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                    The E-Marketing Digest
                     Volume #2, Issue #2
                         May 10, 1997
                   Gary K. Foote, Moderator


Table of Contents

+ Moderator Comments

    "The definition of spam"

+ New Subjects

+ Ongoing

    "Flameproof e-mail"
       Cynthia (Sunni) Freyer

    "RE: Spam software or e-marketer's tool?"
       Andy Rebele

+ Announcements

    "Filtering out spam"
       Adam Boettiger


+ Moderator Comments

What is the definition of spam?

Just what IS the definition of spam?  I believe that one of the
things we, as a group of interested internet marketers, must do is
answer this question.  Any ethical e-marketing campaign must avoid
spamming at all costs.  The only way to do this successfully is to
have a crystal clear definition of spam.  So, I submit the following
for discussion...

Spam is:

    Any unsolicited e-mail, whether widely broacast through
    e-mail or USENET, or sent to a single recipient.

+ New Subjects

+ Ongoing

From: "Cynthia (Sunni) Freyer" 
Subject: Flameproofing

Gary wrote:

>I find it fascinating that you got no flames out of 500
>e-mails.  Question:  Was it the succinct nature of the
>posts that made them 'flameproof' or were the posts
>simply 'very' carefully targeted?  If the latter, would
>you share your targeting methods with the list?

Ditto on the fascinating.  Gary, I have been in
PR/Marketing for 25 years and am constantly amazed
at how I grow in ignorance at the same rate that I grow in
experience.  There is only one thing I know for sure.
People want to be treated with kindness and respect --
and that at the end of every email (or other
marketing message) is a living, breathing person.
So, in answer to your question, I don't have all the
answers.  What I do know is that I don't like
an ad message shoved down my throat --
that's a lack of respect for my time.  I believe
others feel the same way.  We didn't do that.
We politely -- and in as few words as possible --
asked first if they would like to receive info on
the free newsletter.  Quite frankly, I feel honored
when someone (rare!) asks me first.  In fact,
that immediately says something to me about
the respectability of the company behind the
send. Positive image-making.  And yes, our
sends were targeted.  It's fairly easy, although
time-consuming, to visit -- in our case --
a forum attracting dog owners and, thus,
locate the addresses of dog owners.  As that
is the audience for the e-mail pub, it's
highly likely they'll be interested.  We also
communicate that it is a double opt-in
list; that no addresses will ever be sold or
distributed; and we only work with a
list server that allows no spamming and
has the highest ethics in regards to privacy.

Does that answer the questions or raise

Cynthia (Sunni) Freyer          Voice: 509-332-3956
CFNA, Inc.: PR/Marketing          Fax: 509-334-2525
  ~~Plus...Publishers of Canine Times, the free
    e-mail newsletter for dog owners~~


From: Andy Rebele 
Subject: AY Mail

Andrey -

What is offensive about AY Mail is the sentence from your web

   You can customize headers for the messages you are sending

This feature is one which is very useful for spammers and not very
useful for people who are legitimately sending mail to their
customers. Legitimate email users WANT their customers to know who
sent the mail.  A feature which lets you "customize" the headers is
purposely designed to assist spammers, not the legitimate email users
you describe in your posting.  If you want people to believe that you
created your software for legitimate use only, then you should remove
features which are only designed for the illegitimate users.

 The best source for online shopping:
    The Internet Shopping Directory

+ Announcements

In terms of Spam (Unsolicited Bulk email advertising), you
are either part of the problem or part of the solution.

John Audette (I-Sales Digest Moderator) and myself have decided
to be part of the solution.

We have gathered from various sources, specific domains that
are known to generate bulk unsolicited email on a daily basis,
and have placed them as a clickable text file on the Web, along
with step by step instructions on how to insert this file,
"filters.pce" directly into any Eudora program so that all
email received from these domains is deposited directly into
a Spam folder or into your trash can.

As more domains are purchased by rhogue ISP's and known
spammers, we will be continually updating this file, so
all you'll have to do is change the file or refresh it
every so often.   We have found that filtering these
domains allows us to get rid of 98% of all bulk unsolicited
email as it is downloaded.   It is an incredible timesaver.

Bulk unsolicited email is a problem that is not likely to
go away any time soon, but we hope that this site will provide
people with the information they need to deal with this problem,
and at the same time provide those new to online marketing with
an incentive to investigate other more constructive ways to
promote their businesses online, rather than use bulk unsolicited


--Warmest regards,  Adam Boettiger, Moderator, I-Advertising Digest


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