So, we’ve identified the group we’re going to recruit our audience from, and we’ve developed some highly-impactful messaging. We’ve developed or acquired a list. We’ve conceived our invitation strategy. Now it’s time to deliver the messaging to market.
Clearly, there are many ways to deliver invitations to your group. However, the most cost-effective by far is the one which best leverages the Web itself…email or, as I call it, e-broadcasting. And this really is the context I’ve been talking in all along.
Again, in using email 1) start inviting 2.5 weeks prior to the webinar, 2) send 3 invitations and 1 list-wide reminder, 3) send the invitations in a rhythm of 3 business days, instead of once a week AND 4) interpolate plain-text and HTML content for optimum outcome.
ALSO using email, first and foremost, means being CAN-Spam compliant. Many of us are acquainted with the requirements of CAN-Spam. But did you know that, irrespective of quote unquote best practices, the CAN-Spam Act does not require you to have permission to communicate with your prospect? It does require you to use a legitimate “from/to” email address, to include a physical address, to use genuine language that is not misleading and that, above all, you provide an easy means to unsubscribe. It does not require you to have permission to communicate with your prospect. It does require that you honor an unsubscribe request within 10 days of the request being made.
Many of our clients are professing lessening outcomes from fatigued permission-based lists. Meanwhile, many well-known large enterprises have invested in broad licenses of tools like Zoom Information and Jigsaw. Why? Because you can reach a much larger audience…one with fresh perspectives and interests. This is a very important topic to consider when conceiving your integrated marketing strategy for 2010 and beyond.