Welcome to PROFIT MAKER MAY 1ST 2004 issue
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{ARTICLE 1.}
The Lowdown: How To Create And Send HTML Email
Copyright 2004 Steve Shaw
I am frequently asked how to create and send HTML email,
usually with regard to how to broadcast it to a mailing
list. This article presents the various options available
to you.
How to create HTML email:
Creating the content of an HTML email is very similar to
how you would create a basic web page. Just use your normal
web page editor, such as FrontPage or Dreamweaver (or even
Notepad can be used, in conjunction with a browser to
preview the code), and construct a web page in the normal
way, saving it as an .html or .htm file.
You may consider creating an HTML email template that you
can use as a basis for all your future HTML emails. If so,
once you're happy with the basic look, save it and then
just open and re-edit for your future emails.
There is an important difference that you need to remember
between writing HTML for your web site, and writing HTML
for email.
All the URLs in your code need to be absolute, rather than
relative, for all links and images, eg.
http://www.yourdomain.com/image.gif, rather than something
like just image.gif. This also means of course that any
images used in your HTML email need to be stored on a web
server, the same as when you use images on a web site.
How to send HTML email:
To send the HTML email to an individual, such as to
yourself in order to check on its appearance, you can open
the web page (i.e. the HTML email) you have created in the
latest version of IE (File -> Open...), and then click File
-> Send.
However, if you're creating HTML email for use in email
marketing, you will normally want to use a completely
different tool in order to send it to numerous recipients.
There are two main options to enable you to send email to a
mailing list - you can either use some special software on
your own computer; or use a web-based solution, either on
your own web site, or via a service run by a third party.
If you are looking for software, you can find a variety of
solutions by going to somewhere like download.com, and
searching for 'send email'.
You can also install some software onto your own web site,
which can give you more control but also gives you all the
responsibility for maintenance of the software/script if
things go wrong.
However, I personally have a preference for using a
third-party web-based service when sending out my
newsletter. For one, it means my broadcasts are not reliant
on my own Internet connection or PC, and it also let's
someone else take care of delivering my messages to several
thousand recipients.
There are literally hundreds of third-party web-based
services available, all varying widely in quality and ease
of use, and suiting different budgets and email
requirements. One of the best ways to do your research on
this is to check out your competitors or your favourite
newsletters and ezines, and, if they send out HTML email,
find out what service they use. Often the unsubscribe link,
that should be at the bottom of their messages, will point
towards the relevant web site.
(HINT: By signing up to my own newsletter at
http://takanomi.com/newsletter, you will be able to find
out which service I personally use.)
Finally, and importantly, should you send out HTML email?
It entirely depends on the preferences of your own list.
But, in general, look towards big business. Most big
businesses tend to send out HTML email, and there's only
going to be one main reason for that - response rates. But
you do need to ensure that your HTML email is professional,
easy to read, and has an attractive layout.
----------------------------------------------------
Steve Shaw creates systems and software for effective
e-marketing. His powerful PopUpMaster Pro software creates
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{ARTICLE 2.}
How to Win the Advertising and Promotion Game
Copyright 2004 Stone Evans
I am certain that, as a business owner, you have often
entertained the question as to how much to spend and where
to spend your advertising dollars. For most small business
owners, these questions can add to the headaches suffered
in the course of normal everyday operations of their
business.
THERE ARE NO SIMPLE ANSWERS
The how much to spend and where to spend it questions have
no easy answers.
Depending on your type of business, many people suggest
that the *how much* should be equal to anywhere from 4% to
10% of your gross receipts.
The quandary is that a business cannot survive without a
fresh flow of incoming customers. But, a business can
seldom generate a fresh stream of customers without
spending money to get the word out about their business.
THE CHALLENGE OF DEVELOPING EFFECTIVE ADVERTISING
Have you ever paid for advertising and sat back to await
the fresh flow of customers, only to find yourself sitting
and sitting and then sitting some more?
Don’t feel bad about that. It has happened to many of us
before.
See, knowing where to spend the advertising money is not
enough to get the job done.
Where to spend the money only begins to highlight the other
issues connected with advertising:
· Marketing Plan
· Advertising Strategy
· Headlines, Ad Copy and Visual Presentation
· Tracking the Success of Your Advertising Campaigns
THE MARKETING PLAN
The Marketing Plan is used primarily to identify your own
products and services, costs, strengths, weaknesses and the
strengths and weaknesses of your competitors.
To learn more about constructing your own marketing plan,
visit the Small Business Administration website for a
comprehensive study of the elements of a Marketing Plan:
http://www.home-business.com/nav/articles/links/sba_plan.htm
l
ADVERTISING STRATEGY
It is important to understand what you expect to gain from
your advertising.
Do you simply wish to get your name known so that when your
customer will need you, they will think of you first? Or,
do you wish to get your customers in your front door on
Saturday?
Do you want your customers to come in and take a look
around to discover the next object that they cannot live
without? Or, do you want them to come in and buy a specific
widget?
Do you hope that enough people will come in to buy enough
products or services to pay for your single ad? Or, do you
expect to gain a lifelong customer who will help pay for
your advertising over the course of several years?
When you know what you want, then you will better
understand just how to do it.
HEADLINES, AD COPY AND VISUAL PRESENTATION
You might be surprised how many business owners put out
advertising without regard for the quality of the sales
pitch or presentation. The quality of your distribution
outlet or the amount of money you spent to get there will
do little for you if the advertising vehicle is a junker.
Test all of your advertising materials in smaller markets
before blowing your advertising bank roll on it. You must
absolutely know the value of your advertising before
putting large sums of money behind it.
TRACKING THE SUCCESS OF YOUR ADVERTISING CAMPAIGNS
Tell your customers to save another 10% when they tell you
they heard or saw your ad in such-and-such location.
Suggest that they can register to win a free widget if they
fill out a form and have them to tell you how they heard of
your business. Advertise a specific widget in your ad and
track the sales of that widget.
It does not matter how you track your advertising --- just
make sure you do it!
IN SUMMARY
The ideal way to spend your advertising budget is to buy a
rifle with a high-powered scope and to only shoot your
targets in the light of day.
If you are not tracking your advertising, then you are
shooting a pellet gun without an attached scope, with
blinders on, and shooting in the dead darkness of night.
Even with a bigger gun, the blinders in the dark constitute
the single largest mistake made by advertisers. If you are
unable to track your advertising to learn what is working
well, what is working somewhat, and what is a money pit,
then you are condemned to repeat your mistakes over and
again.
By relying only on gut instinct, you may be choosing to
spend more money in the money pit and to lose all of your
money in the process.
When you get down to the nuts and bolts of making money
from your advertising, you should plan, prepare, track and
study your results. You must have factual information on
which to base your advertising decisions. When you are
making the right advertising decisions, then making money
from your business might just come easy.
----------------------------------------------------
Stone Evans owns the Home Business Resource Directory where
you can find everything you'll ever need to start, run and
grow a
home based business at: http://www.Home-Business.com
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{Disclaimer:}
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Legal disclaimer
Note: RCL's Biz Op Express makes no guarantees on ANY program or subscriber ads.
I encourage you to use your own good judgment and seek any legal
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Never invest more money than you can afford!
AdditionalDisclaimer:This information is NOT intended to replace your guidance
from The Federal Trade Commission. Any and ALL Tips on
Friendly Ad Copy, will be based on the FTC website
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Rely on them for accuracy and assistance. We do. The sole
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