brand your s properly Keep your list clean Keep your s relevant Page 11 | VerticalResponse, Inc.

Building Your Mailing List Quality Lists are NOT built in a Day! Leverage existing network Customers past/current Build & Grow Sign up form on Website/Blog Add Sign Up form to your Facebook Fan Page Forward to a Friend Link in s Give Then What You Promised Relevant content Frequency – at least once a month No purchased or rented lists Constant process Page 12 | VerticalResponse, Inc.

Online Methods Facebook – Post a newsletter opt-in form on your Facebook Fan Page Twitter – Tweet to your followers to join your list, offer only deals Post Your Subject Line with a link to the hosted version of your Page 13 | VerticalResponse, Inc.

Offline Methods Tradeshows - Scan badges and collect business cards “Traditional” Mediums - Direct mail, print and radio Brick & Mortar Options - Kiosk in your retail location, newsletter subscription during checkout or the fishbowl technique. Customer Support - Get an address for customers and prospects contacting your business via phone / . Page 14 | VerticalResponse, Inc.

Things to Avoid in An Avoid ‘Spam’ techniques in the subject line Free FREE F*R*E*E Don’t abuse punctuation!!! No Excessive CAPITALIZATION Avoid ‘Dirty Words’ in subject line and body of Like Oprah, Free, any kind of medication, pornography, Work From Home Keep HTML clean – Close all tags Use tags Make sure your is a balance of text and images Single image s go to spam Know where your links go – Always link to reputable sites Page 15 | VerticalResponse, Inc.

Resources & Links - Visit the VR Lounge ! How to Do Everything VR Marketing Lounge VR Marketing Blog – List Building _ _list/ _ _list/

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