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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 #54
                          July 25, 1997
                    Gary K. Foote, Moderator

 The E-Marketing Digest Website:

Table of Contents

+ New Subjects

    "E-zine advertising design"
       - Gary K. Foote

+ Ongoing

    "Claris Emailer 2.0"
       - Rebecca Noel

    "Sorting Eudora Nicknames"
       - Beth Ellyn Rosenthal


                          New Subjects

From: Gary K. Foote
Subject: E-zine advertising design

Hi all,

I spent years as the owner of a small ad agency during the 1980's
and, during that time I must have designed and pasted up (yes, the
old hot wax method) thousands of print ads.  I believe that the
basic principles of ad design for the traditional print medium are,
for the most part, valid for e-zine advertising.

First is the use of white space.  Consider the following example;

     Macrohard blaster-faster chipheads make your PC zoom along at
     the speed of light.  If your computer leaves you hanging, waiting
     for the next screen to appear...  if you have cobwebs on your
     mousepad...  if you get your daily exercise while downloading
     your e-mail, then you need Macrohard blaster-faster chip heads.
     Call 1-555-blaster for full info.

This ad is quite dense and hard to read.  The solution is to add white
space between certain lines, thusly;

                 Macrohard blaster-faster chipheads make
                 your PC zoom along at the speed of light.

     If your computer leaves you waiting for the next screen...
     If you have cobwebs on your mousepad and dust on your keyboard...
     If you get your daily exercise while downloading your e-mail...

               You need Macrohard blaster-faster chip heads.
                    Call 1-555-blaster for full info.

Now the ad is broken up into three thoughts...  1) tells you what the
product is and what it can do for you.  2) gives you examples of the
problem that might seem familiar to the prospective customer.
3) gives the prospect a solution to his problems and contact info.

Of course, this only touches the tip of the iceburg in terms of
creating good advertising.  Anyone else have some design tips they
would like to share?

Gary K. Foote, Moderator


From: Rebecca Noel 
Subject: Re: Eudora

Dear Gary and Subscribers,

After seeing the many posts concerning Eudora, I finally had to
make you aware of a truly incredible email program, Claris Emailer 2.0.

It is one of the best advantages to having a Macintosh and if emailing
is part of your marketing plan, is well worth buying a stand along Mac
to operate this program.

I believe that Claris has recently made a PC version.

Fog City, the software manufacturer,, developed\
the software and Claris markets Claris Emailer 2.0.  I have been a long
user of Eudora (1.0 - 3.1) and Eudora cannot touch the strength of this
program.  It will do practically anything that you need.

The really nice thing about it is that Fog City develops add-ons and
scripts and makes them available for FREE.  They also have a great
email newsletter that has very active participation from subscribers.

Fog City has recently developed another program called LetterRip.
You can download it and use it for a month at their site. (see above)
This program enables you to run a mailing list just as if you were
using a listserver on your own computer.  It is incredible!  You
need 2 email addresses (one to subscribe and one to unsubscribe).
When you log on to your internet provider, you just start your program
and it automatically updates your subscribers and unsubscribers.
You do not HAVE to have a full-time internet connection for this to work.
Fog City is running a special promotion price of $99 (regularly $298)
It is worth every cent of $298.

I must sound like the PR person for Claris and Fog City.
But, I am just a very satified user. They are really specialists in
email software.  There are also many add-ons (archiving your email,
databasing your data and addresses, etc.).


         Free List of World Holidays

Rebecca Noel                   +1-713-973-1191               +1-713-827-8110       Houston, TX USA

             ***  NEW POST - Sorting Eudora Nicknames  ***

From: Beth Ellyn Rosenthal 
Subject: Sorting nicknames in Eudora
Mime-Version: 1.0
Content-Type: text/plain; charset="us-ascii"

Howdy from Texas:

I went to a Eudora newsgroup and someone there came up with an
elegant solution that works with Eudora 3.0.1 for Windows (32).

First, select all the names in the nickname you want sorted.
Then go to
Edit/Message plugpins/Sort a-z.
It will alphabetize everything in a flash.

I had to copy my zine nicknames from Eudora 1.5 and move 'em to
Eudora 3.0.1. so I could sort. Works like a charm.

I love the Internet. Someone out there always has the answer!

(hugs) from Dallas, Beth Ellyn :D

Do you have a health problem you can't fix?
We can help when the MDs are stumped.
Phone:(972) 390-0323 or 800-687-9531
Fax: 214-553-8199

       **    NEW POST - Subscription Based Newsletters  ***

From: (Philippe Scheimann)
Subject: subscription-based newsletters/ezines

Cynthia (Sunni) Freyer wrote:

>My research to date has indicated that subscription-based
>newsletters/ezines aren't faring well.  I'm curious as to whether
>or not anyone has more recent information on this subject.
>Have the winds changed?  Anyone know of success

The only not free newsletter that I subscribe for is Innovation -
weekly .  The authors are also publishing the (famous) Edupage 3
times a week for free.  Innovation is clearly worth the yearly $15
but I dont know if this is a business success.  This is the second
year and I read some very good feedbacks.

I quote:

Innovation, written by John Gehl and Suzanne Douglas, reports on
trends, strategies, and innovations in business and technology to
give the reader an executive briefing on the future.  Paid
subscribers may access back issues at
. For a six-week free trial
subscription to Innovation, please send a message to and in the subject line type the word:
'subscribe'.  You can also use the trial registration form on our
web site at

My 0.02


Philippe Scheimann MBA MSc, Management % Intxxnet consultant.
Tel-Aviv. Israel

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