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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 #37
                          June 25, 1997
                    Gary K. Foote, Moderator

     The E-Marketing Website:

Table of Contents

+ Moderator Comments

    "On formatting"
       - Gary K. Foote

+ Ongoing

    "Newsletter Ads"
       - Claudia Hafling

    "Shopping website help"
       - Emmanuel Allix

    "On Targeting"
       - Yury V. Lyalin
       - Moderator comment


                       Moderator Comments

Hi Everyone,

As moderator of more than one e-mail discussion list I get a ton of
e-mail.  One thing that always surprises me, especially among
e-marketers, is the lack of attention paid to formatting.  A poorly
formatted document will scream 'amateur' as loudly as mis-spellings
or bad grammar.  Not an image anyone in business would willingly or
knowingly allow to continue.

This publication is produced with a maximum character count per line
- including all spaces - of 69.  This assures me that each issue will
format correctly on most, if not all, mail readers.

I use a simple, manual method for accomplishing this.  If you will
notice, this digest contains long lines of hyphens, or dashes (-) to
separate the fronter and footer from the body of the publication.
Each one of these is 69 characters in length.  I use these as a
'standard' measure for line breaks, comparing by eye as necessary.

Now, this method is pretty time consuming - it means manually
reformatting a lot of posts to this list - and others - before they
get included (friendly hint).  I'm sure there are simpler, more
automated methods for doing what I do by hand, but I haven't taken
the time to look for them...  I've been too busy reformatting text.

So, those subscribers who use their software intelligently (unlike
myself) please share your secrets with the rest of us, OK?  We're
waiting for you to help us all look good.

Your moderator,

Gary K. Foote


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

>From #36:


Thank you John.  And I just want to say thank you to everyone
over the past few issues who has been kind enough to help out
with their advice and experience.

This is a great list, Gary!

-Claudia L'Engle Hafling
for Canine Times, the free e-mail newsletter for dog owners

            ***  NEW POST - Shopping website help  ***

From: Emmanuel Allix 
Subject: Re: Help Setting Up On-line Shopping Site

Dear list members, Bonjour,

I would like the list members who replied and gave me
fruitfull information.

As a general request from list members, I would like to
share few points received.

1. Maketing Data, Surveys and Analysis on E-commerce

Thanks to all the list members, I received several interesting
source Web addresses such as to name 2 of the valuable ones and

After analysing these different sources of information, as well
as other comments of list members, it appears that our French
Fashion Shop (, an I-mall gathering
French fashion garments, accessories and affiliated products
might have a reasonable opportunity on the Net.

As a general admitted conclusion, I-mall can become a real
interesting channel of distribution (compared to a single shop)
if this I-mall invests in becoming the driving force for traffic
by promoting and communicating its offers through all the
well-known channels you all are well aware of (search engines,
targeted mailing list, banners, link exchanges, classic media, ..).

2. Commerce Suite & Web Hosting

Lots of products to develop a web commerce site are already
available on the Web, to name a few, we found :

Most advanced products, while waiting new solutions such as Microsoft
suite, seem to be the Mercantec, Ifact, Icat, and Outreach solutions.
All of them have developped a newtwork of VAR ISP partners that can
provide different complementary services.

3. Payment Systems

The major problem in France.

3 solutions Payline, SLIGOS and Kleline exist but are really expensive
compared to American based solutions. French Government still has not
approved Cybercash, First Virtual or any other systems.

We will have to go for one of these or to find another solution such
as creating a structure in the USA.

Once again, I would like to thank all of you for your valuable help,
and still expecting any feedback,

Best Regards,

Emmanuel Allix

37 Rue Marcel Dassault
92100 Boulogne-billancourt
tel : 33 6 09 69 11 73
fax : 33 1 46 94 84 80

               ***  NEW POST - On Targeting  ***

From: "Yury V. Lyalin" 
Subject: On Targeting


Belle Model  wrote:

> ... How else can you find out who on
> the Internet wants what you are selling?

This is the good question!
I think exist few way for do it:

  - web search using keywords related to
    your products and services;

  - participate in newsgroups, mailing lists
    related to your products and services.
    If anybody ask for help in solve an problem
    and you can solve it use your products and
    services, then you can send solution to
    newsgroup or mailing list and your ads to
    asking man;

         With best regards,
                Yury V. Lyalin



[ Moderator comment ]

Hi Yuri,

You are right on target with your approach to targeting.  Here are
a few other methods for finding that elusive, magical 'market' of
consumers that are out there in cyberspace.

a) Opt-in programs (like PostMaster Direct and others) offer the
ability to reach categorical markets of people ASKING to read your
commercial message.  These services are not free, but the cost is
modest (a few hundred dollars, US) and, with well crafted copy,
should generate some sales.

b) Build a list of e-mail addresses you can post a 'newsletter' to
by asking people to request an e-mail every time you update your
site.  If your site has valuable, rotating or changing content many
will sign up for this.

c) Start your own e-mail discussion list based around your product
or service.  This will raise your company's online image to 'expert'
in it's field.  A small commercial message (low-key) in your regular
list footer will bring more inquiries.

I'm sure many others on this list have methods they use.  Let's pool resources on this one.  I'll generate a FAQ on targeting once we have a decent-sized, quality body of techniques.

Your moderator,

Gary K. Foote

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