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1 How to Pick a Great Newsletter Provider There are a lot of steps to putting an newsletter together. None of them is rocket science, but put them all together and it can be a little intimidating. I've seen a lot of folks get bogged down just trying to choose a provider. I completely understand you don't want to make a mistake or burn a lot of time & energy with the wrong service. Fortunately, there's an extremely easy answer to this question. There really is one provider and no, I don't work for them! who stands head and shoulders above the rest. This special report will give you the complete scoop on what you need to look for and why these guys are the gold standard. DO YOU NEED AN NEWSLETTER PROVIDER? A lot of folks think they can "do it themselves" by either sending customer newsletters through a program like Outlook or (if you're a little more tech-y) writing your own PHP or other program.» "Doing it Yourself" is a BIG MISTAKE here. First of all, trying to send out bulk to more than 10 or 20 people gets complicated in a hurry. You lose track of who's already gotten what. You have to create folders and subfolders. Your local service starts to get cranky with you (sometimes very cranky) because you're sending too much stuff. It's just messy. But that's not the reason not to do it. You need a special newsletter provider because if you don't, one of these days you will be marked as a SPAMMER. It's a little known fact that most of the that gets marked as spam is actually completely legit. People click that "spam" button if they forget that they signed up to hear from you, or if they're just not as interested as they used to be by Sonia N. Simone Page 1 of 6

2 A lot of the time, they even click the SPAM button completely by accident. Before you know it, the "big guys" have sent your name around as a "bad character," and NONE of your gets delivered... to ANYONE. Not your personal mail wishing your grandma a happy birthday, not the business mail you use to confirm delivery of your product, NOTHING. You really don't want that to happen. Use a reliable newsletter service and they manage all those relationships for you, so your mail will get delivered consistently. They send from a completely different computer, so your personal can never be accidentally marked as a spammer. The good ones also give you a heads up if you've written something that will raise the "spam" flag on the automatic filters (you'll be amazed at some of what gets flagged). They deal with all the hassles for you, and they keep things simple and organized. You just spend a few minutes typing your content in and they take it from there. A dedicated service to send your newsletters is a critical business expense just like having a phone line is and it's just as dumb to try to go without it! A PIECE OF "EXPERT" ADVICE YOU MUST IGNORE Lately, some of the "experts" have been telling folks that deliverability (that's the jargon for whether or not your gets to your readers without landing in a "junk" folder) is only about content. They claim that the spam filters just check for certain words, and if you keep your nose clean your stuff will sail through. These are people who have little or no experience testing different providers. OK, it's partly true. Yes, you have to have good, valuable content. And you can't be a spammer. It helps a lot of you send something your customers want to get. But that's not the only piece of the puzzle. As a matter of fact, it matters a lot who's sending your newsletter for you. Some of the bigger names (including some you see advertising in the business journals and magazines) don't spend the time they should creating solid relationships with the providers. They're not on the phone with AOL, Gmail, Yahoo, Earthlink, Comcast and all those other guys, making sure that those providers are delivering your by Sonia N. Simone Page 2 of 6

3 And if you publish a newsletter with one of these not-so-great services, even if you have the best content in the world on a totally harmless subject, you can see anything from 10-25% OR WORSE caught in spam filters. Let's be really clear. When your newsletter gets stuck in a spam filter, your customers can't read it. Which means they don't forward it to their friends or come in to check out your great new promotion. Which means 10-25% OR WORSE of your money and time are WASTED. I don't want to get into any fights or make anyone's enemies list, so I'm not going to name the providers I've seen firsthand do a lousy job of managing the spam filters. In fact, I'm just going to give you one name the "gold standard" for sending mass . All the major Internet marketing guys use this service. The players who really know their stuff use this service. And when I switched to this service, I saw why. My 8% rejection rate shrank down to under 1%. My clickthroughs (that's folks who click on a link in your important to keep track of, because that means you've got interested readers who are motivated to act) improved by about five times. That's all I needed to see I'm a believer. THE BEST NEWSLETTER PROVIDER I'VE FOUND ANYWHERE OK, enough with the suspense already. The best newsletter provider for small businesses (or even big ones, in my opinion) is a company called Aweber. (You can find them at ). I haven't seen any other provider come close to getting your past the spam filters. If you've been hanging around the Internet Marketing dudes, you know this name already they're simply the best. Not only does their get delivered much more consistently, but it's a very EASY program to use. You don't even need your own computer if you really 2008 by Sonia N. Simone Page 3 of 6

4 wanted to, you could run your entire newsletter program off a machine at the public library. Just because I was curious, I did a little testing using a service I have access to when I do marketing work for a big-time, billion dollar company. (Of course I told them I was taking their expensive toy for a test drive. They didn't mind at all, but they did laugh at me thinking my "micro" service could come close to delivering as well as their powerful Goliath.) Aweber stomped the expensive service HANDS DOWN. The bouncebacks (that means that the customer's program refused to even accept) on the "big" service were more than 3 times the bouncebacks for Aweber, and the clickthrough rate was 4.2 times better on Aweber. IF IT'S THE BEST, DOES THAT MEAN IT'S EXPENSIVE? Aweber costs a little under $20 a month for the basic package, which gives you up to 250 subscribers. Then it jumps to $29 a month for up to 2,500 subscribers, with modest increases as you get more people on your lists. Other than some of the great free services provided by Google, I can't think of a better, smarter bargain for any business owner or organization. Anyone. Now I'm going to tell you, I have not tested every single newsletter service out there. I've run about a dozen through their paces, but there are probably hundreds of companies that provide this service. There might be some that are very good maybe there's a hidden gem somewhere that's just as good. But how much time did you want to spend researching this, anyway? Remember, it's not just cheap with GREAT deliverability, but the Aweber program is designed for folks who don't have a PhD in computer programming. Setting up Aweber is about as easy as it gets if you managed to figure out how your program works, you're overqualified to use Aweber. (No, I don't work for them and I don't own their stock. Maybe I should find out if they even offer stock, so I can buy some. It's just really, truly that good. No baloney.) 2008 by Sonia N. Simone Page 4 of 6

5 A MISTAKE EVEN EXPERTS MAKE Once in awhile, I see a business owner using the provider that comes with their shopping cart program, or their web domain host, or whatever. Even people who ought to know better do this. I guess they don't like the idea of paying for a new program when they can use something they already bought. Don't do it. Your customers can "white list" you (that means they add you to their as a safe sender) until they're blue in the face, some of your messages are still going to get jammed up in their spam filters. These "add-on" ers just don't put as much time and energy into making sure as much as humanly possible gets in front of your customers, instead of getting stuck in a spam or "junk" box somewhere. Use a good, dedicated service with an EXCELLENT reputation for deliverability, whether it's Aweber or another service you might find. OK, THERE'S ONE EXCEPTION There's one situation in which I recommend you go with an additional service: if you want to send different streams of s to your customers based on online shopping cart behavior. Because Aweber requires your customers to opt in again each time you add them to a new list, creating these new lists can become cumbersome to them. So if you want to use a program like 1ShoppingCart to create additional s for folks who are regular customers, do it with my blessing. But my recommendation is to go ahead and keep those customers on your Aweber list as well, so you can be sure they continue to get your regular newsletter. That will give you the best of both worlds targeted messages and the assurance that your best customers are seeing your messages. A FREE10-PART MARKETING TUTORIAL FOR YOU I happen to run my own free marketing newsletter using Aweber. If you'd like to get some FREE solid marketing tips and advice, feel free to subscribe by Sonia N. Simone Page 5 of 6

6 The newsletter starts with a free ten-part marketing tool kit that gives you the most important marketing concepts so you can start improving your marketing right away. Click to subscribe. You'll need to give your name (make something up if you want to, I don't mind!) and address, and then check your box to confirm that you really do want to get the free tool kit. (You may have signed up to my Newsletter Master Class to get this PDF. The marketing tool kit is a second newsletter, with all new advice. Feel free to sign up for both if you like!) I don't ever spam, and I never rent or sell my address list. (And neither should you, it is a LOUSY business practice.) CAN'T GET ENOUGH MARKETING AND COMMUNICATION ADVICE? You'll find lots more marketing tips and pointers at my marketing news Web site:. It's a great resource for smaller organizations (businesses, sole proprietors, nonprofits, interest groups) who want lots of tips about creating more remarkable relationships with their customers. The site is completely free. I don't even run any ads on it. It exists purely to communicate high-quality information. P.S. Remember the 3 golden rules of great customer care & marketing:» Show Up, Pay Attention, Don't Lie! P.P.S. When you use your newsletter to make yourself a Friend + an authority Figure, you get your customers' TRUSTand that gets them ready to BUY. That's lesson #6 in your Newsletter Content Class. All the best & thanks for your attention! -Sonia 2008 by Sonia N. Simone Page 6 of 6

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