E-Newsletters

E-NewsletterThere is a truth that is so obvious that it is often overlooked—E-Newsletters are, first and foremost, NEWS letters. Their main intent should be to be a Communication Tool first, a Branding Tool second, and an Income Generator last, and then only occasionally!  Far too often this fact is over-looked, and E-Newsletters have a mishmash of goals, none of which seem to get accomplished.  This is something that an email marketing specialist is aware of and keeps in mind when dealing with their clients.

Email marketing experts know that the very best E-Newsletters tend to cover a lot of topics; that “Content is King” so you need lots ofquality content and that the “delivery schedule” is vital – you need to sent it out the same day each time (third Monday of the month, for example). The E-Newsletter should include several main Articles, numerous “Tips & Tidbits” and often a Monthly Schedule/ Calendar. When drafted properly, with engaging text, not only will the E-Newsletter not be deleted before it is opened, it will actually be looked forward to by all those who receive it!  To demonstrate this, let’s use a Sporting Goods Store for our example.

The main articles may, or may not, be about your company per se.  Rather, they might be about important issues in your field.  For example, you might include an article about projected new hunting or fishing laws in the state, or even information on a particular species.  The more information you make available the better.

In regard to “Tips & Tidbits,” you might tell recipients which ponds and lakes are scheduled to be stocked, or what flies work especially well during a particular time of the month.  We would suggest that you keep your tipsgermane to the topics associated with area of expertise.  However, “The Five Best Restaurants to have Breakfast in before 6 am” might be a tip that sportsman would find most useful!

The Monthly Schedule/Calendar probably should include special events you are planning, such as one-day salesor “How to” classes.  Again, it can also reflect things that would be of interest to your recipients and germane toyour business, including some of the things you might be including in your “Tips & Tidbits.”

When drafting your E-Newsletter it should be remembered that this tool allows you to let people know who you are, and what you are passionate about! It should, obviously, revolve around your business and area of expertise. It is also a wonderful way to highlight some of your Key Personnel and to honor some of your Major Clients!

As newspapers often have ads, it is acceptable for our Newsletters to have “Sidebar Ads” offering Discounts and other Special Offers. Another acceptable ploy is to include a “Click Here” button after an article that will take the reader to a Selling Page.  For example, if you feature an article about Fly Tying, you can have your readers click through to where they can sign up for a class on Tying Flies.

Again, in a nutshell, an E-Newsletter is a “Letter of News.” It allows you to share with others what’s new in your business or group, and, for the most part, allows the reader to absorb information rather than take action. That does not mean, however, that it can’t be a Marketing Tool. To make your E-Newsletters as effective as possible it would, no doubt, behoove you to contact an email marketing firm sooner rather than later!

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15 Easy Internet Steps To Get More Visitors To Your Church

Church MarketingThere is, without a doubt, nary a pastor or church in the country that doesn’t want to get more visitors to come to their church.  With a pure heart and a message to share, their intent is to provide for those visitors programs and services that will enhance and improve their life style.  As the 21st Century dawns it has become obvious to email marketing specialists that the Internet is a wonderful way for churches to evangelize and make themselves known to a lost world.  Randall Mains, Founder and CEO of PATHMAKER  MARKETING LLC, one of the premier e-mail marketing professionals in the country, agrees that the following steps are an easy way to inform prospective visitors about your church and what it has to offer.

  1.  Launch Google Ad Words – – Target Geographically.
  2. Get your CHURCH found on Google by claiming your Google Place.
  3. Get your members to give your positive reviews on Google Places.
  4. Claim your Bing Listing.
  5. Claim your Yahoo Listing.
  6. Launch Facebook Ads – Target Demographically.
  7. O[pen a Facebook Page for your church.
  8. Get listed in the top 40 directories in your community.
  9. Get an account in Linkedin, the Top business directory.
  10. Get an account in the other top 9 business directories.
  11. Get a twitter account for your church.
  12. Get a flickr account.
  13. Open a channel in Youtube.
  14. Open a channel in Vimeo.
  15. Open up blog accounts in Blogspot, Typepad, Blogsome, Blogger, Etc.

AND HERE ARE THREE BONUS STEPS!!!!

  • Put out an email blast to a local email list.
  • Put out a send out card.
  • Take an AD in a local christian directory – Most have an Online Directory.

As an email marketing companyPATHMAKER MARKETING LLC knows that the above suggestions will work, if given the time to develop.  If you need a professional e-mail marketing firm to help you accomplish the above, PATHMAKER and Randall Mains stand ready to assist you.  To learn more, go to Pathmaker Marketing.

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Basic HTML

basic HTMLWhile the number of changes regarding the Internet seems to come Geometrically rather than Arithmetically, email marketing experts know that there is one standard that is vitally important to successful E-Mail Campaigns: HTML. The abbreviated form of Hyper Text Markup Language, HTML is basically the “Computer Language” that is read by browsers and lets it know how to display things in your E-Mail, from Font to Colors and from where images are positioned to paragraph breaks!

The email marketing professional is aware that while there are a number of Internet Languages, not all are suitable for E-Mails. For example, a popular, and effective, language for Websites is CSS or Custom Style Sheet. However, most ISPs tend to “strip out” CSS in e-mails, thus making the E-mail that was CSS unreadable and, obviously, ineffective. While your designated recipient will receive your E-Mail, there is no idea what it will look like, so avoid CSS when designing HTML E-Mails. Another language not supported by E-Mail is Flash. Avoid that in HTML E-Mails as well.

Another Language, and a relatively simple one, is simply known as “Text.” Unfortunately, Text has some major disadvantages compared to HTML. For example, you cannot include any images in Text, nor can you “track” your E-Mails to determine who’s opening them and who isn’t. Inasmuch as both of these are vitally important in an effective E-Mail Campaign, it is most apparent why HTML is superior to Text.  Any professional email marketing service will be quick to point this out to you.

Knowing HTML and using it to code your E-Mails is just the first step. To ensure that your recipients are receiving the E-Mail the way it looked when you sent it, you need to follow up and discover how each “E-Mail Box” is rendering the E-Mail when it comes in. There are a number of “ISPs,” with the most prevalent being AOL, G-Mail, Hotmail, Yahoo, and Outlook. Prior to doing a “Mass Mailer” it is imperative that you send a sample to each “Box” and verify that it is being rendered properly. As can be imagined, a poor looking E-mail does not speak well of your company and/or organization.

Not everyone understands the subtlety of HTML and the way to “check” an E-Mail’s rendering in any of the Boxes. As a result, it may be wise to have a direct email marketing firm like Pathmaker Marketing LLCwhom employs a group of talented experts who stand ready to assist clients in the skillful art of HTML Coding. Dedicated to producing effective E-mails and making sure that they are rendered properly in every Box, these email marketing companies produce E-mail Campaigns that not only present their client’s position but also deliver results.

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ESPs – Email Service Providers

Email ProviderIf your goal is to achieve success on the Internet by becoming a viable email Marketing Firm, you need to have at least a working knowledge of ESPs, and be able to decide which one, exactly, will serve your needs best.  That’s why email Marketing Specialists  have done the leg-work to identify and research the various ESPs to determine which one will serve you best.

Unbeknownst to many, ESPs fall into three levels:  Entry, Mid, and Elite.  Following is a sampling of ESPs in each category:

ESP Sampling per Category
 Entry     Mid  Elite
iContact Convio Exec Target
Emma Vertical Response Bronto
Lyris
Com F5

Typically, unless your Mailing List exceeds 10,000 you need not go above the “Entry” Level.  With this information in mind, email marketing experts can evaluate your needs and help you determine which ESP would be best foryou!  If you are involved in Professional email Marketing, choosing the correct ESP is a must!

 Make no mistake about it, in this day and age you need to get into an ESP if you haven’t already done so, and many direct mail marketing firms, like Pathmaker Marketing LLC, stand ready to help you select the one best suited for your needs.  If you are already in one, they can help maximize its use to increase your level of success!

To learn how, exactly, you can involve yourself with the ESP that will best meet your needs, you need to contact an email marketing professional like those at Pathmaker Marketing LLC to schedule a private phone conversation as quickly as possible. After all, reaching people via the proper ESP is an important step in ensuring email Marketing success, and can be easily accomplished with the help of an email marketing company like Pathmaker Marketing LLC! If your goal is to achieve success on the Internet by becoming a viable email Marketing Firm, you need to have at least a working knowledge of ESPs, and be able to decide which one, exactly, will serve your needs best.  That’s why email Marketing Specialists  have done the leg-work to identify and research the various ESPs to determine which one will serve you best.

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E-Mail Fundraising

E-Mail FundraisingOne of the paramount challenges for churches and para-churches is fundraising.  While there are a number of “tried and true” methods available, the advent of the Internet and email has created paradigm shifts that mandate to enjoy continued success it is going to be necessary to stay on the “cutting edge” of technology.  Since ministry is the major concern of these institutions, it is probable that they will want to benefit from the experience and expertise of an email-marketing specialist with a successful email marketing firm such as Randall Mains and PATHMAKER MARKETING LLC.

Randall, a PK, grew up understanding the importance of fundraising.  If you’re like his Dad, the Rev. David Mains, asking for money isn’t your favorite pastoral activity. But, you do it because that’s how you fundeverything from keeping the lights on in the sanctuary to paying salaries to supporting ministries that present the life-changing message of the Gospel to hungry souls.

Over the past 25+ years, God has blessed Randall to help numerous churches and ministries with their fundraising needs through some specific skills that he has learned in life. His experience spans a variety of areas… radio, direct mail, various fundraisers, publishing, product sales, but (most recently), raising hundreds of thousands of dollars through online efforts such as email fundraising.

Here’s what he was able to accomplish for one growing church in Chicago:

The church retained him to help them open up new channels for funding their growing outreach ministry, which includes a church, radio ministry, television ministry, international humanitarian efforts, and the sale of the pastor’s books and teachings.

His first step was to help them build their email list. They were sending people to their website, but they weren’t capturing as many email addresses as they could. In addition to offering general technical support for their store, he installed 3 important things.

  1. He upgraded their website with an eNewsletter sign-up form and dedicated, benefits-oriented landing page to secure new email addresses. Together, these have gotten them thousands of new emails addresses – both to add to their mailing list and to replace those that inevitably fall off of mailings lists when people change email addresses or simply move on.
  2. He installed an eight-week series of welcome emails. Not only do these emails run on autopilot for ease of use, but they also introduce new acquaintances to the various aspects of their ministry.
  3. He went to work raising funds from the people on their email list. He writes, designs, codes, installs, and blasts a regular eAppeal for them that raises over $10,000 each month.

Below are several Email Fundraising Case Studies that will give you a solid idea as to what Randall can accomplish:

A. For a church in Chicago, who contracted with them to do their email fundraising, they recently filed a recent report that showed they helped the church raise $127,739 through email in 2010.

B. For a large broadcast ministry in Phoenix, they conducted a 13-month email campaign that reaped 1,816 gifts for a total of $190,887 in income, netting them $158,387 after considering all expenses.

C. They also have served several television ministries. One from the East Coast first contacted them for help with good web communications. That quickly grew into a successful eMail Marketing effort that has generated $750,000  in email donations from 9,000 gifts during their 53-month relationship to help them fund their ministry endeavors. For 2011, their email fundraising income was over $200,000 in an otherwise dismal economy.

As you can see, it would probably behoove you to make arrangements to work with email marketing experts like Randall and PATHMAKER MARKETING LLC sooner rather than later!

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E Welcome Series

ewelcome seriesProper Business Etiquette is as much a part of the business world today as it ever was, and that is just as true in regard to the Internet as any other business aspect! Fortunately, the email marketing experts at Pathmaker Marketing LLC are the virtual Emily Posts of Internet Etiquette! And, we stand ready to help ensure that anyone who visits your website is treated appropriately, wooing them back as not only interested parties but as actual clients!

As you have undoubtedly already surmised, you want to be sure to properly respond when someone visits your Website. For example, if they take the time to fill out a form or survey, it would behoove you to send an e-mail thanking them, and also provide them with a special gift! Your “thank you” e-mail should be something that is both eye-catching and memorable. With such an e-mail you will indicate to the recipient that, though you don’t know them yet, they are already important to you!

The “special gift” can be a downloadable White Paper that elaborates on how you and your company can assist them. This White Paper should not only elaborate on the services/products you offer, but also convince the reader at the very least they should give you and your company a closer look!

Contact with your “visitor,” however, should not end there! Your first follow up to your initial contact should probably come in the form of a coupon for their first order. This could be either a “percent off,” or perhaps a free gift with the purchase of an established amount on their first order.

How many contacts should you make?  An email marketing specialist will advise you to always keep in mind that the basic concept in using the Welcome Series is to get beyond the “Acquaintance Stage” and get people “up to speed” in regard to what you do and who you are! Your goal is to get people involved with your company as soon as possible and as much as possible!

Keeping in mind that this program is to help you develop a relationship with your customers, the “Welcome Series” program works equally well with Businesses and Charitable Organizations. In either case, this program does, in fact, get people up to speed in regard to what you do and who you are!

Perhaps the best way to envision what the Welcome Series helps you accomplish is through the use of the Development World’s “Pyramid Model.” In that particular Model, the “base” is where most people who contact your company/organization are located. The more involved they become with you, the further they “move up” the Pyramid. The goal, of course, is to get them to the very pinnacle of the Pyramid, where you have become an integral part of their world!

You may have noted that many companies and/or organizations already have a “Welcome Series” that they use via the U.S. Mail. With our experience and expertisePathmaker Marketing LLC can coordinate the two rather easily. With the transition of our world to the electronic age, this might be an excellent way to make the transition from “snail mail” to “e-mail!

To learn how, exactly, you and your Company can benefit from an E-Welcome Program you will want to contact an email marketing firm sooner rather than later! After all, you want everyone to reach the pinnacle of your Pyramid!

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The Bottom Line to Successful Email Fundraising & Marketing

The bottom line to successful email fundraising & email marketing consists of the following four simple steps to help you stay on track:

4 STEPS TO SUCCESSFUL EMAIL FUNDRAISING OR EMAIL MARKETING

Successful Email FundraisingAn excellent way to communicate, email has become so efficient that it has the U.S. Postal Service trembling in its boots!  But seriously, if you’re still doing direct mail only, you need to add email marketing to your mix of online fund raising tools. And to get the most out of your email fundraising or email marketing program you need to implement the following four strategic steps to success:

1)    Build Your Email House File – The most successful professional fundraisers are using email marketing programs to solicit their house files.  I know this may be a long process to develop these lists, but once you have a robust house file acquisition process in place, your email lists will grow and your efundraising or emarketing communications to those lists will deliver for you maximum results, way above any external list file rentals.

Typically, your house file consists of various sub lists like your customer file (first or two time buyers); your best customer file (regular, large or monthly donors, for example); and your prospecting file of requestors who have asked for call backs, downloaded white papers,  signed up for your newsletters, etc. 

In as much as your email success will mostly be measured in dollars raised, or as a conversion rate percent of the overall send, it stands to reason that a larger size internal file will deliver you a greater number of positive replies, once you’ve found ways to convert the list into sales or gifts.  In other words, make a commitment to building your house file, and then ensure that’s an on-going part of your marketing efforts.

2)    Test, Test, Test – There are several ways to proceed in this realm.  First, you will want to conduct a basic Email Split Test.  This is where you send out two or three different versions of the same email to determine which one(s) give you the best results.  You can test different subject lines, different email creative or different landing pages. By determining which ones perform best, you can fix the under performing ones and/or concentrate instead on the ones that were productive and successful.

A basic protocol we use as a basis for testing fundraising for non-profits is the following:

  1. Short cause-centric email to longer cause-based landing page
  2. Long cause-centric email to shorter cause-based landing page
  3. Premium-centric version email to basic premium (i.e. product Offer) landing page

3)    Evaluate Your “Core Metrics” – Your “Core Metrics” are your central pieces of data that help you make primary decisions regarding your email sending.  There are three major ones, and numerous secondary ones. The majors we use are the following:

a.    Opens (How Many Emails Delivered Were Opened)—this metric is not completely accurate but as a guide it’s good to help you determine the effectiveness of your Email Subject Lines. When your open rates are low concentrate on improving your subject lines.

b.    Clicks (How Many Opened Emails Clicked Through to Landing Pages) —this metric reflects the effectiveness of the email creative itself. If your click through rates is low concentrate on improving your email content (i.e. creative). Usually a good ESP will also provide data on which elements of your creative were clicked on, giving you insights into those things that drive click through for you.

c.    Conversions (How Many Clicks Became Sales or Gifts) —this metric reflects the effectiveness of your landing pages at converting the visitor into a buyer. If your conversion rates are low concentrate on improving your landing pages.

A sub-item to consider regarding conversions is the average amount of each sale or gift, which, will also affect your overall results and thus can help you determine the over-all value of your various Split Test groups and online fundraising efforts.

…And a Bonus Step to a Successful Email Fundraising program:

4)   Fuss Around to Optimize – I can’t emphasize enough how important it is to continue tweaking your programs, looking for pockets of opportunity in the data, and searching for ways to optimize your efforts and their results.  Figure out what people are clicking on and accentuate the positives, then eliminate the negatives! Keep a document of lessons learned as well, so you can refer back to things you have gained over the years that you can build on in the future.

Email marketing is a proven and effective way to enhance your ephilanthropy, so use these four principles to accelerate your email marketing efforts, and call Pathmaker Marketing in Phoenix at 623-322-3334 if we can be of any assistance to you. Or read further about this topic on our blog about email fundraising.

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What Are the True Costs of Email Marketing?

hiresEmail marketing and email fundraising have been known to have a good return on investment (ROI), but a good business person will not simply disregard all the expenses incurred in the entire business marketing promotion online. Knowing the actual cost of an email marketing or email fundraising campaign will help you get the best value for your money. In this article, we will break down the actual cost of email marketing for you. Knowing the cost of an undertaking will help prevent surprises that could be unpleasant down the road.

  1. The number of campaigns  – Knowing the number of campaigns is the most obvious determinant of the cost of any Internet business marketing promotion. When you are just starting out, this is not going to matter the most because you will obviously have lesser campaigns to make. But as your business grows bigger, you will have to begin to plan the number of campaigns that you are going to make because this can be potentially burn a hole in your pocket.
  2. Number of contacts and emails you want to send – Another thing that you have to look at is the number of contacts which correlates to the number of emails that you want to send every month. The higher this goes, the higher you will have to spend.
  3. Fees for marketing manager or agency – For those who are just starting out, the tendency is to hire a cheaper ESP (Email Service Provider), but these may have certain caveat. Sometimes cheap is also synonymous with lousy service and that is why you have to be very careful in the selection process. As your business grows, it stands to reason that you have to consider hiring a top tier fundraising company which means, higher fees as well.
  4. The cost of the email list – For those who are too lazy to build an email list from scratch, you would have to count also the cost of renting an email list. As we have warned in our previous posts, this can also mean low conversion because of low relevance.
  5. Fees for technical support – Depending on the plan that you bought, some fundraising companies do offer technical support for an extra fee. This will give you certain advantage but you have to remember that this could mean extra expenses too.

Since cost is the most important factor in every business decision, knowing the cost of an email marketing campaign has a lot of advantages. But despite its cost, email marketing has great return of investment and therefore should not be ignored by any online business person. Studies have shown that for every dollar that you spend on email marketing, it will have an ROI of $42. Planning for it though, will even give you a better bang for every buck.

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“FLEX” Your Email Fundraising List

 Jim looked like a little lost pup when he walked into the place. To define him as looking “pathetic” would have been a little too extreme, but the man sure looked like he could use a friend. As you probably already know, I am his friend, so I steered him towards a booth and got him seated.

“Floyder,” he began without any prompting, “are you sure sending out e-mails is a good Internet Marketing idea?”

The question kind of caught me off guard – – not because he thought I would know the answer, but that he would even voice it. My association with Randall Mains and Pathmaker Marketing has allowed me to become familiar with a number of Online Marketing Tools, including the use of Social Internet Marketing, and especially email fundraising. Jim has been using his e-mail list what I thought was quite effectively, and I was therefore surprised that he was questioning its validity now.

“Yes, Jim,” I assured him, “using your e-mail list is the most viable Small Business Marketing Strategy. Why do you ask?”

“Floyder, I just had three people unsubscribe from my list because they said they were getting too many ‘junk’ e-mails from me. I don’t want to offend anyone because of my mailings.”

Pulling out my calculator, I asked Jim a question I already knew the answer to, “How large is your list?”

“About 10,000. Why?”

“Well, if three people unsubscribed, that means you lost .03%, or .0003 of your list. Jim, if you don’t send out any e-mails at all you would lose 250 names through natural attrition rate (aka bounces), because the typical email list will lose 30% of its names per year to bounces, not unsubscriptions. You see,” I went on, “an e-mail list is like a muscle – – if you don’t use it, it will suffer from atrophy. In other words,” I added, “you either use it while you got it or lose it altogether over time.”

“You mean people don’t get upset when they get a lot of e-mails?” he asked, true curiosity heavy in his voice.

“Well, they could of course, but it depends on a couple of things. First of all, how often are you contacting them, and what, exactly, are you sending them?”

“I have been sending out an e-mail about twice a month, and, usually, I am sending out notifications about items I’m running a sale on.”

“Both of those sound reasonable,” I mused. Then, hit with an epiphany, I asked Jim another question.

“Jim, when did you send out your last mailing?

“Day before yesterday. Why?

“Other than the three unsubscribers, have you had any other responses?

            “Yeah – – I had twenty three people buy the sale item on line, and another nine have come in so far and bought the product in person.”

“So,” I said, picking up my handy dandy calculator, “in only two days you have already realized a sales closure rate of .32%. That means, Jim, that your success rate is 107,000 times greater than your unsubscribe rate – – and that’s after only two days!!”

A big smile began to creep across his face. It started in his eyes, and then snuck down to grab the corners of his mouth to stretch that into the unmistakable evidence of the pleasure he was now feeling.

“So losing those three people wasn’t that big of a deal?” he asked, even though it was obvious he knew it wasn’t.

“Not at all. Jim, how many new names are you adding to your list a week?”

“Probably forty or fifty”

“Even if you lose three subscribers every two weeks, and 250 bounces per month, you’re still staying steady.”

The smile got even bigger, and I noticed that “pathetic” was now a long way from the way he looked!

For more help with your email fundraising or email marketing efforts, go here or call 1-623-322-3334.

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I Want Steak — Not Spam!!

One of the most dangerous things we can fall victim to is thinking we know more about a topic than we really do. This happened recently with a friend of mine. He knows of my involvement with Pathmaker Marketing, and, like everyone else, he would like a piece of the Internet pie. My first word of advice to him was to consider e-mail marketing, at which he wrinkled his nose, nodded his head back and forth, and looked as though I had just kicked his dog. A little surprised at his response, I asked him what was wrong and he shared with me that he believes all e-mails, and thus e-mail marketing, is little more than spam. He further went on to add that most everyone he knows feels the same way and want nothing to do with e-mail marketing. Then I asked him why he had some pretty interesting comments.

First of all, he explained, for the most part all you get is junk mail. He got quite worked up in regard to this issue, pointing out that with at least “snail mail” the marketer has to invest in the printing and postage of the piece and that helps hold down the quantity you get at least a little bit. With the Internet, he went on, people can send out stuff with virtually no expense to them, so nearly everyone is doing it. I

I waited patiently until he finished – – he is, after all, a friend. When he simmered down to where I figured he could at least grasp what I was about to say, I asked him why he thought so many people were using e-mail marketing. He pondered that for a while and then reluctantly admitted because it must work for them. I agreed, and also pointed out that another reason he might want to consider the program is because he doesn’t have to invest a small fortune like you do with direct mail.

I could see in his eyes that he had now made this a point of debate between him and I, and he felt as though he had lost round one. Liking a challenge myself, I waited to see what he came up with next.

“What about information stealing?” he countered.

What about it, indeed! I asked him if he intended to steal anyone’s information. He replied with a horrified look that I immediately translated to mean “of course not!” I pointed out to him that we have had con men ever since the devil convinced Eve to take a bite of that apple, but that didn’t make every fruit salesman evil. I agreed with him that individuals using the Internet need to use caution and common sense in regard to the information they shared, but that no one should be paranoid to the point that they might miss out on a really good opportunity just because it came to them in an e-mail.

I had to smile when I recognized the look of resignation on his face. He had been convinced, though he originally had wanted to be, that e-mail marketing is still a viable way to get your business involved with the Internet’s potential. He will, of course, have to spend some time to learn the “do’s and don’ts” of e-mail marketing. The best way to do this, of course, is to contact Pathmaker Marketing and learn from their years of experience and wealth of expertise. To learn more about the value of email marketing or email fundraising visit this link today.  To see a Case Study of a successful email fundraising client, go here.  After all, there is just as much “steak” out there as there is “spam.”

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