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Article - The REAL Death Of Email Marketing
The REAL Death Of Email Marketing
Copyright 2009 by Willie Crawford

For online marketers who have been around for a while, it's
no secret that email marketing "is not what it use to be!"

For many online marketers, conversions rates are a mere
fraction of what they use to be. At the same time, there
are a few marketers that I've chatted with who have
experienced no significant drop in conversions. These are
all marketers who have built incredible subscriber loyalty
over the years.

For many online marketers, the biggest problem is email
deliverability. Their email is simply not getting through.
Email is being filtered so heavily today that often less
than 20% of a large ezine mailing gets delivered.

There are things you can do to improve your email
deliverability, such as run it through a spam checker
prior to sending it out.  Top mailing list management
systems, such as http://ProfitAutomation.com , have built
in systems that allow you to grade an email against the
Spam Assassin database prior to sending it. If your email
scores higher than a 2, I personally would revise it to
lower the score.

I’ve talked to friends over a year ago, who often confided in
me that they sometimes sent out emails and got absolutely NO
response. They wondered if anyone even received the emails
or read them.

Many savvy marketers also realized that a business totally
dependent upon email was not a very solid business. They
realized that what they really needed was a database that
contained not only names and email addresses, but physical
mailing addresses. That way, if something dramatic ever
did happen in the world of email, they could just shift
their marketing to direct mail, and still be in business.
This is one of the reasons that you started seeing some
online marketers offering loss leaders on CD or DVD. It
gave them the perfect tool (excuse) to build out their
databases.  They knew that email could someday  go
the way of fax broadcasts.

Some of my in-the-know friends have also shared with me
that many ISP's now monitor things such as email delivery
rates, bounce rates, and open rates. They use readily
available data, and if a given ISP or third party list
host had a dismal record, they may block ALL email from
that source.

That's pretty scary. I was also told that a few well-known
list management providers were having emails coming off
their servers BLOCKED, or "black holed."

If ISPs are tapping into database that reveal which mail
servers send out a lot of mail that has very low
open rates, for example, and blocking email from those
servers, that does very well spell the slow death of
some email marketers... unless they move their list to
other platforms.

Ok, so I just painted a pretty dismal picture for some
marketers.

When I was in the military, my bosses always told me
that they wanted the truth from me. They insisted that
I not "sugar-coat" the facts. However, they also told me
not to bring them problems, without also bringing them
viable solutions.

Solutions to the email deliverability issue are out there.
For example, paid "sender verification" is one that is
often suggested.

One that I've looked at many times over the years is
some type of direct-to-desktop solution. That's one where
your subscribers install tools that allow your communications
to tap into technologies not even dependent upon email.

The objection always brought up when discussing direct-to-
desktop applications, is that there's only so much desktop
real-estate, so a person can only subscribe to so many
of these independent channels.

Another solution that I like very much is building
your list on a hosted platform, so that communications
take place within the system.

A good example of this can be seen on the social
networking site Sokule, pronounced "so cool."  The
Sokule community is built on a platform that looks and
feels a lot like Twitter, except that it's built for
marketers, so you are encouraged to market on the
platform.  In fact, there are several built-in features
that allow members to monetize their community
membership.

While members of many social networking communities tend
to de-emphasize getting lots of followers, Sokule is
different. Sokule seems to encourage you to get as many
followers (called "trackers") as you can in two ways:

1) They have a quasi-currency, called "sokens" that
you can offer to other members to reward them for
following you.  You earn these sokens, and then you offer
them to community members as a reward for following you.
In a way, you can buy followers.

2) They allow upgraded members to direct message ALL of
their followers a maximum of once every three day.  That
means that in a very real way, when you build a following
on Sokule, you ARE building a list.

When you set up your Sokule account, you enter three of
your areas of interest. This allows others to search the
database for members with like interest, whom they can
then track (follow).  In theory, this means that when
you send out a direct message, your message should be
going to people interested in the same topic.

Just as with an email list, you need to respect your
trackers on Sokule, and provide genuine value to the
relationship. 

To check out Sokule, visit my profile page at:
http://Sokule.com/postit/williec

There you can see how you can personalize your profile
and monetize it.  The links that you'll notice on
the left side of the page are to five of my pet websites.
There are also links on the left side of the page that
promote Clickbank products. Those links are coded with
MY Clickbank ID.

My old military bosses would be proud of me today.
Yes, I came bearing bad news. Email marketing as it
once was is dying an agonizing death. However, I also
did as my old bosses taught me and presented you
with a viable, proven solution.

In future articles, I’ll share with you some more
solutions to "the email problem." For now, check out
Sokule. Sign up for a free account and take it for
a test drive. It's quicker to do that at:"
http://Sokule.com/williec ; The key to survival in
business, just as it was for me in the  military is
to be aware of and adapt to changing circumstances.
That's something you're now ready to do.

-----------------------------------------

Willie Crawford has been marketing online for 13 years, and
used article marketing most of that time (writing over 1500
articles).  His favorite tools for automatically distributing
his articles, videos, podcasts, and press releases is the
automated submission site:  http://EasyPushButtonTraffic.com



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