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The eMarketing Digest
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                     The E-Marketing Digest
                      Volume #2, Issue #33
                          June 17, 1997
                    Gary K. Foote, Moderator

The E-Marketing Website & Archives at:

Table of Contents

+ Ongoing

    "A call for revised SMTP standards globally"
       - Adam Boettiger
       - Moderator Reply

    "Newsletter ads"
       - Claudia Hafling



From: Adam Boettiger 
Subject: A call for revised SMTP standards globally

Gary wrote:

>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.

I am almost shocked when companies tell me that they are considering
using such a service (as Bulk UCE).   One would think that the
people that use such a service (those selling pornography and
get rich quick scams) would realize the negative impact using such
a service could have to their online reputation.   But then again,
they must be getting *some* results from it or they wouldn't
continue using it and all of these types of companies would
become extinct.

I think there are two ways that this type of irresponsible marketing
can be stopped - at least to stop them from using others' domains
and causing system outtages - and these are my opinions only, not

1.  Each and every ISP whose domain gets "borrowed" by these companies
should file a lawsuit and seek high damage amounts.   They may have deep
pockets, but no one is immune to bankrupcy.   I am sure there are
many lawyers who would even volunteer their time to file such suits.

2.  I would call for a revamping of SMTP standards on a global
scale.    When I receive my Pop account from my ISP, I would be also
issued something similar to a Verisign ID that would be invisible on
my email messages, but without it I could not send out.

As it stands now, smtp is designed for handshaking and can easily be
duped by people like Sanford.   Unfortunately this would require
major restructuring of protocals, but it would effectively put them
out of business if the only domains they could put in the return address
were their own.

Myself, I just filter all of it out, and add new domains
to the list as they come in, realizing that his company is doing
what they are doing *strictly* for the money, and has no interest
whatsoever in whether or not they are successful in promoting
their customers.   They may "appear" to be genuinely concerned with
helping businesses promote themselves on the Net, but you and I
and all the other veteran E-Marketers know that the Internet is
not television and it never will be.

You can't broadcast email out to 4 million people and call it
"successfully targeting your niche market".

Adam Boettiger

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

[ Moderator Reply ]

I like the idea of a hidden 'ID' for each e-mail connection,
but I have to wonder...  wont those boyz with the best computer
toyz quickly figure how to hack IDs?  I mean, if hackers can get
into the FBI conmputer system and mess with their website, then
they can probably break into my little ol' ISP with only 'normal'
security in place...  Yes..?  No..?  (I'm not a sysadmin by any
stretch of the imagination)

Gary K. Foote, Moderator

              ***  NEW POST - Newsletter Ads"  ***

From: Claudia Hafling  <102440.51@CompuServe.COM>
Subject: Re: Newsletter Ads

IN ISSUE #32, John McCabe said:

>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.

Thanks for your thoughtful response.  To reply:

1)  No, we're not pitching Purina.  We're pitching small firms,
lots of specialty firms, etc., which I think is appropriate.

2)  That's a question each advertiser will have to answer, but
I think the conversion rate would probably be a little higher,
since the mailing list is so targeted.

3)  I'll continue to do that.  Thanks for the reinforcement.

4)  We're sending several things, one at a time, but I am refining
the pitch copy.  I'll take another look at it.  Thanks much.

In the same issue, Bob Rankin said:

>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.  :-)

To respond:  Thanks Bob. We do number 1 already and have done
some buy 1 get 1 deals to get another couple of advertisers into
the fold this month.  We'll do a little more of this if you think
it might help (??).

We have some reader testimonials that we're getting ready to send
to prospective advertisers.  I'll see if we can get an advertiser
testimonial or 2 to go with. Do you think reader testimonials are
valid as a marketing tool?

We have been tossing around the reader survey idea.  What kind of
demographic info, in your experience, are advertisers most int'd.

We'll work on the latter, too.

Thanks so much.  Appreciate the help.

Claudia Hafling
for Canine Times, the free e-mail newsletter for dog owners!

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