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The eMarketing Digest
© 1996 - 2008
Library of Congress
ISSN 1522-6913

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Webbers Communications
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                     The E-Marketing Digest
                      Volume #2, Issue #22
                         June 3, 1997
                     ----------------------
                    Gary K. Foote, Moderator

---------------------------------------------------------------------

Table of Contents

+ New Subjects

    "E-marketing techniques"
       - Gary K. Foote

+ Ongoing

    "When e-mail costs $$$"
       - Sunni Freyer

    "Opt in - PostMaster Direct"
       - Cheryl Gonzalez

    "Responding to Spam"
       - George Blake

+ The Corkboard

    "Senator Murkowski's E-mail & Legislation URL"
      - Gary K. Foote

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                      --------------------
                          New Subjects
                      --------------------

From: Gary K. Foote
Subject: E-marketing techniques

Sunni Freyer wrote;

>Anywho, I'm eager for more discussion on successful
>e-mail marketing techniques. What techniques have others
>used that didn't pan out.  Which techniques have
>resulted in the effort being profitable?    What about
>statistical evaluation of efforts.  Does the 1% to 3% range
>common to d.mail as a "guide" apply in the email
>world.  Should it?  There is much to be discussed, I think.


Sunni,

My experience with e-mail marketing has been limited to individually
targeted e-mails and newsgroup postings.  One client, an industrial
packaging firm, has been particularly interesting to develop and
implement an online marketing campaign for.  Admittedly, this
package is wider in scope than e-mail only, but I believe that any
marketing campaign that focuses on a single method of 'getting the
word out' is missing a great deal of potential customers.

1) We created their website [ http://www.chickpackaging.com/ ]
based on their existing image.  The idea is to create a website that
looks like the rest of their marketing materials.  Continuity of
image is an important issue.  Within the site we offered many ways
for the customer to communicate with our client.  We gave visitors
a list of the benefits of using our client's services.  We gave
customers examples of their products, ordering information, etc.  We
also offered the entire text of the website by e-mail using an
autoresponder.  This gets triggered a lot and not only saves the
time of the site visitor, but returns the e-mail address of the
visitor to the client.  A short followup a week after the initial
'contacts-by-autoresponder' was also instituted.

2) We registered the finished website as widely and closely
targeted as possible.  We used a combination of automation and
hand-registrations.

3) We wrote and disseminated press releases and 'New' notices
wherever possible.  Many were delivered to known contacts by e-mail.
Others were delivered by e-mail to 'new' contacts - those in the
industry publications who accept unsolicited press releases.  We
also released to the local and regional press, covering the
client's existing geographical market area.

4) We used the search engines to find new, potential customers
websites.  The key to success in this phase was/is to use keywords
related to the client's *potential customer's* industries, not
necessarily the client's industry itself.  We then visited each
website and looked them over thouroughly.  If the site seemed
like it represented an enterprise that might benefit from our
client's services/products, we *used the e-mail link provided*
on each site to send a personal e-mail (based on a pre-developed
info sheet) to each company.

5) We used manual searches of newsgroup names, coupled with
DejaNews searches to target our newsgroups.  Here we 'hung out'
and participated whenever possible.

Our clients began getting responses right away.  In about 90 days
they began realizing sales, not only to new customers, but to new
marketplaces in new geographical areas.

This approach does well for businesses with high $$
products/services because a single sale can offset a great deal
of the cost of a 90 day marketing campaign.   In the case of Chick
Packaging, Inc., response rates were WAY above 3%, but the campaign
was very closely targeted and under the control of a single office.
I'm not really sure that ethical e-marketing can be directly
compared to d.mail for this reason.

Smaller $$ cost products/services will get more mileage out of
mailing list sponsorship/participation and usenet postings than
the time-intensive, website researching method outlined above
because you can reach more than one person at a time, yet can
maintain a fair level of 'target'.

Gary K. Foote, Moderator


                      ---------------------
                             Ongoing
                      ---------------------


From: "Cynthia (Sunni) Freyer" 
Subject: Re: The E-Marketing Digest, V2, #21

Claudia L'Engle Hafling Wrote To Barry:
Yeah, but... Do we have a right to cost someone money without
their prior consent, knowledge or approval?  We read here on
the list a couple of days ago how, particularly in Europe, many
people pay per piece for e-mail that is received in their box.
So, how can it be right (let alone legal) for us, as marketers,
to send them stuff they didn't ask for that costs them money
whether they open it or not?

My Response:  This post made me recall that on CompuServe
there is an option (or was) that allowed one to select whom would
pay the email "postage:" receiver or sender.  Not sure if that
option still exists.  But what an interesting solution to at least
one aspect of the spam problem. Would still need tweaking.
There's an obvious loophole.  But it's a seed idea.

Anywho, I'm eager for more discussion on successful
e-mail marketing techniques. What techniques have others
used that didn't pan out.  Which techniques have
resulted in the effort being profitable?    What about
statistical evaluation of efforts.  Does the 1% to 3% range
common to d.mail as a "guide" apply in the email
world.  Should it?  There is much to be discussed, I think.

Cynthia (Sunni) Freyer		Voice: 509-332-3956
CFNA, Inc.: PR/Marketing		Fax: 509-334-2525
				email: cfna@pullman.com
  ~~Plus...Publishers of Canine Times,
    the free e-mail newsletter for dog owners~~
      		owner-caninetimes@po.databack.com


           ***  NEW POST - Opt in - PostMaster Direct  ***


From: Cheryl 
Subject: Opt-In is same as spam collecting

Ryan Scott said:

> you are confusing 2 different services.   PostMaster is our URL
> Announcement service.  PostMaster Direct is targeted email.  Totally
> different.  Sorry for the confusion.
>
> OPT-IN means that the subscriber opted for receipt of mail with no
> strings attached, exactly as you state it should.
>

When I first heard about Postmaster's opt-in mailing lists, I decided
to visit their site to see how you opt-in.  Has anybody else done
this?  I didn't see how to opt-in but there was a way to see if you
are on their lists.  Imagine my surprise when I was on the list!  I
have never opted-in with any list, so when I saw my name I opted-out.
Perhaps Ryan would care to explain how a person opts-in, because I
think my name was collected in the usual way a spammer would.

Cheryl Gonzalez, Registered Dietitian
Board Certified Clinical Nutritionist
mailto:healthy@Email4u.com

    |            MAKE YOUR HEALTH, YOUR FIRST WEALTH !!!         |
    |          Special Report on Oxygen by Fax-On-Demand:        |
    |              512-505-6808 - follow the prompts             |
    |                 http://www.readbiotech.com                 |
    |====***==========***==========***=========***========***====|
          http://www.idcocs.com/cgi-bin/index.cgi?12585



               ***  NEW POST - Responding to Spam  ***


From: George Blake 
Subject: SPAM

When I am Spammed I send an email to the person, the ISP, every computer
server the spam was routed though, the business that owns the copywright of
what they are selling, the spam program maker if I know it, the company
that they are using for an autoresponder, and every email address within
the spam, and to SPAM-L.

If the person is in the habit of spamming, the ISP often writes back to me
that thier account has been canceled.

I make a point of never ever buying from that company.

So, it is best not to send me spam. With such negative feelings out there
about it I just don't understand why people do it.

I do sign up on some web pages for information to be sent to me. It is a
good Idea if when someone sends messages from these kind of sites they make
sure they put in the message where the message came from so the person
getting it does not think it is spam.

As far as those "send an email and I'll take you off the list" type of
spams, I think they are still spam and still a waste of my time. They
should not be sent in the first place.

You know, it would be a great idea of all the SPAMMERS got together and
traded email addresses of all the people who complain about spamming so
that if they are going to do it, at least they don't spam me or others who
are complaining about it.

I think spamming hurts a businesses image. People equate it with get rich
quick scheams or pornographers.

George Blake
aapt@niia.net

                      ---------------------
                          The Corkboard
                      ---------------------

From: Gary K. Foote
Subject: Senator Murkowski's E-mail & Legislation URL

For those who would like to communicate their opinion on Alaska
Senator Murkowski's proposed legislation, his e-mail address is;

mailto:email@murkowski.senate.gov

Here is the URL for S.771 Bill Text (the proposed legislation)

http://www.senate.gov/~murkowski/commercialemail/EmailBillText.html

Gary K. Foote, Moderator

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