Internet Marketing? Online Marketing? eMarketing?

The e-Marketing Digest.
Read it Today!
If internet marketing, online marketing or e-marketing have you confused then you've come to the right place to learn exactly how to go about successful online marketing.
The eMarketing Digest

Read the Latest Issue
Submit an Article

eMarketing by Topic

Website Design
Search Engine Marketing
E-mail Marketing
The Cutting Edge
Link Building Strategies
eMarketing Toolkit
Offline Marketing
Marketing Psychology

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

Published by
Webbers Communications
686 Keene Rd. Suite B
Winchester, NH 03470

                     The E-Marketing Digest
                      Volume #2, Issue #75
                          Sept 15, 1997
                    Gary K. Foote, Moderator

    The E-Marketing Digest is sponsored by Webbers Communications
            Internet Marketing Specialists Since 1994

To Post to The E-Marketing Digest:      

    Join The EMD Discount Pool

    The EMD Discount Pool is now open.  This site provides a place
    where subscribers to The E-Marketing Digest offer discounts on
    their products and services to other EMD subscribers.  If you
    are already an EMD subscriber, you already qualify.  If you're
    not, you may subscribe by sending
    Put the words SUBSCRIBE E-MARK in the MESSAGE BODY.

    The EMD Discount Pool is located at;



Table of Contents

+ Moderator's Comments

    "Bill Gates Again"

+ New Subjects

    "A Tip & A Request"
       - John Bard

    "Legal aspects of UCE"
       - Kurt Schweitzer

+ Ongoing

    "Netscape and MSIE Differences?"
       - Connie Barrett

    "Bulk email and an introduction"
       - Paul Myers

    "Opt-In Email"
       - Jim Wilson

    "Push Channels"
       - Alex Ingerman


                      Moderator's Comments

Just yesterday (or maybe the day before) Bill Gates ordered that
all Microsoft web pages have all traces of 'open architecture'
JAVA removed completely.  This is due to the combined efforts of
Sun Microsystems and Netscape Navigator to create a JAVA that
will run on all platforms and browsers.  Of course, this flies
in the face of BG's 'Grab it all' methods, hence the order went out.

My questions;

1) When will BG's desires outstrip his abilities?  Will one of these
pre-emptive moves end up 'shooting him in the foot' or will he
sail on into a software monopoly, as it's apparent he wishes to do?

2) Will those who open MS channels on their pages be forced to
follow this edict, and, if they are, how will it affect their
marketing efforts?

    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 Subjects

From: Jon Bard 
Subject: A Tip & A Request

Greetings All,

I have a request for a bit of information, so I thought I'd "prepay" for
your courtesy by sharing a good tip:

A firm I've done a bit of work for, Hardie Interactive, is offering a free
report about shopping for web development services that's really useful.
It's called "Psssst, . . . Wanna Buy A Web Site?", and is essentially a
consumer's guide to interviewing web developers to discover their true
experience and abilities.  Good inside stuff.  It's free and available from
their autoresponder:

Now for my request:

Is anyone aware of a single source with e-mail addresses and URLs for web
review ers?  For example, I'd like to submit my page to all the various web
magazines, books, directories, newspaper columnists, etc. that review sites.
Short of buying up every magazine I can find (which I'll do if needed),
there must be an easier way to access all these folks.

Any ideas?


Jon Bard
The Children's Writing Resource Center
Tips, Advice and Info For Children's Writers

              ***  NEW POST - Legal aspects of UCE  ***

From: Kurt Schweitzer 
Subject: Legal Aspects of UCE

I'd like to start a thread on the legal aspects of UCE. I understand that
Nevada has passed a law making it illegal to send e-mail to someone residing
in that state without a "prior relationship" between the two parties. New
York has been contemplating something similar.

Likewise, in EMD #73 Graeme Whittet  wrote about the
IEMMC global filtration site, saying 'Bulk-Emailers must "clean" their lists
through this site.' This seems unlikely to occur without some legislation
that forces "bulk-emailers" to use the site.

The provisions of the Telecommunications Act of 1996 that attempted to
legislate "Internet Decency" have been struck down as being
unconstitutional. I've yet to hear about national legislation regarding UCE.
Is there any?

Finally, everything I've mentioned so far has addressed users of some
fragment of the Internet, generally residing somewhere within the USA. What
about legislation in other countries? Does France's language requirements (a
website hosted in France must be at least partially in French) apply to
e-mail? Does mention of the word "swastika" cause UCE to be censored in Germany?

I'm interested in finding out what others have to say about this.

Kurt Schweitzer
Sunrise Consulting, Inc.
Small Business Technoplex -


From: Joyce Kaessinger & Connie Barrett 
Subject: Netscape and IE Explorer Differences?

Re: the question about which browser to design for: I've always designed
for Netscape, I guess because I don't like the way ANYTHING looks in
Explorer (but I think part of that is a general anti-Bill Gates
prejudice, not wanting to support him in even the slightest way).

It appears that I will have to revise this stand. I'd like to know if
there's a website which has a succinct listing of the specific
potentials for difference in appearance between Netscape and IE Explorer
(best if it reviews different versions of the two browsers, i.e.,
Netscape 3 IE 3).

Connie Barrett

Beyond the Rainbow
New Age Catalog    Holistic Resource

          ***  NEW POST - Bulk email and an introduction  ***

From: "Paul Myers" 
Subject: Re: Bulk email and an introduction


I've never sent a formal introduction to one of these lists before.
I think this is a good time for my first.
Allow me to introduce myself. I'm one of those who raises "holy hell"
over the unsolicited email. I don't accept spam as part of online life
and I never will.

I moderate a Usenet newsgroup, (, run the
Microbusiness discussion list (open format), and publish two online
newsletters. (VirtualBusiness.News and Just Business Tips)

I write for other online businesses.

My partner and I are starting a business which will have as it's sole
purpose creating an environment in which small businesses can do
business online. Without spam, without apologies, and without the
delays inherent in traditional "post and hope" methods.

In short, I have a heavy stake in e-commerce. It's how I make my

Claudia Hafling <> wrote:

> Yes, you accept it and I accept it but there are others out there who
> don't, who raise holy hell at every single unsolicited message that
> finds its way into their email boxes.


> It is this very vocal minority who is trying to screw up legitimate
> e-commerce for the rest of us.

An intriguing comment. I challenge you to back it up with hard facts.
First, let me give you some facts of which you may be unaware.

* Every unmoderated business newsgroup in Usenet has been destroyed by
spam. All of them. The only reason any open discussion forums for
business exist in Usenet is because people take it upon themselves
to filter out the spam. Often by hand.

In recent months, the number of spam cancels in Usenet has been
literally in the millions. Who pays for that bandwidth? We do.

* The reason that the really big lists online are moderated lists like
E-Marketing, I-sales, and Online-Advertising is because they are spam
free. Kept that way by people who know there's a need for them. People
who, by defending against spam, are making a contribution to

* Small special focus lists that create the most effective form of
community are dying off. Why? No one wants to deal with the hassles of
keeping out the spammers. It's a nightmare for them that some twit who
thinks they have a "moral right" to spam will hit their list with
something seriously offensive and run off half the contributors. And
then hit the list with a mailbomb.

That nightmare hit a friend of mine recently. 18 megabyte mailbomb sent
to hundreds of people, destroying people's systems along the way. The
computers many of those people use to create their incomes. Why?
Because a few people on the list complained about the spams. They made
the mistake of trying to explain to the "person" involved why spamming
wasn't a considerate thing. They tried to be helpful.

That's someone who's promoting ecommerce, right?

(The FBI is dealing with him now. He won't be doing THAT again.)

* Spam/UCE is the single biggest problem facing the technical support
staffs of most small ISPs. It causes slowdowns, server crashes, and
loss of email. It drove the AOL system to it's knees at least once. If
it can hit a system that big that hard, think of the damage it does to
smaller services. Who pays for that damage? Certainly not the
"Defenders of Free Enterprise Online" and the "Champions of Ecommerce",
the spammers.

They're hit and run artists.

* Spammers are liars. How many times have you gotten emails that had
obviously forged return addresses in them? Or remove addresses that
didn't work?

Those were the lucky times, if you ask to be removed. Many of these
people will wait for the remove requests and read them as a sign that
real humans read and answer that email. Then you REALLY get hit.

Bob Rankin pointed out in the post after yours the tricks that the
IEMMC uses. [The letters stand for] Internet E-Mail
Marketing Coalition. "Champions of Responsible UCE."

Yeah. Right.

And how much damage do you think all these forged email addresses do to
the typical persons view of ecommerce? Are the defenders really
defending? Or are THEY the ones that we should be watching out for? The
ones that are screwing up legitimate ecommerce for the rest of us?

* Bulk spammers are thieves. Every single one of them, no matter how
good their product might be. No matter how well they run their business
and how happy their customers are. They are all thieves.

There are millions of people in the US, and 10's of millions in the
rest of the world, that pay for their local phone time by the minute.
Many people still pay for their Internet connection based on time
online also.

By sending those people UCE you are forcing them to pay for your
advertising, against their will. To force money from someone against
their will is theft.

Only a small amount, you say? Not when it's hundreds of them a week.
Yes, I get hundreds of spams a week,sometimes a hundred a day or more.
There are people I know who get thousands of them per week.

Example: This morning I got a spam that was 18,000 bytes. It was sent
using Extractor Pro, which means it was probably a 100,000 piece
mailing or more, or will be by the end of the week. That's 1.8
gigabytes. Assume the average user is at 14.4, downloading at 1500 bps.
That's over 300 hours of download time. For one spammer, with a
relatively small mailing.

Paying by the minute, that's a lot of money being stolen by one
spammer. Not to mention 300+ hours out of people's lives. And there are
thousands of them out there.

The only reason there aren't more of them is because people make it
dangerous as they can for as many of them as they can.

Because we have predominantly unlimited phone service and unlimited
access here, we tend to ignore those things. We steal from each other,
and we steal from the rest of the world. The rest of the world isn't
ignoring it.

Now the comments come up about "I'm not talking about that kind of bulk
email!" Unless you are talking about a really high end product that has
a very narrow market, you will be. The reasoning that they run through
is pretty standard and follows one of two trains of thought:

1. "Hey, that got me a couple of sales. If I can do 1000 times the
mailings, I can do 1000 times the sales!"


2. "That didn't work as well as I'd have liked. But if I get to a lot
more people, I'm sure to make the money back and then some!"

Even if you were to never email to more than 100 people at a time, and
we said "Okay, that's acceptable.", how long would it be before 100,000
people were doing that same 100 at a time? Not more than 1 month. And
then they'd start to break those rules.

Spam is not acceptable. It will kill ecommerce faster than anything
else even has the potential for doing.

> We can't just deny that they are out there, by saying junk e-mail is
> something you accept just like you accept junkmail in your
> snailmailbox.

Junk snail mail is not anything like spam/UCE. The sender pays for the
paper and the postage to deliver it. Because of that, they have to
target very carefully, so that it only goes to people that are very
likely to have a real interest in what's being offered.

Spam is postage due marketing. The senders have programs that let them
send a million pieces or more per day, through a 14.4 modem. There's no
disincentive to flooding the system, except for the people that gripe
and get them kicked off of accounts, or push systems to close holes in
their security.

Paul Myers

               ***  NEW POST - Opt-In Email  ***

From: Jim Wilson 
Subject: RE: Opt-In Email

Sharon, congratulations on hosting a true Opt-In list. As to why it is hard
to get advertisers, let me throw a thought into this thread based on what I
have experienced and received too many email inquiries about to even count.

Unfortunately, the same people who started the Spam War have co-opted the
world of Opt-In as well. When you buy opt-in mailing services, you are just
as likely to get flamed as if you buy 8 million addresses for $12 and spam it.

What many of us have found is that opt-in lists are not all created equal.
Some are true opt-in and only include people who have joined based on a
full disclosure by the list owners and are willing, interested targets for
offers of certain types of services and products. Personally, I belong to
several and they make my online life much easier.

Other 'opt-in' lists are nothing more than a list of addresses that were
gathered for some other purpose and turned into an opt-in list. I get
offers regularly for me to turn my list of five thousand people who have
registered for my weekly promotion and marketing newsletter into an
'opt-in' list and the opt-in companies will manage the sales for me.

My newsletter list is a list of people who have specifically subscribed to
one thing, the newsletter. They have not 'opted-in' to receive sales
mailings. They expect to receive ads in the newsletter because that is the
price they pay to get the newsletter for free. And they respond beautifully
to those advertisers that have products to market to people oriented
towards promotion and e-commerce.

If I turned my list into a for-sale opt-in list, I would be following in
the footprints of so many other people who are violating the trust of their
virtual community and doing harm to their own web reputation.

Many examples come to mind that have been reported to me. Many (*NOT* ALL*)
of the online tools for web promotion or grahics or site analysis or
mortgage calculation or send an e-postcard or..... (well you get the idea)
are created as a way to gather targeted email addresses. They know what you
are interested in so they know what list(s) to 'opt' you into. These lists
are marketed to unsuspecting web merchants and have resulted in major
flames and even loss of email accounts and cancellation or hosting services
by the person how mailed to that list. The client's intent was to do things
the right way - no spam. Just to use email in an ethical manner. But they
became victims of the unethical list owner. Again, let me say again, not
all opt-in lists are unethically gathered.

In a more perfect world, you would be able to believe the advertising
claims you read. In the carbon-based world, there are methods (admittedly
not perfect) to deal with deceptive advertising. Part of that pressure
comes from the vendor having to live in a community. There are laws and
agencies to enforce those laws at the local level.

Few, if any such tools exist in cyber space. Wild claims, unethical
practices and massively inflated ignorance are a part of the web world.
Vendors can, and do, prey on the unsuspecting offering services that are
grossly misrepresented, or even non-existant. How do you make recovery when
scammed by poor cyber-service? Usually, not at all. There is very little
you can do to pressure them. When the noise level builds up, they simply
change their URL and keep right on going.

How can a potential customer tell the difference? Not easily. That is one
of the most important things that a discussion list can do: spread the word
about bad, and good, services and products.

To put this into the framework of your problem getting advertisers, put
yourself in the shoes of the companies you want to support you with
dollars. How do they know you are legit? The more time you spend telling
them how legit you are, the more nervous they become. Usually the most
rightous, vocal protesters are the biggest crooks.

Try giving away your service to several companies with the understanding
that they must report their experience, good or bad, in the form of a
testimonial. Nothing works better than a testimonial. I've used them to
sell everything from skin care to medical services, investment
opportunities, software and advertising agency services. They work. Ten
words from a happy customer is more effective than  ten pages of claims
from you.

Keep in mind also that a mailing list of 500 people is really not worth the
effort to most advertisers unless is is a tightly focused list in a filed
where it represents a significant portion of the available universe for
that target market. An opt-in list of 500 dealers of supplies for the
raising of left-handed Australian Tree Frogs is pretty good. Address of 500
people who have ever seen a frog is, to say the least, limited in value.

Grow your list and develop some testimonials. Let others spread the word
about you. Don't be afraid to give your services away to help you meet your
own objectives. Find people who moderate discussion lists or publish
newsletters that reach the people you want for advertisers. Give them the
service. Let them write about it in the group or newsletter. Be creative.
Find ways to get good press. Those are testimonials, too.

If our excellent moderator feels there is interest, I will be happy to
write about some ways to establish an image for your opt-in service that it
is truly opt-in, and how a potential client can sniff out the reality of
any given list's real nature.

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 - Push Channels  ***

Subject: re:microsoft + apple

Hello Gary and All,

In the last digest, I wrote

>>One I could think of is the fact that MS currently accepts applications
>>for its push channels. I think that web developers should jump at this
>>opportunity and do it before they do their channel with Netscape, which,
>>I believe, solicits similar offers.

and you replied:

>Can you elucidate on this for those of us not familiar with the technology?

This is a message I got from Microsoft a few weeks ago, because I am a
SiteBuilder Network Member. For some, it can be quite a marketing force, so
if you were not aware of it, read on:

>Modify your Web site to take advantage of Microsoft Active
>Channel technology and you can apply to be in the Channel
>Guide, a high profile, easy-to-use directory of channels
>that will expose your Web site to an audience of millions.
>The Channel Guide is linked to every single Internet
>Explorer 4.0 desktop worldwide.
>We are now accepting applications for the Channel Guide.
>It's easy to do.  Just use Channel Definition Format (CDF),
>Dynamic HTML and use the new Add Active Channel logo, and
>you can be in the Channel Guide.  All the information,
>along with step-by-step instructions and where to apply,
>can be found at

I believe Netscape also accepts similar applications for its own push
standard, implemented in version 4.0 of Navigator. While, we are on topic,
I would advise people who think about push technology to create and
register a channel on pointcast network for free. It is very easy, and,
although studies were not made yet, very efficient as a part of online
marketing campaign.


Alex Ingerman   AI Enterprises

Website Design, Implementation and Programming. Databases, Intranets,
Video, VRML, Independent Site Evaluations, we do it all. Other services
include Desktop Publishing, Text Conversion, and more. If we don't know
it, we will learn it, e-mail us today for any and all inquiries!

To post to The E-Marketing Digest:      

To unsubscribe:                      
                                           Message:UNSUBSCRIBE E-MARK

To subscribe:                        
                                             Message:SUBSCRIBE E-MARK

Moderator's private e-mail:              

Majordomo provided by NCIA                      

A member of The List Exchange                 
The E-Marketing Digest                         Webbers Communications
Copyright Webbers Communications, 1997                  P.O. Box 3214
All Rights Reserved                               N. Conway, NH 03860
0000000000000000000                                     (603)447-1024

    ~ Please feel free to forward this digest in it's entirety ~


Return to The E-marketing Digest Archives

Return to The E-marketing Digest Home

Site design by, Copyright 1997,