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                     The E-Marketing Digest
                      Volume #2, Issue #73
                          Sept 5, 1997
                    Gary K. Foote, Moderator

    The E-Marketing Digest is sponsored by Webbers Communications
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Table of Contents

+ Moderator's Comments

    "Bill Gates Stock in Apple"

+ Ongoing

    "What Is Spam?"
       - Graeme Whittet
       - George Matyjewicz
       - Moderator's Reply

    "John Q. Hobbyman Campaign"
       - Jim Wilson
       - Webmaster T


                      Moderator's Comments

Hi Everyone,

I have been thinking about the recent purchase - by Bill Gates - of
150 million dollars of Apple stock, and what the details of the deal
really mean.  A part of the package is that Apple will bundle
Microsoft Internet Explorer with it's computers.  This alone gives
Microsoft a huge leg up in the browser war with Jim Barkdale's
product, Netscape.  I wonder how long Netscape will lead the browser
war now?

The deal also means that Bill Gates now has cornered 100% of the
computer market...  after all, there aren't any other players out
there with a significant market share...  just Apple and Microsoft.

I wonder that the U.S. Justice Department has not stepped in to
prevent a monopoly on the industry.  This is something I have seen
them do in the past, not necessarily in the computer industry, but
in one with much less impact on the world... the ski industry.  Just
last year they ordered Les Otten to sell Mt. Cranmore and Waterville
Valley (two major ski areas in New Hampshire) because he was beginning
to control too much of the industry in this state.  If the Justice
Department is concerned about a monopoly on the ski industry, wouldn't
you think a monopoly in the computer industry would be of even greater
interest to them?

Anyway...  my question is this;

"Should web designers continue to design sites primarily for Netscape
or is there a major shift coming that will see IME as the big winner?

And...  are there any other consequences of this deal that will affect
net marketers in the future?

    Your Moderator,

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

    The E-Marketing Digest - Discussing Electronic Marketing
    The List Exchange Digest - Discussing List Owners Issues
    For Subscription Info: 


From: Graeme Whittet 
Subject: Re: "What Is Spam?"

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

 Spam has always referred to "off-topic",Newsgroup postings,
usually sent to "many" Newsgroups simultaneously.
This should never be condoned, as it is (as they say) like
entering a Meeting Room where they are discussing "Win95 Registry
Files Maintainance" and shouting "Hey guys, do you want to join my MLM?"

"Bulk-Email" marketing, on the other hand, is something I accept
as part of being a member of the Online community.
Just like my Offline mailbox attracts "Junk-Mail",
(which most of us have come to accept as inevitable), my Online
e-mailbox attracts "Junk-Email".
Why did we ever think the internet would be any different from the
"real" world?

But just like I can put a sign on my mailbox saying "No Junk Mail",
there is now a way to put a sign on my e-mailbox saying
"No Junk E-mail". (IEMMC global filtration site)

According to Forrester Research, 70% of the Online community aren't
bothered too much by UCE. According to surveys carried out, the
average recipient gives UCE "7 seconds" before deciding to "delete"
or "read on".

UCE will gradually become more "professional" as the big players
in the Direct Mail industry are waking up to this new and inexpensive
form of marketing. Expect to be rewarded for buying this way, with
special discounts, freebies, giveaways, etc. as they are able to
pass on to the consumer the savings in advertising costs.

The "Internet E-Mail Marketing Council" (IEMMC) was set up to allow
people to "remove" themselves from receiving UCE, and to pass funds
back to the ISPs. Direct-Email marketers pay an annual fee of up to
$1,800, with money going to ISPs. ($1,000 per month per 10,000

Of course any INDIVIDUAL subscriber can register their email address at
the "global filtration site" if they do not want to receive any more
UCE. Bulk-Emailers must "clean" their lists through this site.
This governing body has just been set up, so I hope it succeeds in
helping solve some of the present problems associated with UCE.

Call it "Spam" if you like, but its becoming BIG business worldwide.
The Internet is mirroring the "real" world in this area too.

Graeme Whittet.
Marketing Consultant.

                    ***  NEW POST - What is Spam?  ***

From: Rainmaker 
Subject: Re: What is Spam?

At 01:29 PM 9/4/97 -0400, you wrote:

>                     ***  [Moderator's Reply]  ***
>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 agree - known as "opt-in" - the receiving party opted to
receive your mail.

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]  ***


Opt-in refers to programs where the recipient has requested advertising.
The above method of targeting and sending individual *unsolicited*
commercial e-mails is not opt-in, nor is it opt-out.  It is simply
close targeting of individuals followed by single e-mail contacts,
written individually, not copies of a bulk piece.

I personally believe that this approach is not only ethical, but is the
most powerful method for reaching potential customers online.  The
problem with this approach is that it is quite time consuming and
therefore, is not a good method for marketing small ticket items.
Consider...  if you spend an hour targeting a single individual and
make a sale, then the profit from that sale had better cover your time
costs as well as your $$ costs.  If not, you have wasted time and money.
But, if your product or service is a big ticket item, then your hour
spent finding that buyer will be time well spent as the profit per
sale is much higher.

    Your Moderator,

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

    The E-Marketing Digest - Discussing Electronic Marketing
    The List Exchange Digest - Discussing List Owners Issues
    For Subscription Info: 

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

From: Jim Wilson 
Subject: RE: John Q. Hobbyman

Congratulations, John Q.

You have been fortunate to stumble upon one of the real keys to success on
the Web: a good, targeted newsgroup, or discussion group. A newsgroup is
simply a mailing list of people who share a common interest. Usually,
anyone can join the list just by asking and begin interacting with the
other members of the group.

In a newsgroup, people send questions out to the list, and other people
answer them or post comments, and then someone else comments and
...........  This is known as a thread.

The only thing that keeps a newsgroup working is that everyone abides by
the same set of rules. Be polite. Be helpful. Don't try to 'pitch' your
business or site. Let people become curious about your web offerings and
seek you out through your intelligent and helpful posts to the group.

They find you through your signature at the end of each post you make to
the list. A signature is a 3 or 4 line blatant commercial that your email
program can put at the end of every email you send. Automatically. This is
the way you advertise in your email and list posts. It is not considered
rude to include this commercial. In fact, many consider it rude (including
me) to NOT have a signature that allows people to find you and see who you
are. That is one way that people in a list evaluate your advice. They visit
your site(s) and look around to see if you seem to know what you are
talking about.

If we were talking in a chat room, you would probably ask me the following

Q. If I can't advertise in the list, what good does it do me?
A. First you have to understand why you are a list member: knowledge. You
gain knowledge by reading threads that you don't even contribute to. You
just read and watch. This is called 'lurking' on a list, and is the place
that you should start when joining any list. After you discover the
'personality' of a list, then you can join in the discussion. Post your
questions. Let the other participants help guide you. When someone asks a
question that you can answer, do so. Don't criticize. Be helpful and
friendly. If you do these things your reputation will grow and people will
become curious about you and seek out your web site. And when they get
there, they will check out the whole site because they are curious about you.

Q. But I don't want to show my stupidity by asking stupid questions.
A. Most people on the web are not stupid, but we are each ignorant about
many things. I can guarantee that you know things that I don't. And when
you post to a list I get to learn from the things you know. Even if you
post some information that is not accurate, the other list members will
correct your information and then you learn. Just don't take it as
criticism. Take it as people just being friendly.

Q. What if someone sends a rude message making me feel badly about
something I said in a post that wasn't correct?
A. Life isn't perfect, and neither are people. Just ignore them. Usually it
turns out that they are just victims of 'site envy'. Maybe you site is
bigger than theirs.

Q. How do I find newsgroups that I would be interested in?
A. You can start at 

Good luck to you, John Q. And congratulations on not hiring the nephew.
Just remember that the web is a journey, not a destination.

Jim Wilson        
First aid for the walking wounded of web site traffic promotion.
Subscribe to the Gazette - Free weekly promotion newsletter.
Personal Web Server:

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

From: "Webmaster T's World of Design" 
Subject: John Q. Hobbyman Campaign

Hi All
This is my first post to the list after lurking for quite some . Thanks
for all that you do Gary!

I have been on line about a year and half now and would concur with Jim
that the slow route will yield much better results then the quick route.
The resources that Jim listed cover the important issues start with

As for the building of the site and the costs, my fellow developers
may call me a Judas but I am of the belief that a good designer can
develop a set of templates that will give you the ability to do most of
the work yourself.

Heck this ain't rocket science!!!  Using templates any secretary who can
get good results in a word processing program can do most of the work
with little knowlege of HTML.  Personally I prefer this method because
the money is in the basic design(temoplate) and not in developing copy.
That should be the clients (you) job anyway.  How could I possibly know
as much about your customers as you do?

This also gives you control over your site because you don't depend upon
your designer to do simple tasks. To him these are nuisances because he
has to interrupt his flow on other projects, so he has to charge dearly
for it.

Although the list looks long most are on two or 3 good sites.  Set your
browser to open on one and go there every day and read for an hour or
two. You'll be surprised how quick it falls into place.

To give you an idea of how quick it falls into place 2 years ago I
didn't even know how to boot up a computer.  Marketing and promotion are
just as important if not more important then the building of the site
and should be an integral part of the process. As you go along work on
the templates to slowly flesh out your site by implementing what you

Good Luck
Webmaster T

Webmater T's World of Design |
"This site has got to be the mother of all web-design sites. Everyone
seems to have advice to offer about how to establish and develop a solid
"web presence," but Webmaster T covers it all from A to Z and practices
what he preaches."
As quoted by Argus Clearing House for Digital Librarian Award Sept./97

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