Archive for Marketing

PR for small companies too?

Posted in Business start up, Marketing with tags , , , on September 4, 2010 by virtualcitypa

Size really doesn’t matter when it comes to PR. Any size company can benefit from publicity, but the practice is commonly misunderstood in the business arena. Most entrepreneurs think of it as something that only large corporations have a budget for and don’t realise the power of publicity and what it can do for a business to blow it through the roof.

Marsha Friedman of Event Management Services, says that when a story is written in a newspaper or magazine, it lends credibility to you and your company’s products and services beyond anything you could attain with advertising. And, it provides immediate positioning of you as a recognised expert in your field.

Give away information that people normally would pay you for and submit it to daily and weekly newspapers as well as other newsletters in your area.

You may think that giving away valuable advice will hurt you by tipping off your competition, but it is quite the contrary. It will establish you as someone who is a specialist on the subject and you will find that people will start to seek you out for business. People will be more likely to hire you if the media is writing about you or quoting you as an authority.

“Anything written is perceived to be true,” she advises, “therefore articles you’ve written that get published or articles with quotes from you, give you immediate positioning as the “go-to guy” in your field.”

A few different ways to approach the print medium are:

1) Write a “tips” or “how to” article – this is one of the best ways to get free publicity in newspapers and magazines. Offer lots of valuable advice and make sure it’s written well enough for a publication to run it without having to make any edits. Be sure to include your credentials and other boastful information to support your position as an expert – but be careful not to make the article a promotional piece. Editors are looking for content that will be informative to their readers, not a brag piece about you or your company.

2) Write an “opinion letter” – take a stand on a controversial issue or comment on an issue in the news and sent it to the Editor of your local paper – or to the Opinion Editor at other newspapers around the country. Don’t forget to put your credentials at the bottom of the letter so you get the recognition of being a published expert.

3) Create photo opportunities – local newspapers are always looking for interesting photos and images. Create a local event – a fundraiser, an art show, a local or national contest, etc. Then make sure to invite the local press to attend. But even if they don’t show up, get them a photo and press release right away while it’s still news!

4) Recycle your print coverage – turn one media hit into multiple hits by sending a reprint of a weekly newspaper story about you or your company to an editor at a daily newspaper, along with a pitch letter offering an angle different from the angle the weekly pursued. Send articles in trade publications to editors anywhere. Post articles on your website.

Marsha Friedman is the CEO of Event Management Services, Inc., (www.event-management.com) a leading US publicity firm.

Karla Jo Helms is the Vice President Public Relations for PostcardMania, (http://www.PostcardMania.com) named one of the fastest growing privately-owned companies by Inc Magazine

Corporate Travel

Posted in Event Management, Marketing, Virtual Assistance with tags , , on September 1, 2010 by virtualcitypa

Corporate travel is a time consuming and logistically testing proceedure. Jigsaw Conferences highlight the nuances involved in this piece.

Corporate Travel is one of the leading sectors of the travel industry today. Business people are constantly flying around the country and indeed around the world to attend conferences, meetings, PR events, training courses, team building events, annual general meetings, parties, seminars, exhibitions, corporate hospitality events, product launches, award ceremonies and so on.  

Where vacationers have the flexibility of waiting for off-peak days of the week to arrange for their flights and get the lowest rates for that season, business people have fixed schedules. Travel agents recognise this important sector and make special arrangements to improve their market share and competitiveness in the industry.
 
An organisation staging an award ceremony or an annual general meeting, for example, at a central location, would need to provide transport and accommodation to their VIP guests. Corporate travel agents help ensure that details like these can be taken care of smoothly and efficiently.
 
Corporate travel planning can be a task on its own. Rather than have one of the company’s head secretaries spend all of her time on the arrangements, many companies prefer to hire corporate travel planners to take care of event management, and meeting planning in addition to making all necessary travel arrangements.
 
Many corporate travel agencies offer specialised services for their clients. They offer to track and report the company’s travel expenses, negotiate special rates, track air miles and reward points and offer 24 hour support from corporate travel agents. Each individual agency would have other benefits to attract clients to their program.
 
As a result of their daily negotiations and partnerships with travel suppliers, like airlines, car rental agencies and hotel chains, a corporate travel planner has the ability to use their discounts to offer the lowest possible rates that are usually not open to the general public. Contracting the company’s corporate travel department to an independent planner can produce large savings for a company whose representatives need to travel as part of their job. More time could be afforded for sales presentations, PR events, product launches, exhibitions, seminars, conventions and parties anywhere in the country or around the world.
 
Corporations have the added advantage of receiving heavy discounts and rewards for making bookings for large groups or making several bookings within a period of time. PR events, product launches, exhibitions and conferences would require large groups of staff and guests to be invited to a central location. Travel, transport and accommodation arrangements would all be necessary for these kinds of events and tend to solicit lower rates due to the large number of attendees.
 
Corporate travel agents who offer event planning services will often locate the right venue for the organisation’s event through a comparison of all appropriate venues that fit your budgetary and space requirements. They would arrange for the catering, accommodation, set up of equipment and business centre. Many times they also offer on-site support. Other services could include meeting and greeting guests, distributing event-related portfolios and other relevant material, registration and so on.
 
Some agencies are further specialised and work with specific types of industries. For instance, the pharmaceutical industry may have special requirements for some of their seminars and events, requiring a certain layout or special equipment. By providing detailed attention to these, corporate travel agents are at the forefront of the competition in the travel industry.
 
Corporate hospitality events, annual general meetings and product launches each have different aspects that need special attention and must be taken into consideration in order to ensure a successful event. Hiring an independent agent, who is an invaluable source of information and advice, saves both time and money, whereby the management is able to spend more time concentrating on more pressing matters. Thus, corporations are poised to receive the best value-added services from a full range of options in travel solutions and event management which caters to the event’s specific requirements for the most competitive prices.
 
Corporate travel has also spawned a new industry in the way of corporate travel safety. Seminars are available to advise individuals of the best way to protect themselves and their belongings to ensure a hassle-free journey. 
For a businessman, protecting the information he’s carrying can be of vital importance. Numbered locks, security waist packs and portable travel safes are all available to the cautious traveller.
 
With the high level of importance given to the corporate travel sector, it’s little wonder that corporations receive premium services and excellent rates. Travel agencies are all vying for their business and outdo each other with the nature of the services and rewards they provide. With competition fierce and demand strong, the quality of service provided is easily world-class.
 
Copyright © 2007 Jigsaw Conferences

Effective Market Research tips: 10 Steps Towards Designing a Questionnaire

Posted in Business start up, Marketing with tags , , , on August 10, 2010 by virtualcitypa

Market research is all about reducing your business risks through the smart use of information. It is often cited that ‘knowledge is power’, and through market research you will have the power to discover new business opportunities, closely monitor your competitors, effectively develop products and services, and target your customers in the most cost-efficient way.

However in order to get useful results you need to make sure you are asking the right questions to the right people and in the right way. The following tips are designed to help you avoid some of the common pitfalls when designing a market research questionnaire.

1. What are you trying to find out?
– A good questionnaire is designed so that your results will tell you what you want to find out.
– Start by writing down what you are trying to do in a few clear sentences, and design your questionnaire around this.

2. How are you going to use the information?
– There is no point conducting research if the results aren’t going to be used – make sure you know why you are asking the questions in the first place.
– Make sure you cover everything you will need when it come to analysing the answers. e.g. maybe you want to compare answers given by men and women. You can only do this if you’ve remembered to record the gender of each respondent on each questionnaire.

3. Telephone, Postal, Web, Face-to-Face?
– There are many methods used to ask questions, and each has its good and bad points. For example, postal surveys can be cheap but responses can be low and can take a long time to receive, face-to-face can be expensive but will generate the fullest responses, web surveys can be cost-effective but hit and miss on response rates, and telephone can be costly, but will often generate high response rates, give fast turnaround and will allow for probing.

4. Qualitative or Quantitative?
– Do you want to focus on the number e.g. 87% of respondents thought this, or are you more interested in interpreting feedback from respondents to bring out common themes?
– The method used will generally be determined by the subject matter you are researching and the types of respondents you will be contacting.

5. Keep it short. In fact, quite often the shorter the better.
– We are all busy, and as a general rule people are less likely to answer a long questionnaire than a short one.
– If you are going to be asking your customers to answer your questionnaire in-store, make sure the interview is no longer than 10 minutes maximum (this will be about 10 to 15 questions).
– If your questionnaire is too long, try to remove some questions. Read each question and ask, “How am I going to use this information?” If you don’t know, don’t include it!

6. Use simple and direct language.
– The questions must be clearly understood by the respondent. The wording of a question should be simple and to the point. Do not use uncommon words or long sentences.

7. Start with something general.
– Respondents will be put-off and may even refuse to complete your questionnaire if you ask questions that are too personal at the start (e.g. questions about financial matters, age, even whether or not they are married).

8. Place the most important questions in the first half of the questionnaire.
– Respondents sometimes only complete part of a questionnaire. By putting the most important items near the beginning, the partially completed questionnaires will still contain important information.

9. Leave enough space to record the answers.
– If you are going to include questions which may require a long answer e.g. ask someone why they do a particular thing, then make sure you leave enough room to write in the possible answers. It sounds obvious, but it’s so often overlooked!

10. Test your questionnaire on your colleagues.
– No matter how much time and effort you put into designing your questionnaire, there is no substitute for testing it. Complete some interviews with your colleagues BEFORE you ask the real respondents. This will allow you to time your questionnaire, make any final changes, and get feedback from your colleagues.

Juliet Mumford

http://www.intelligentinsight.co.uk

(00 44) 1536 373182

Top tips to customer satisfaction

Posted in Marketing with tags , , , on August 3, 2010 by virtualcitypa

1. Keeping your existing customers is more profitable than finding new ones.
Back in the late 1980’s the American Consumer Association announced that it was 5 times more   expensive to win a new customer than to keep an existing one. Many case studies since have confirmed this theory, including MBNA and Domino’s pizza.

2. You can’t manage what you don’t measure.
If you don’t find out what is wrong through a customer satisfaction survey you will never be able to make improvements. Equally, if you implement changes to your business you will have no way of measuring its effectiveness other than looking at changes in revenue.

3. Satisfied customers are more likely to be loyal customers.
There is growing evidence to support the theory that the more satisfied a customer is the more loyal they will be, however customers have to be exceptionally satisfied before they enter the loyalty zone.

4. Loyal customers become more profitable over time.
The longer a customer stays with you, the more valuable they are likely to become as there is a higher chance that they will increase the level of business they do with your company and they are more likely to expand the range of products and services they buy.

5. Satisfied customers are an extension of your sales force. 
If your customers are happy, or even better, delighted with the service you provide they will be more inclined to recommend you to others.

6. Customers rarely complain; they just take their business elsewhere.
Companies that believe their customers are satisfied because they very rarely complain are missing an important part of the picture. In fact, it is quite often those customers who are loyal to your business that will complain as they want the situation resolved. Those who are dissatisfied are far more likely to simply take their business somewhere else.

7. Service often differentiates more than products or prices.
Much as we are led to believe that price is king and customers will always go for the cheapest price, quite the opposite is often true. By fully understanding your customer’s needs you will find that price generally only becomes an issue when they are not receiving the level of service that they were expecting.

8. Delight your customers by showing them you care!
Everyone likes to feel that their opinion is important, so what better way to confirm to your customers that they are indeed the most important part of your business than by asking them for their opinions? By carrying out a customer satisfaction survey you are clearly stating that you are a business that cares about its customers. Be warned though – never ask for someone’s opinion unless you are going to use the information to make a difference!

9. Great results give convincing PR.
It is far more convincing when your customers say how good you are rather than you having to say it yourself. Customer satisfaction measurement provides you with an opportunity to highlight your strong points by sending the results to your customers, and by promoting them in any marketing materials, PR etc. It also gives an opportunity to show that you have taken feedback onboard and made changes as a result.

10. Customer satisfaction is a requirement of ISO 9001:2000
According to ISO 9001:2000, customer satisfaction should be measured to monitor the effectiveness of the quality management system and to highlight areas where improvements should be made.

Juliet Mumford

http://www.intelligentinsight.co.uk

(00 44) 1536 373182

The easiest way to get new business

Posted in Marketing with tags , , , on July 5, 2010 by virtualcitypa

Network Marketing Lead Generation

Nowadays it is called networking, but it used to be known as hunting; and this is REAL hunting:

    Spot your quarry, thrill to the chase and develop a killer instinct!

You already have a network

In a small or medium-sized business or a professional partnership there should never be a need for cold calling. Stop for a moment and consider how many people you know. It will run into hundreds:

    * existing clients
    * other professional contacts
    * friends
    * family
    * people at the sports or social club
    * committee members you may work with.

These groups are the fuel that people in network marketing use to generate leads and propel their businesses into the big time.

And this is just for starters. Pool your resources with all the other key people in your office and you’ve got a big and valuable database.

See every invitation that lands on your desk as an opportunity for lead generation. Say to yourself: ‘Aha, a chance to meet new contacts, to make new sales or increase my fees!’

Work the Room

Now don’t get me wrong, working the room requires the courage of a lion and nerves of steel. If you feel a bit shy and nervous, don’t worry. Most people feel exactly the same and only the most accomplished and regular networker will feel at ease.

What’s the problem? For most it is fear of rejection. But the well-known international motivational speaker Zig Ziglar says: ‘Fear? False Evidence Appearing Real!’

How often have you been rejected at a business or social gathering? When was the last time someone turned their back on you, ignored you or rejected your extended hand? No matter how many times I ask this question, the answer is always NEVER.

So take a deep breath, approach someone new, introduce yourself and ask for their name. They will mentally hug you for approaching them as they are probably more nervous than you.

Networking is like learning to drive or learning to touch type – it’s always a bit uncomfortable at first. But how long does this feeling last? You’ll soon feel just as comfortable about networking as you do behind the wheel of your car or at your word processor.

You don’t necessarily want business from them but you can ask them the question: ‘Who do you know who may be interested in.?’. People, generally, want to help you with lead generation. Why? Because it makes them feel good!

Work the room enthusiastically, your confidence will build, you’ll begin to enjoy these events and new business will flow. This is real network marketing or word-of-mouth marketing

From Cave Dweller to Hunter

There’s a common theme to driving, typing and networking. Practice and a positive attitude make perfect. Ask yourself four questions:

    * Am I good at what I do?
    * Do I provide a great service?
    * Have I got the capacity to take on more?
    * Do I want more fees or sales?

If you can answer ‘yes’ to all these questions, then leave your cave, and start hunting!

For more information:
Will Kintish

Will Kintish is the Founder and Managing Director of Kintish Ltd, a UK-based training organisation who show people how to grow their business through networking.

Successful Marketing Tips: top 10 Must do’s

Posted in Marketing with tags , , on June 22, 2010 by virtualcitypa

I really appreciated these helpful tips from Chris Cardell’s Business Success website that give a great insight into the importance of good marketing:

You can have a wonderful product or service – but if nobody knows about it, you’re in trouble.

When business owners have the ‘moment’ they realise that actually, business success is all about Marketing. It’s about reaching potential customers, converting them to paying customers and keeping them as lifetime customers.

1. Stop wasting money on Ineffective Marketing and Advertising.

This might sound obvious but it’s shocking how many business owners are spending money on Advertising and Marketing that does not work.

Here’s a common scenario for your average small business owner: the phone rings, or there’s a knock at the door, and it’s a rep from a newspaper or magazine selling advertising space. Our eager business owner could do with some more customers so readily agrees to the rep’s offer and is pleased to have saved some money, too (because reps always tell you they’re giving you a huge discount).

They leave everything in the hands of the rep, including the ad’s design.

The ad comes out and… nothing.

Fact: most small business advertising does not work.

Why?

Because advertising sales people and their buddies the graphic designers are not marketing people. They don’t know what makes an ad effective.

We get a similar story with direct mail, too: most business owners tell me direct mail doesn’t work. But it does. All they’ve discovered is it doesn’t work for them when they do it the wrong way.

In the meantime, if you’re advertising or mailing stuff out but you can’t tell beyond all doubt it’s making you money, then stop doing it now! You must be ruthless about this: if someone responds to an ad or mail piece, you must be able to track it. It’s not enough to say “I ran an ad and seemed to be busier the next week”. It has to be trackable down to the individual sale.

This means perhaps having a dedicated phone number you use only on ONE ad so you know all calls coming in on that number can only have come from that ad; it means having some kind of coupon or other trackable response mechanism in your direct mail; and it means using the latest technology on your website to track visitors.

2. Learn how to write Strong, Persuasive Sales Copy.

Sales copy – and that means all your copy – should be strong, bold, conversational, heavy on benefits to the reader, and usually long. Copy can’t be too long, only too boring.

Long, interesting copy is crucial in building relationships, too. Relationships are fundamental to your business – people like to buy from people they like and trust. The more they like you and trust you, the more they’ll be inclined to buy from you, and the more often they’ll buy.

Many business owners think they should write “professionally” and that this means you have to write stilted, formal prose with big, fancy words and complicated phrases.

It doesn’t. Write like you’re having a conversation with someone, like a letter to a favourite Aunt.

I promise, your customers and clients will like it more and your sales will reflect that.

3. Stop Traditional ‘Brand’ Marketing and Advertising and replace it with ‘Direct Response’ Marketing

Unless you have the deep pockets of Richard Branson, you probably can’t afford to be spending a fortune on building your “brand” for the sake of having one.

The reality is, you can’t afford to throw money away on just getting your name and logo out there. But that’s what a lot of small business owners do. ‘Brand’ Advertising is a waste of money. You should only engage in ‘Direct Response’ Marketing. As the name suggests, that means Marketing that produces a RESPONSE that you can MEASURE.

So every marketing campaign you put out there must give people a reason to respond. You must be offering one specific thing, something they want or need, something that’s going to interest them enough to haul themselves out of a chair and respond to you.

Indulging in so-called ‘institutional / brand marketing’ where you essentially say “This is us, here’s what we do, give us a call if we do anything that interests you” is a great way to empty the contents of your wallet into the wallets of the ad agency and graphic designer with no appreciable return for you.

4. Test Pay per Click (PPC) Advertising on Google

Become an expert at Internet Marketing, particularly Pay per Click Advertising on Google. Pay per Click is the most powerful breakthrough in Marketing this century – yet very few Entrepreneurs truly understand its power.

PPC allows you to reach people who have an interest in what you have and who are looking for it right now. As you read this, someone, somewhere is almost certainly on Google looking for what you have to offer.

PPC Advertising allows a link to your website to appear at or near the top of the search engine results they see when they do their search.

Best of all, you only pay when someone actually clicks on your ad.

If you run a local business, you can even specify that the ads only appear for internet users in your area.

Pay per Click is the most important revolution in Markleting this century. If you’re serious about business success, you must test it out.

5. Stop doing anything you can’t Measure.

All of your marketing must be trackable, right down to the specific ad or marketing piece which generated every sale.

Why?

Because if you can’t trace a sale back to the origin of the lead (how did this person become aware of your company or the offer you’re making), then how can you know where your marketing money is going? How can you know what’s effective and what’s not?

You can’t. And you need to.

If your marketing isn’t making you money, stop it. If it is making you money, do MUCH more of it. You’ll only know whether to stop it or do more if you’re measuring the results

6. Offer a (generous) Guarantee.

Guarantees are a fabulous way to overcome price resistance. You see, any transaction involves risk. And since you’re the one asking them to trust you with their money, it’s going to benefit you to take this risk onto your own shoulders. You do this by offering a fantastic guarantee.

Now, you might be thinking that by giving a great guarantee you’re opening yourself up to being ripped off by hordes of unscrupulous liars and cheats.

Well, technically you are, but in practice it never happens. Never. Most people are fundamentally honest and won’t cheat you. Most won’t even call you on your guarantee when they’re actually entitled to.

And even if a few do, so what? If you sell 100 extra widgets a week because of your guarantee and get cheated a couple of times, the extra money you make more than makes up for these small losses. Please test Guarantees. It’s one of the easiest ways to grow your business – fast.

7. Embrace the fact no one is interested in you or your products and sell on the Benefits you offer your clients and customers, not what you can “do”.

Human beings are naturally selfish. It’s OK, we’re not broken – it’s just the way we are. We are permanently tuned to the world’s favourite radio station: WIIFM. That’s Radio What’s In It For ME?

Consequently, if your marketing consists of brochures, letters, ads, and a website which comprise your logo and company name, a list of things you do, and a phone number, don’t be surprised when no one cares and no one responds to it.

They don’t want your products: they want the product of your products. They don’t care what you can do; they want to know what you can do for them.

So change your mindset: start thinking not in terms of sales of stuff, but in terms of service and benefits to your customers and clients. Put yourself in their shoes, see their problems, understand their fears, learn their wants and needs, and then cater to them.

Take some time to understand your customers, and show them you understand… and your sales will skyrocket.

8. Turn your Marketing into a proper System and focus on Testing small, incremental increases.

Most marketing is done by default. But really it needs to be a carefully constructed system where everything flows smoothly from first contact, to relationship, to sale, to lifetime customer.

But you don’t have to have the whole thing in place before you start. In fact, the whole point about effective marketing is it’s built up over time by trial and error and testing what works and what doesn’t.

You can break your marketing down into two distinct steps:

1. Getting visitors to your website or business

2. Converting them into paying customers and clients

9. Ensure your marketing system involves relentless follow up.

Not following up is one of the biggest marketing sins you can commit. Here are some statistics which should scare the living daylights out of all of us.

48% of businesses never follow up with a prospect

25% of businesses make a second contact and stop

12% of businesses only make three contacts and stop

It’s a staggering discovery, but only 10 % of businesses make more than three contacts. It means they’re losing a small fortune – and you could be too/

10. Raise your prices.

Having worked with thousands of business owners over the years, it’s my experience that almost everyone sells themselves and their products too cheaply. Raising your prices and selling more expensive products and services to the high end of the market is one of the fastest and cheapest ways to increase your profits.

The fact is, less than 20% of the population make their buying decisions on price. So for most of your customers, price is not the main issue, even if they say it is.

As always, the 80/20 rule applies. If you sell a £100 widget, then there is going to be in your list of customers, maybe 20% of people who would be willing to spend, say, £400 or £500… IF you gave them the option.

And if you take that list of high-spenders, you’ll find maybe 20% of them will be prepared to pay you, say, £1000 or more for something… IF you give them the option (and believe it or not, it’s much easier to sell one £10,000 widget than it is to sell a hundred £100 widgets). The trouble is, if you don’t ask, the chances of them offering is close to zero.

The easy way to do this is to think about creating a “de-luxe” offering which costs you nothing to offer but for which you can command a much higher price.

About Chris Cardell

Chris Cardell is widely regarded as Britain’s leading authority on Entrepreneurial Success. He has been featured on BBC, ITV, News at Ten and The Sunday Times. 253,000 business owners subscribe to Chris Cardell’s regular Free Business Success Email tips. Chris is renowned for being able to show business owners how to grow their business and increase their profits by 50-250%.

There’s a ‘moment’ that happens to every successful business owner. It’s the moment they realise that there’s very little connection between how great your product or service is – and how much money you make.

It can be a scary moment. We assume that if we do a great job with our product or service – and look after our customers, the sales will follow.

Unfortunately, the world doesn’t work that way.

Chris Cardell
http://www.CardellMedia.co.uk
Chris@CardellMedia.net

Avoiding spam filters

Posted in Business start up, Sales with tags , , , , , on September 25, 2009 by virtualcitypa

When you launch an email marketing campaign you are competing against a great number of other emails for attention in the mailbox. As well as legitimate emails you also compete with a huge number of spam email promotions. In fact, studies have shown that around 65 per cent of all emails sent are spam emails.

It’s no surprise then that everybody is fed up with spam and now businesses and individuals are doing something about it. In a lot of cases, they are setting up spam filters to get rid of the junk.

Spam filters can be used straight out of the box or set up to prescribed tolerances.  As a result, an email that gets through one spam filter may not get through another.  
Here are some helpful design tips to consider when you are putting your email campaign together that will help stop your communication being junked by spam filters:

•    A professionally designed email with the correct HTML code throughout will ensure your email looks its best in all browsers and you will avoid high spam scores for bad coding.

•    Make sure your email doesn’t have any missing or redundant code.

•    Don’t miss out the email title.

•    Spell everything correctly.

•    Ensure your email is not created solely as images.

This is a well know tool that spammers use to get past content filters.  Try to get a good mix of HTML text and images in your emails for the best results.

•    Always send a plain text version with your HTML email to ensure that if the recipient cannot use HTML or is opening it on a PDA or phone, they will still be able to view it.

•    Always try to ensure the plain text version matches the HTML version as closely as possible.

•    NEVER USE CAPITALS when you don’t have too. It’s even worse when whole lines are in capitals.

•    Avoid using italics and very large fonts.

•    Avoid using non standard colours.

•    Avoid forms in the email itself.

The text that makes up your email copy is also very important. Some words on their own or in conjunction with others can cause serious spam implications. Below are examples of words and phrases to avoid:

•    Dear Friend – either personalise properly or use Sir/Madam.

•    Free – Free offer, Free trial, Free application, Free sample, Free access, Free anything can cause spam problems, especially when used in capitals.

•    No obligation.

•    No risk, low risk, risk free.

•    “Click here” or “click below”.

•    Order now.

•    No catch.

•    Money back guarantee.

•    Click to be removed.

•    Have you been turned down?

•    Never mention spam or spam legislation in your emails.

Finally, we recommend running your email through a spam checker that will tell you if your email will be considered spam or not.  You should also set up test accounts at commonly used email sites such as Hotmail, Yahoo and AOL to see if your email comes through into the inbox or the spam box.

http://www.smallbusiness.co.uk/channels/sales-and-marketing/email-marketing/guides-and-tips/334331/how-to-avoid-spam-filters.thtml