Technology

BY PAMELA BIR

Are You a Spammer?

Pamela Bir Look closely in your mirror. There! Do you see a spammer?

Most of us think of spammers as nerdy 20-something males with no social skills or life beyond their computers. Frequently we are right. However, there is a more frightening image that we each need to consider. As Pogo said, "We have met the enemy and he is us." Yes, you may be a spammer. Let's look carefully at your practices and behaviors.

Occasionally you can get your hands on a list of new contacts that includes e-mail addresses. Eureka! How do you use that information?

Let's start with what you don't do. After the CAN-SPAM Act, signed into law in 2003 by President Bush, it became illegal to e-mail people without their permission. So just because you have an e-mail address doesn't mean you can send messages. You must have clear permission to send messages. For example, you're doing business with the person, they've dropped their card in your bowl at a trade show, or they've given you a business card with permission to use the info. (Picking up business cards at a networking event from all the tables isn't getting permission.) Joining an organization such as the International Interior Design Association (IIDA), Construction Specifications Institute (CSI) or another professional affiliation isn't getting permission.

Stop for a moment and put yourself in the recipient's shoes. How happy would you be about getting an e-mail from someone that you've never met just because they joined a group? Not!

Broadcast e-mails are a great tool to build relationships. But you have to have the relationship to build. You're much better off sending to a small group of people who really care about reading your message than sending to a large group who don't know who you are.

Use the lists wisely. Make a plan to call five people on the list each day and introduce yourself. Ask if you can include them on the list for your monthly newsletter or use their addresses for regular mailings of literature. The literature should encourage them to visit your Web site and to opt in for your newsletter. Make a plan to introduce yourself to five new people at each event. When they hand you their card, tell them you want to add them to your monthly newsletter list. They can say "No, thank you" if they so desire.

You can send a message to people and ask them if you may add them to your list. It is not legal to put someone on your list while thinking, "They can opt out if they don't want to get the e-mails." Make the message very personal: "I met you at wherever. I'd like to add you to my e-mail list to send you some educational articles about your service/product. If you prefer not to receive e-mails, just reply and let me know. We offer this as a value-added service."

Other Ways to Build Your E-Mail List

It is very important to assure people that you will use the list for business purposes only. Never sell your list or share it with other companies. Don't use the business list to fundraise, even for your child's school fundraiser. This is a business list — period.

Every person who calls you as a prospect or new client should be asked for their e-mail address and permission to e-mail.
Carry a sign-up book to all events (chamber mixers, trade shows, association meetings). Offer it to people you meet and ask them to sign up. They can then give you a business card to save all that writing time.
Have a contest. Use a postcard mailing to promote a drawing for a gift. Each new person who opts in on your e-mail list goes into the drawing.
Ask people currently on your list for the e-mails of people they know who would be interested. Note: You can't offer them a prize for the e-mails they give you. That's not legal. But you can certainly ask, "Who else at your company is involved with purchasing? I'd like to include them on our newsletter list."
Every e-mail you send should have the option to "Forward This E-Mail" so people can share your message easily. A good service provider lets you track forwarded e-mails.
Add an opt-in link to your e-mail signature. Then every message you send becomes a list-building tool.

The Bottom Line

Spam is any e-mail we receive that we didn't want. We decide what is spam. This could include Aunt Esther's 10 million "feel good" messages, weekly e-mails from a store that we shop at quarterly, and e-mails from people and companies whom we've never met or contacted.

Getting the e-mail list is important, but it is more important to write a targeted message that the recipients want to read. Weekly sales promotions may be out of line. Educational articles will be appreciated the most.

Traffic reports are crucial to successful e-mail marketing. They will show you which newsletters had the highest open rates, which links to your Web site drew the most attention and what are the most opportune times to send messages. Your e-mail service provider should give you the means to collect "opt out" reasons. The feedback will guide you.

Want to know more? Below are some excellent articles from leading e-mail service provider Constant Contact. They are published on my Web site; search the category "E-Mail Marketing." You can also call me for assistance.

"10 Tips for Getting and Keeping Permission"
"Permission: How to Do the Right Thing"
"Building Your E-Mail List"
"List Building: Basics and Beyond"
"CAN-SPAM Act of 2003"

Pamela Bir is president of Your Computer Lady, Inc., a firm that provides computer support including marketing literature, e-mail marketing, Web site design and maintenance, PowerPoint presentations and more. Visit www.YourComputerLady.com or email Pamela@YourComputerLady.com.