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                     The E-Marketing Digest
                      Volume #2, Issue #72
                          Sept 3, 1997
                    Gary K. Foote, Moderator

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Table of Contents

+ Ongoing

    "Spam is...  Spam isn't..."
       - George Matyjewicz
       - Moderator's Reply

    "Eudora Formatting"
       - George Matyjewicz

    "John Q. Hobbyman Campaign"
       - John Q. Hobbyman



From: Rainmaker 
Subject: Re: Spam is...  Spam isn't...

At 07:35 AM 9/3/97 -0400, you wrote:
>             ***  NEW POST - Spam is...  Spam isn't...  ***
>From: "B.Bathelot" 
>Subject: Vocabulary
>I know the word "spam" has already been defined for a long time but I need
>some precise details about vocabulary (I'm french).
>What are the differences and similarities between these terms ?
>spam / junk e-mail / bulk e-mail
>Bathelot Bertrand
Here in the US, they are trying to include Spam into the portion
of US Code 47.5.II section 227 that outlaws "Junk Faxes" (see it
at ).
An excerpt:

"The term ''unsolicited advertisement'' means any material
advertising the commercial availability or quality of any
property, goods, or services which is transmitted to any  person
without that person's prior express invitation or  permission."

So, if you are sending an e-message to somebody who has not
requested it,  you are spamming.

Junk e-mail is the same as Spam -- unsolicited e-mails.

Bulk e-mail may be different, depending on the source of the
list.  To buy those lists that offer 1 kzillion names for $1.98
is buying a Spam list -- one that was probably obtained from
newslists (yes the names are often easy to get, unless protected
by the list owner), or e-mail scavengers, or other sources.

There is a term on the Net called "opt-in" which means the
subscriber has opted to be included on a list to receive
information.  That is accepted and not considered (by most
people) Spam.  Companies like ZDNet, Netcreations and others offer "opt-in."

Finally, if folks came to your site, and signed up to be included
in mailings, that is your list and not considered Spam.

Hope that helps.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases:
Specializing in Professional Firm "Rainmaking" programs.

                     ***  [Moderator's Reply]  ***

Hi George,

In most cases we agree, but, as to the definition of 'spam', we have
some that are not so aligned.  You say;

(From US Code 47.5.II section 227 that outlaws "Junk Faxes")

>"The term ''unsolicited advertisement'' means any material
>advertising the commercial availability or quality of any
>property, goods, or services which is transmitted to any  person
>without that person's prior express invitation or  permission."
>So, if you are sending an e-message to somebody who has not
>requested it,  you are spamming.

I fail to see the connection here.  Certainly, an unsolicited e-mail
ad is considered UCE (Unsolicited Commercial E-mail), but that does
not make it spam.  A carefully targeted e-mail campaign...  one that
uses single e-mails to known interested parties... is not (IMNSHO)
spam.  It is, instead, a marketing campaign that has taken the time
to tightly qualify recipients who might benefit from the offered

I contact prospective customers for clients every day.  I use e-mail
almost exclusively for these contacts.  I have only been accused of
spamming one time, and that was by someone who thought I had sent
Bulk E-mail, not individually targeted advertisements.  In fact, this
person - a buyer for the company in question - ended up buying products
from our client and is now a regular customer.

The problem, as I see it, is that it takes a large $$$ item for this
process to make economic sense.  As a marketing consultant I can only
research so many possiblities and that limits the number of commercial
e-mails I send to less than 20 per day.  If my efforts result in one
return contact in 20, then each day would bring one prospective sale.
If the conversion-to-sale ratio is also 5% (one-in-twenty), then my
client sees one sale every 20 days (statistically speaking).  My cost
for marketing for those 20 days is in the hundreds of dollars, so it
makes sense that the product must have a high profit-per-sale for my
services to make sense.  The only way around this is to bulk e-mail...
something I will not do.

I wrote an article titled, "Ethical, Proactive E-mail Marketing that
is available online at...

...that details an example e-mail marketing campaign for copper-topped

There is also a definition of spam, worked out by
discussion in this forum, that resides at...

It might be interesting reading for many subscribers.

Klaus (The originator of this thread) also asked;

>What are the differences and similarities between these terms ?
>spam / junk e-mail / bulk e-mail

1) Spam:         Covered above and in the article cited.

2) Junk e-mail:  Any Unsolicited Commercial E-mail could be considered
                 junk e-mail.

3) Bulk e-mail:  Any Unsolicited Commercial E-mail that is sent out to
                 a group of recipients, regardless of the number.  The
                 fact that it goes out to more than one qualifies it as

    Your Moderator,

    Gary K. Foote       
    Internet Marketing Since 1994
    P.O. Box 3214, N. Conway, NH 03860         (603)447-1024

       ~ Author of "Ethical, Proactive E-mail Marketing" ~

                 ***  NEW POST - Eudora Formatting  ***

From: Rainmaker 
Subject: Re: Line length in Eudora Pro 3.0

>can you please help me with a question related to
>Eudora. I need to know where I can adjust the length
>of lines in the PC-Version of Eudora.


>>To change these default values, just go into eudora.ini and enter new
>>lines in the top [Settings] section such as:
>>[Settings] ... WordWrapColumn=65 WordWrapMax=69 ...

While you are in the Eudora.ini file add these two lines...

At the bottom of a mailbox you see numbers. i.e., 16/197k/16k.
What they mean are you have 16 messages, which takes up 197k on
your disk and deleted messages which have not been compacted take
up 16K.  )You will be surprised how big that last number can get
-- I deleted over 3MB of free space.)  If you click on that bar
with those numbers the mailbox will be compacted.  If you put the
above two entries in the.ini file it will compact them
automatically (the compact is set to do it always).

The Eudora for Windows newslists has some great tips if you need
more -- List-Subscribe:

They also have a FAQ page for Eudora somewhere on the .edu site.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases:
Specializing in Professional Firm "Rainmaking" programs.

          ***  NEW POST - John Q. Hobbyman Campaign  ***

From: John Q. Hobbyman
Subject: John Q. Hobbyman Campaign

First, thanks to all who have offered advice to me.  I have made some adjustments in my plans and would like to comment on some of the recommendations made.

>From: Rainmaker 

>Why would you want to sell something on the Net for more than
>normal?  You have less advertising, no store overhead, etc., etc.
> One of our clients will be opening a virtual store.  They have 7
>department stores, and to open a physical store costs a minimum
>of $250,000.  On the Net it is less than $50,000.


I must have mis-stated my pricing somehow.  I am offering my items at
$125 (including S+H) only to overseas buyers.  The price includes
overseas shipping costs, which are normally much higher than I charge.
The North American price would, of course, be based on local shipping

>From: Jim Wilson 

>The first, and almost universal method is to hire your sister's
>girlfriend's boyfriend's 11th grad friend how has extensive Internet
>experience, having surfed to hundreds of web sites in his career. Of
>course, the cost of having this person build your site is modest, as he/she
>really needs to build a site so they have something to put in their portfolio.

It's funny you should say this.  I was on the verge of asking my nephew to 'slap something together for the web' before your comments.  I think I will take the slow route you outlined (below)...

>The second, and least traveled road to web citizenship is the slow and
>metholical method. First you start by reading every web site you can find
>that offers free information on:
>   Web commerce basics
>   Online merchant account processing
>   Steps in building a web site
>   HTML techniques
>   CGI programming
>   Browser compatibility
>   Web site design
>   Web site promotion (of course, one immediately comes to mind)
>   Web community building
>   Designing fast loading graphics.
>   Advanced site navigation techniques.
>   Web hosting

Whew!  This seems like an exhaustive list...  and one that might take
me a year or two to get through, considering I have to research in my
spare time.  Are there shortcuts to any of these?

>If we see you back in the newsgroups offering assistance to others, you
>chose the slow method.

Excuse my ignorance, but, what are newsgroups and where on the web are
they?  And, what kind of assistance can I offer to already web-wise

>If we see you 30 days from now begging for help and whining about how
>   'The search engines dropped my site'
>   'How do I make a form to take orders'
>   'How do I take credit cards from Europe?'
>   'My ISP cancelled my account for spamming?'
>   'Why do people complain baout my cool graphics and animations?'

OK, so where can I find info on these things?  I don't mind doing
the researching too much, but knowing where to start would help.
>and, of course, the time-honored and traditional:
>"Would all of you guys come over to my web site for free and offer me all
>of your hard-earned knowledge and experience to tell me why nobody is
>buying at my web site? Please be sure to wait for the graphics to load.
>They are really hot."

I promise, on my honor, to never whine, demand info, or ask for free
website evaluations.  I may, however, ask for help with finding my
audience and tips on bringing them to my web advertisement.  OK?

>John Q., best of luck to you and may I suggest that you take this weekend
>to sleep 3 days straight? It will give you a vivid memory that will serve
>to remind you of what sleep feels like.

HA!  Sounds like the same experience I had when my first child was born.
I just hope I get to sleep for more than 1 hour at a time!

Thanks, Jim.


>From: "Marty Foley" 

>One of the first steps I'd recommend is to find other sites and
>resources related to what you're trying to do. Go to a search
>engine and try using various key words, such as "hobby",
>"hobbies" "boat models", "wooden boat models", etc., to come
>up with a list of relevant sites. Try various search engines to
>broaden your search.

I followed your advice and, was I surprised!  There are a lot of folks
offering wooden boat models online.  I'm going to have to study what
they are doing to form my own niche.  How can I compete with the

> *Make sure to use a sig file when posting to a
>discussion list, such as this one.

Mine is under construction.  Thanks for mentioning signatures.
I never thought about them as advertising space.

>You should not spend too much money trying to market
>online, especially before you know how well your ideas will
>sell. For example, you can pay thousands of dollars for a web
>site, or you can learn how to create your own web pages.  (It's
>easier than you might think!)

I'm still struggling with this decision.  Money may talk louder
than prudence when it comes to web designers.  I can't afford much
$$$ and thousands seems high.


>From: Kurt Schweitzer 

>First, set reasonable expectations. The Internet makes a wonderful ADDITION
>to your business, but is lousy to BASE a business on. In most cases the
>market simply isn't sufficient to support an entire business only on the Net.

I would like to see the internet become a good sized percentage of my
business after a year or so.  Is it possible to see as much as 20 or
30% of your business come from online, or am I dreaming?

>...Where do you plan to place
>banner ads?

This is a great question.  I have considered banner advertising, but
have no idea what prices are like, how they track and verify responses,
or even how they decide when to display certain ads.

>How will you know your site is successful? Sales volume? New customers?
>Reduced costs? Site traffic?

Yes to all of the above.  Sales volume is less important than new
customers.  I thrive on repeat business.  Reduced costs...?, well, a
little.  I will still have my storefront, so I will simply ship from
existing stock...  keeping costs to a minimum...  unless I'm missing
something.  Site traffic?  How do I track that?

>Make sure to develop a marketing plan for the site that includes both
>on-line and off-line (conventional) media. Where possible, plan to integrate
>site promotion into your other promotional activities.

Cross-promotion.  The only way to fly.  My web info will go on
everything I mail out, put in the paper, run on radio, etc.

Thanks to everyone for your input.  I hope I can give back
some of what I receive at some point in my online existence.

John Q. Hobbyman

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