Handyman Email Marketing – Emailing Your Database
Emailing your database. I do a lot of email. A couple of my major businesses, which I’ve talked about before, national lead generation type businesses, we primarily focused on emailing. For my local business, I do physical newsletters. For the national ones, I was not mailing around the country, we were primarily using email. I know quite a bit about doing email; I’ve done a lot of emailing over the years. So I’m going to give you some tips and try to keep you out of trouble and tell you the stuff that works and some of the stuff that doesn’t work.
First thing I want to warn you about: don’t ever use your regular email account to send out email to more than a couple of people. If you’re doing email to you and your buddy, you can go ahead and use the To field and the BCC field and the CC field – BCC stands for blind carbon copy, CC stands for carbon copy. You can use that to send out emails to you and a friend, but don’t ever use it to send out to a list of clients. Really bad form. I see people do it all the time and their email accounts get shut down. People flag emails and mark them as spam and your deliverability goes way down. It is just a really bad idea on so many levels including the fact that it’s probably against the law because you’re probably not complying with the spam laws. So do not use your regular email account. I’m going to tell you exactly what to use – a professional email broadcast service.
My recommendation of these guys changes over time as I find out that they’re not doing things right or they are doing things right or they fix things, for the most up-to-date recommendations as to what email broadcast service I recommend go to LearnToBeRich.com and there’s a link on the right hand side that says downloads. You want to click on that or it could be LearnToBeRich.com/downloads/. If you go there, I have a free special report. You just click on it, check out, you don’t have to put any payment information or anything. It’s free. I will have a list of the recommended email broadcast service providers that you can use.
Some of the broadcast service providers are going to cost you $10-$20 a month in order to have depending on your list size. Some of them actually have a free program for a certain number of subscribers whether that’s 100 subscribers or 500 subscribers. Or it’s free for the first 60 days or something like that. I’ll go through some of those different options with you in my recommendation sheet.
You definitely do not want to use your email account. You want to use a professional email broadcast service.
A couple other things when you’re emailing your database, make sure you have a valid return email address. If you think you’re going to get around some of these rules by using a fake email address or even not putting your real mailing address in the letter, you’re going to get in trouble. That is one of the things that is explicitly against the law. You’re not going to want to do that. Make sure you have your valid email address where if somebody hit reply to you it would go to you and you could read their response. A lot of times they’re going to try and email you and say remove me from your list or I’d rather not receive this anymore or please take me off. That way you can remove them from that list if they don’t want to be contacted by you anymore. You don’t want to waste your time and effort on people that don’t want to hear from you. Just remove them; don’t even reply and tell them they’re removed; just remove them.
You need to have a valid mailing address in every email. A lot of people I see break this rule all the time, but it is part of the law. You need to have a valid mailing address – your physical mailing address in every single email you send out for commercial reasons. At the bottom of the email, you’ll want to put that in there. The professional email broadcast service will make sure you’re doing all this. They’re going to make sure you have a valid return email address; they’re going to make sure that you have a valid mailing address and that’s at the bottom. And they’re going to make sure you have an opt out mechanism which is the third thing I’m going to recommend you have and that is a way to get someone of your list if they don’t want to be on there. You need to comply with their request to be removed. You need to have a way for them to get off and you need to comply with all of their requests.
What’s great about most of these professional email broadcast services, and I can’t think of an exception, is that they will automatically put on the bottom of every one of your emails a link that allows someone to remove themselves from your list if they don’t want to receive it anymore – so that you have no personal interaction with it. You don’t have to go manually updated anything; you don’t have to fix it. They’ll do all that for you if someone clicks on that link and they’ve removed them self. They’re only able to remove that one person; they’re not able to remove 30 other guys. They can just remove them self. They will have that on there and be able to do that.
Basically you want to have the opt-out mechanism, a valid mailing address and a return email. And all of the broadcast services will have that for you. If you’re going to use your regular email address, please don’t do that, but a lot of people miss at least two of the three of those things. They don’t include their valid mailing address and they don’t include an opt-out mechanism in the email. There’s other reasons not to use your regular email address including being shut down for sending out commercial emails and a variety of other reasons.
Until my next post,
James
P.S. Set your handyman business marketing on auto pilot with “The World’s Greatest Handyman Marketing Course”.
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