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

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

3. Page 3 | VerticalResponse, Inc. The Email “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

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

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

6. How Email 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.

7. 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.

8. What is CAN-SPAM? Bans False header information Domain name must be accurate Email 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.

9. 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.

10. 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 email 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.

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

12. 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 emails Give Then What You Promised Relevant content Frequency – at least once a month No purchased or rented lists Constant process Page 12 | VerticalResponse, Inc.

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

14. 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 email address for customers and prospects contacting your business via phone / email. Page 14 | VerticalResponse, Inc.

15. Things to Avoid in An Email 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 email Like Oprah, Free, any kind of medication, pornography, Work From Home Keep HTML clean – Close all tags Use tags Make sure your email is a balance of text and images Single image emails go to spam Know where your links go – Always link to reputable sites Page 15 | VerticalResponse, Inc.

16. Resources & Links - Visit the VR Lounge ! How to Do Everything http://help.verticalresponse.com/ VR Marketing Lounge http://lounge.verticalresponse.com VR Marketing Blog – List Building http://blog.verticalresponse.com/verticalresponse_blog/building_an _email_list/ http://blog.verticalresponse.com/verticalresponse_blog/building_an _email_list/

17. Q & A