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

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                     The E-Marketing Digest
                      Volume #2, Issue #35
                     Copyright, Webbers.com
                          June 19, 1997
                     ----------------------
                    Gary K. Foote, Moderator

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Table of Contents

+ Ongoing

    "A call for new SMTP standards"
       - Adam Boettiger

    "Newsletter Ads"
       - Claudia Hafling

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


From: Adam Boettiger 
Subject: RE: A call for new SMTP standards

Conrad Dubois wrote:

>Like many who belong to this list, I believe TARGETTED UCE
>is OK and acceptable.

Yes, but what are you calling "targeting"?  Because I am on
the Net, I must have a computer, so are you assuming I am
interested in having you send me information on software programs?
That's not targeting.   Stripping addresses from selected
newsgroups also, while it "may" be considered targeting, is
not effective because of the negative response it gets.
Opt-In lists are far more effective and cause far less damage
and headaches than the lists that are obtained by stripping.

There will always be people that feel that targeted UCE is
OK (they are most likely the senders and not the recipients of
it).   And there will always be people who feel that targeted
UCE is unacceptable or ineffective.   But the issue we are talking
about is not targeted UCE.   It is the use of another person or
company's smtp server to send out bulk garbage, and there is
no question that this is causing damage.  There is no question
that this is wrong.   And there is no question that CyberPromotions
is not the only one doing this.

>But don't call for a huge overhaul of the system just to stop him.
>You'll make him a martyr and that's the last thing he should be.

It isn't just his company that is doing this.  I could do it
right now if I wanted to.  The mail protocals as they are written
now work on a handshaking process that is specifically designed
to accept new mail and if it is not addressed to someone on
that host, it will be relayed on.  It is very easy to dupe and
Cyberpromotions is in no way the only company doing it.  They
are just the ones getting the most bad press about it or the
ones getting caught.

>Maybe I sell a product/service that can help
>manufacturers of durable goods do their job more efficiently and
>safer. I don't think I should be lumped into the same category as
>the porno scum or Spamford, just because I used UCE to tell a few
>thousand manufacturers about what I have to offer.

I agree, but again, I was speaking of BULK UCE, not targeted
UCE, not Opt-In E-Marketing.   And, Yes, the majority of
people using BULK UCE right now are in my observations
using it to promote sex sites and get rich quick schemes.
If you don't want to be associated with that type of a
company, then use Opt-In lists which are far more effective
anyhow, like PostMaster Direct http://www.netcreations.com/ .

>Go ahead and prosecute the jerk who steals others resources and
>sends porno crap to millions. But don't throw the baby out with
>the bath water and don't ask for the entire system to change to
>stop a very small minority.

Actually, it is *not* a very small minority at all a lot more
people are doing it the wrong way than you might think.
And I am not suggesting that we throw the baby out, just change the
dirty bath water.

AB

-----------------------------------------------------
Adam J. Boettiger
Vice President of Business Development
Multimedia Marketing Group, Inc.
(888) 699-6939 / (503) 699-6939
mailto:ab@mmgco.com   http://www.mmgco.com/
-------------< "The Online Agency" >-----------------


              ***  NEW POST - Newsletter Ads  ***


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

A Reply to Vol 2, #34:

>As a purchaser of ad space (one who *does* by space in e-zines
>and mailing  lists), I won't make the assumption that "Of course,
>you *are* sending copies of the newsletter to the people who also
>get your ad rate card, aren't you?"  -- I've had to request this
>very basic info from more than one e-zine.  Trust me, no matter
>how good the deal, we don't do any online advertising (I don't
>handle print) in anything that I haven't read... usually several
>issues.  For those who are really ignorant of e-zines, seeing
>copies of what you do is critical...

A couple days after the rate card is sent, I follow up with the
latest issue of the newsletter.  Then, I forward copies to hot
prospects as they are issued from that point on.

>The second obstacle I see is pricing.  No, $25 doesn't sound
>like much, but everyone, including advertisers, is on a
>limited budget and trust me, there are a bunch of people out
>there competing for my $25 bucks. I squeeze every penny I can
>out of the budget I'm given and yes, we buy on large sites
>(e.g., Entrepreneur and Women's Wire), but down to the last $25,
>I'm making choices -- we can't advertise everywhere... and I can
>get banner ads (nice colorful dancing banners) for $25 CPM -- why
>should I pay the same price for plain ASCII?  Consider this in
>your pricing structure and see the tip below for one possible
>way to address the issue.

We've done a lot of research on our prices and I think they're
pretty good. However, if we don't start selling some ads soon,
perhaps we'll have to take a look at that.

>TIP: tell the potential advertiser just how much your list is
>growing (150 per issue) and offer to lock the price of their ad
>for the length of the buy -- no matter how much the list grows.
>I didn't think this tip up, btw, it's the *reason* I bought ad
>space in an e-zine where I thought the CPM was quite a bit high.
>It's a *fast* growing list -- we bought 6 months worth of ads.

Thanks.  I do tell the propsects that very thing in every communique.
I agree it is a good sales point.

Thanks much for your input.


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