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The eMarketing Digest
© 1996 - 2008
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ISSN 1522-6913

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                     The E-Marketing Digest
                      Volume #2, Issue #32
                          June 16, 1997
                    Gary K. Foote, Moderator


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Table of Contents

+ New Subjects

    "Why are you hiding, Sanford?"
       - Adam Boettiger
       - Moderator Reply

+ Ongoing

    "Newsletter ads"
       - John McCabe
       - Bob Rankin

    "Netscape (Was Porno Spam)"
       - Onno Hoogendoorn
       - Moderator Comments

+ The Corkboard

    "Psychology of E-mail"
       - Philip Stills Doyle

    "FTC Privacy Workshop"
       - Ryan Scott


                          New Subjects

From: Adam Boettiger 
Subject: Why are you hiding, Sanford?

Courtesy of the Internet Advertising Report Weekly

"Another Day, Another Court Order for Cyber Promotions"

Philadelphia-based spam king Cyber Promotions Inc. again has been
hit with a temporary restraining order, this time by Texas State
District Judge Pat Mizell, who ruled in favor of a
Houston-based Web Systems Corp., which caters to the disabled.

Web Systems claimed that CPI sent unsolicited e-mail advertising
using Web Systems' e-mail address as the return address and that
its server was overwhelmed by the resulting traffic.

Reports reveal that Web Systems chairman Gavin Clarkson plans to
file a class-action lawsuit asking the court to consider all
domain-name owners as a single class. This may prevent CPI from
using e-mail servers at any domain name other than its own.

CPI has lost in court to a host of ISPs and online services,
including America Online, Prodigy and CompuServe. The company
generates 4 million pieces of e-mail a day.

My question is:  If there is nothing wrong with unsolicited
bulk email, then why do companies like Cyber Promotions need
to put other peoples' domains as a return address for mail
that they send out in bulk?

BTW, this was snipped from the IAR Weekly which we manage
for Mecklermedia/

To SUBSCRIBE, (It's free)
In the BODY of your message, put: JOIN


Adam J. Boettiger
Vice President of Business Development
Multimedia Marketing Group, Inc.
(888) 699-6939 / (503) 699-6939
-------------< "The Online Agency" >-----------------

[ Moderator reply ]

Adam asked a good one;

>If there is nothing wrong with unsolicited
>bulk email, then why do companies like Cyber Promotions need
>to put other peoples' domains as a return address for mail
>that they send out in bulk?

Hi Adam,

Sanford sends out such huge quantities of bulk e-mail that
he generates enormous amounts of return 'flames'.  Enough,
in fact, that those who are unlucky enough to be the victim
of his domain name 'borrowing',  have often had their systems
overwhelmed by his angry recipients.  Surely, if he left his
own domain name(s) in the header, he would be out of business
in less than a day - brought down by the sheer volume of return

A smaller e-marketer might be tempted, thinking, "If I don't
use my own return address, I can get my message out to MILLIONS
of people without getting any flames in return".

Even if this really worked 100% of the time (which it doesn't),
consider two big negatives in falsifying your return address;

1) A false return address means your customer cannot reach you
by e-mail to purchase your product/service.  So, how do you close
the sale?  Do you include an 800 number?  It would quickly become
overwhelmed by incoming calls complaining about the spam.  Do you
use a postal address?  You would receive a ton of negative mail.
Point to a website?  You still need a contact point with your
customers.  Know that your complainers will reach you at that
contact point as well.

2) The recipient cannot REMOVE themselves from your database.
This angers the recipient and raises the chances of a complaint
to your ISP.  This also waters down your list with automatic
'no-sale' responses.

Your online image IS who you are...  both online and,
increasingly so, offline.  If your image is that of a spammer
your chances for longevity are sharply reduced.

The difference I see between what Sanford Wallace does and what
a responsible e-marketer does has to do with targeting.  A well
targeted e-mail campaign will reach people who, for the most part,
will be interested in the information they receive.  Yes, there
will be some who will 'flame' you for 'spamming' them...  heck,
I get flamed once in a while for sending this digest to the
occasional forgetful subscriber.  Just remember, the better you
target your market, the fewer 'flames' you will incur and the
more sales you will make.

Gary K. Foote, Moderator


From: John McCabe 
Subject: Newsletter ads

In issue #31, Claudia wrote

>We've been getting about a 15% yes response from the initial one-line
>inquiry.  Trouble is, and I admit I am Brand Spanking New to e-mail
>ad sales and don't know exactly what I am doing, I can't close 'em.
>We have approximately 1,000 subscribers at present, increasing approx.
>150 per issue (3 issues per month).  It has been suggested to us that
>we don't have enough subscribers, yet, to make it worth an advertisers
>while.  I don't know that this is really true -- I mean, if you're
>selling dog leashes or food, here are 1,000 totally qualified
>prospects.  They own dogs.  The rates are not high.  You can purchase
>a 6-line (60 character/line) ad for about $25 and they go up from
>there, but largest is an e-advertorial that is still well under $100.

There are several things to consider here.

1. If they are contacting large companies (i.e. Purina), they spend more
than the cost of the ad in the mechanics of evaluating and placing it. A
company selling tons of dog food isn't interested in 1,000 impressions. Add
another ,000 to that number and they'll take some notice.

2. Each prospect will consider an ad based on their past experience in
converting ad impressions to sales. Even assuming the old rule of thumb for
direct mail of 1% response, that's 10 sales. Would you spend $2.50 - $6.00
per sale if you only made $1 on a bag of dog food?

3. Try concentrating on small, specialty products related to dog ownership.
Handmade dog crafts, etc., will typically have margins that make that cost
per sale attractive. And small companies can see real benefit in a small
number of sales.

4. How are you pitching your service? If you're simply sending rate cards,
I'm not surprised at the result. Show them the benefits to them. "1,000
totally qualified prospects" is a feature. "Test your new offer at low cost
by showing it to 1,000 dog lovers" is a benefit.

Lots of luck. Remember, in business, life and love, SUCCESS is never an

John McCabe-------------------->
FREE sample issue, subscription to:
Outdoor Adventure Digest    
Webtours News          
Web-Guides News               
or visit us at

               ***  NEW POST - Newsletter Ads  ***

From: Bob Rankin 
Subject: re: Mailing list ad sales

Claudia Hafling asked about how to generate ad sales for sponsored mailing
lists.  Welcome to the sometimes very discouraging world of trying to make
a buck on the Internet.

I can offer a few tips I've gleaned from selling billboards on the
Internet Tourbus for almost two years:

1) Mention in each issue that your free high-quality resource is
   made possible by sponsors.  Many sponsors will come from your
   subscriber set.

2) Run free or swap ads in the startup phase - but DON'T let the general
   readership know they're freebies.  Once people see a steady stream of
   ads, they'll be more inclined to jump in with $$$.

3) Get advertiser testimonials.  "We sold 50 Pooper Scoopers the
   very first day!"  Make this info available to potential sponsors.

4) Take a survey to get reader demographics.  Advertisers love this
   kind of info, and it makes you look more professional.  "You want
   demographics?  Hey, we GOT demographics!"

5) Have a catchy sigfile to promote yourself in other forums.  :-)

  /_____|______|______|______|______|    \      THE INTERNET TOURBUS
 |     "Why Surf When You Can       |     |    80000 Riders Worldwide
 |          Ride The Bus?"          |     |     For Advertising Info
  (_)(_)   (_)(_)

           ***  NEW POST - Netscape (Was Porno Spam) ***

From: Onno Hoogendoorn 
Subject: Re: Porno Spam

><HISTORY is usually located in the Windows folder.
>I have a Mac.  Does anyone know if this feature is available for

If you use Netscape you should find the file 'Global History' in a folder
called 'Netscape f' in the Preferences Folder. If you use Internet
Explorer you should find the history-file inside the 'MicroSoft
Internet Explorer'-folder inside the preferences-folder.


Onno Hoogendoorn

For FREE info subject: CIP

[ Moderator Comment ]

I have allowed this thread to get way off topic and so, with
this final bit of information for the Mac users on the list,
the thread is officially closed.  Future questions about web
browser software should be asked in their proper forums.

Gary K. Foote, Moderator

                          The Corkboard

From: B2B Info 

  Email users are expected to double between now and the year 2000,
surpassing the 108 million mark. These users are expected to receive
more than 7 trillion messages per year, with a growing proportion of
them generated by machines rather than humans. A recent study by
Inverse Network Technology shows t hat on the average, nearly 12
percent of e-mail takes more than five minutes to deliver, and some
providers keep 10 percent of their customers waiting more than an
hour for their mail.  By the end of 1997, Germany will be the
largest European Internet market, measured in terms of users,
followed by the UK, Sweden and France.

  Consumers wishing to have their electronic mail addresses
shielded from unsolicited, "bulk" e-mails will benefit from an
agreement between Philadelphia-based Cyber Promotions, and Aristotle.
org, the Washington-based Internet site that helps consumers get
their names off of junk mail, telemarketing and e-mail lists.  Cyber
Promotions accounts for more than 4 million e-mail ads daily.
Beginning immediately, the company will block unsolicited e-mails
from going to any of the nation's 138 million voters who request
blocking at the Internet address .

Best wishes,

Philip Stills Doyle
President, Doyle Marketing, Inc. -- since 1982
Consultant, Business-to-Business Communications

Author, Get A Life, best-selling marketing book
Publisher, B2B eNews International Business Journal
Publishers' Rep, San Francisco Bay Area Business Journals Subject=Editor
PO Box 1397 Santa Rosa, CA 95402 USA
fax: 707 579 1197

(c)Copyright 1997 B2B eNews / Doyle Marketing, Inc.

              ***  NEW POST - FTC Privacy Workshop ***

From: "Ryan Scott" 
Subject: FTC Privacy Workshop

If you have Real Audio and 3 hours to spare, visit and check out the FTC Privacy Workshop

Sanford spoke, Rosalind (NetCreations) spoke, many others.  It was very
interesting.  If you are interested in the spam/privacy issue, check it
out.  It's worth it just to hear a decidedly *interested* and
*receptive* FTC listening to what the industry had to say.

Little plug: Rosalind's bit starts at 2:14:24.0 and Sanford makes an
interesting comment about his (recent) no relay policy a few minutes

The direct url is

      Ryan Scott - - 718 522 1531
          - Reinventing Direct Marketing on the Net -
       NetCreations, Inc -
                - Targeted 100% OPT IN Email -
PostMaster Direct Response -
             *be sure to quote me in your reply*

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