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

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Webbers Communications
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Winchester, NH 03470

                      The E-Marketing Digest
                       Volume #2,Issue #117
                           Dec 19, 1997
                     Gary K. Foote, Moderator

 The E-Marketing Digest is published by Webbers Communications
 "Internet Marketing"  "Web Development"  "The Website Doctors"  
 N. Conway, NH 03860  (603)447-1024

 Now read by 1,200+ subscribers in 41 countries
 For Information on Sponsoring This Publication 
 Subscription information may be found at the end of this issue

 To Post this Digest:             

Table of Contents

+ Moderator's Comments

    "The EMD Discount Pool is now Interactive!"

+ New Topics

       - Gary K. Foote

    "Text files and Pegasus"
       - Terry Van Horne
       - Moderator's Reply

    "Accused of Spamming"
       - Jason Wolfe
       - Moderator's Reply

+ Ongoing

    "Mail Bounces"
       - Dave Thullier
       - Moderator's Reply

    "Considering a Newsletter"
       - George Matyjewicz
       - Moderator's Comments

+ The Corkboard

    "How Well do Your Web Pages Rank in Search Engines?"
       - Gary K. Foote

    "Retail use of technology"
       - George Matyjewicz

    "I-World Report"
       - George Matyjewicz

+ Question of the Week

    "This Week's QOTW - How do you balance your 
                        advertising budget?


                  Moderator's Comments

Hi All,

The EMD Discount Pool is now Interactive!  I have used a 
service called LUSENET, programmed, and offered for free on 
the web by Philip Greenspun at to 
set things up.  The software isn't really intended for the use 
I have put it to, but, with a few short instructions all should
become clear.  First, the E-Marketing Discount Pool submission 
page is now at the following URL;

You can get there from the regular EMD Discount Pool page at;

Once there you will be presented with a screen where you can 
choose to read "Questions" (Existing Discount Offerings) or 
post your own "Question" (New Discount Offering).  I've placed 
a Welcome post there for all to read that explains a bit of 
this.  The discounts that were listed at the old Discount Pool 
page will not be added automatically to the new pages, so 
everyone will have to go to the Pool and submit new discount 
offerings.  All offers will be removed after 90 days, so you 
will have to return to refresh your offers if you wish to 
extend them beyond the cutoff period.

Remember, subscribers only, and your Discount Offer must not 
be available anywhere else, online or off, to be eligible.



                       New Topics

Hi All,

I found this e-mail software online and thought some of 
you might get some use out of it.  It is called "SpeedMail" 
for Windows 95/NT and it sends e-mail by bypassing your own 
ISP, thereby speeding the outgoing mail process 
considerably.  There are two versions, the Standard and the 
Pro.  The only difference is the Pro version allows you to 
send mail to address lists, while the standard version's 
address book only handles single e-mail addresses in each 
entry.  SpeedMail is not a full e-mail client.  It is only 
for sending e-mail.  The developers plan a future version 
that will work together with existing e-mail clients.  It
sounds pretty useful to me.



***  NEW POST - Text Files and Pegasus  ***

From: "Webmaster T's World of Design"
Subject: Text files and Pegasus

Hi All,
I have a problem that I know someone on this list can answer.
I am setting up a newsletter and to manage the list I am using 
Pegasus.  I have learned a lot from the list on how to 
implement some of its list distribution features and filters 
so that the management of the list is totally automated.

 I have set up the filters to add the address to the list,move 
the original to another folder (so I always have a copy to send 
to the users who claim they were never subscribed and I'm 
spamming them, it happened once so I've learned my lesson),
and I've set up a filter to unsubscribe.  The last feature I 
need is a text file to send when they subscribe or unsubscribe.

I have looked through the help file, been to several sites and 
haven't been able to find info on how to create and manage about 
four files of text that I use frequently in the program as well 
as the two fils needed for the list.  I create the files in a 
text editor but haven't been able to figure out how to make 
these files available when I need them and to be able to give 
pegasus the ability to send one to the address when they 
subscribe or unsubscribe.  Any help would be greatly appreciated 
as well as any tips that will help in the management of the 
list.  Did I forget anything?

Best regards

Terry Van Horne  |
Webmaster T's World of Design |
An e-zine featuring interviews, articles, references and resources of
interest to site developers and internet marketers and promoters.

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

Hi Terry,

I just started using Pegasus a month ago and will 
never go back to Eudora.  Setting up to send a text 
file is done the same as setting up the other filters.  
First, define the location of the trigger text by 
checking the appropriate box.  Then define the trigger 
text in the dialog box.  Remember to put a carat (^) 
at the beginning of any trigger text that must be an 
exact match.  I ust exact matches for everything to 
avoid having the wrong text file go out.  Then select 
"send text file" from the "Action to Take" box.  Choose 
the file you want to send by clicking your way to it in 
the folder box that appears.  Once you've done all this 
simply 'Save' your new filter and you're done.

One thing I've noticed...  the order of your filters 
affect their ability to perform.  For example, when 
setting up a mailinglist I create the following filters;

   Add to Distribution list for LIST

   Send text file welcome.txt

   Move to Subscribers folder

   Remove from Distribution list for LIST

   Send text file unsubscribed.txt

   Move to Unsubscribed

If I were to call for the 'Move' before the rest the 
process would stop there.  You have to perform all the 
other housekeeping functions before moving the e-mail 
to another folder.

Hope this helps, and good luck with your list.




Is your site attracting PROSPECTS? or merely VISITORS?
Learn how to entice more PROSPECTS by making your site a 
superior LEARNING FOUNTAIN: one that influences visitors by 
helping them learn.

           Subscribe to LEARNING FOUNTAIN REVIEWS
                                Send message, with 
Subject="Subscribe Reviews" to 


***  NEW POST - Accused of Spamming  ***

From: Postmaster 
Subject: Accused of Spamming Legality

Hello everyone,

I have a general question regarding legality, and also 
an experience that may prove insightful to many of you.

Here is my case:

We mail a targeted email distribution to subscribers of 
our site.  People on our subscriber list can remove 
themselves anytime and the only way they became subscribers 
is because they took the effort to visit our site and
join.  I have worked hard to get a good solid subscriber 
base.  My subscribers trust me and my reputation rides on 
what I deliver from my web site.   That said, you can 
imagine that I take great care as to ensure our subscriber 
base is only sent email that include coupons that they 
requested to receive.

Well, we sent out an emailing on Monday Dec 15.  One of our 
advertisers was a coffee company.  Lets call them FS 
Gourment.  Well FS Gourment decided to add their coupon to 
our distribution for Christmas mailing.  We sent their 
email and that was that.  Well FS Gourment decided to, at 
the same time, hire a SPAMMER to send a bulk emailing for 
them to 100,000 unsuspecting people.  In the Spammers email 
they pointed people to my web site, where the coupon was 
hosted.  They had a fake return email address, and were 
routing their Spam through prodigy and a server in Philly 
(Epix).  In the text of the message they pointed people 
right to me and my web site.  These 100,000  poor people 
got junk mail and thought it was sent by me.  I received 
countless complaints, flames, mail bombs, etc.  Many even
contacted my service provider and told them I was spamming.  

In essence the Spammer sent out an ad for FS Gourment 
Coffee and pointed them to my web site.  Users thought I 
sent it and bombed me.  I am the one taking all the 

What can I do about this?  Has anyone had a similar problem?
Is the Spammer responsible for sending email to people 
pointing them to a domain that the Spammer does not own?  
Or is FS Gourment Coffee liable for hiring this company to 
send the spam without permission from me to represent my 
site in the Spam?

Any help would be greatly appreciated, and also please be 
aware that there are advertisers and Spammers that are 
doing this type of thing.  If you run a subscriber based 
service that points to a web site, be aware that advertisers 
may end up using your site as promo for their Spam.  Thus 
trying to protect themselves against any hate generated.

Thanks in advance for any input...

Jason Wolfe

The Internet Coupon Directory  
25,000 subscribers, psycographic specific delivery 
10-15% positive response rates.  
Accepting select advertisers. or call 412-621-6881

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

Hi Jason,

Whew, you got the raw end of that deal, eh?  There 
must be some attorneys or paralegals on this list.  
Can anyone clarify the legalities here?




***  NEW POST - Mail Bounces  ***

From: Dreamer 
Subject: ***  Mail Bounces  ***

I've been trying to follow this as I am trying to start
a new mailing list using the Pagasus email client. I've 
only sent out two posts to my list and on both occasions 
have had bounces. The net result was in my immediately 
deleting the offending subscribers from my mail list. After 
reviewing this "eye-opening" post I realize I may have made 
a mistake in assuming that the messages bounced due to bad 
addresses entered at my site. Of course I am re-looking at 
my subscription process now.

Speaking as a mailing list newbee, I have a question in 
relation to bounces...

If I receive a "bounce", how long should I wait before 
resending the message? How many times do I try before 
assuming the address is in fact bad?

ie: scenario...
Customer fills out subscription form on site.
Form is received via email and Welcome message is sent.
Message bounces.

Do I resend? Do I assume bad address or someone horsing 
around on the site? Do I wait a day and resend? How do 
you list moderators handle this situation? (keeping in 
mind that I currently only have about thirty names with 
the hope that I will eventually have thousands. )

I do not have CGI access on my server. Would I be better
off in placing a MAILTO: link on the site where a predefined 
subject is plugged in and is subject to change? Or... Should I
stick with a form method=post where my subscriber enters the 
address on their own and the form predefines the subject.  Right 
now using the form method=post I must manually move the address 
from the body of the form to my list. I would like my email 
client's filters to automatically reply based on the subject. 
Any suggestions or comments pro or con? 

Dave Thuillier
Owner, Dreamer's Den    
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=                603-464-4762
  Collectable Card Games                 Models & Hobby Materials
    Role Playing Games                Pewter Gaming Miniatures  
             Fantasy & Sci-FI Books and Audio Books

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

Hi Dave,

You should use the MAILTO: with a predefined subject 
to allow you to take advantage of Pegasus' powerful 
filtering tools.  See the discussion above for more 
detail.  The number of folks who will tamper with your 
predefined subject line is very small.

As to bounces, it depends on the reason for the bounce.  
If it is caused by a bad address (which can easily 
happen when people are asked to fill in their e-mail 
address) you have no recourse but to remove the address 
from your distribution list.  If it is caused by a full 
mailbox, or too many bounces, or a number of other 'soft 
bounce' reasons, I will keep an address in my lists for 
a half-dozen bounces before removing it.  Read the headers 
in the bounces you get and you will soon be able to tell 
what type of bounce most of them are.



***  NEW POST- Considering a Newsletter  ***

From: Rainmaker 
Subject: Re: Considering a Newsletter

Larry Launstein, Jr. wrote;

>First off, I need to know how to attract people
>to my mailing list without spamming. The people
>who subscribe to my mailing list have to do so
>on their own free will, and can unsubscribe as
>they wish as well. I have considered some kind
>of newsletter or announcements of what's
>happening in my company. I operate a small,
>home-based desktop publishing, graphic art and
>website creation business, and any help I can
>get to promote my services would be greatly

As someone who is on many lists (97 now, was 120 a month ago), I
think you must ask what would be the attraction for one to
subscribe to your list?   A newsletter has to have a purpose,
and has to be of value to potential subscribers.  Sorry to burst
your bubble, but unless you can offer something of value, news of
your company's activities probably won't cut it.

Jim Daniels, of JDD Publishing does an excellent job with a
newsletter.  He focuses on new entrepreneurs and small businesses
looking to utilize the Internet to expand their business.  He has
an information-rich web site, designed to teach entrepreneurs
exactly how to utilize the Internet to sprout a new business or
expand an existing one. His own story is typical of the type of
success which can be attributed the Internet (See "How I Quit My
Day Job..."   )

Jim's weekly newsletter -- the free "BizWeb E-Gazette," now has
over 12,500 subscribers.  We recently did a press release for Jim
to generate more traffic.  I also subscribe to his newsletter,
and am very impressed with it's content.  Visit to learn more about this newsletter or
send Jim a message at

>The second thing I need to know is, how can I go
>about putting together a newsletter or
>announcements in a format that is relevant to
>what it is I am trying to promote. I have been
>reading The E-Marketing Digest for quite some
>time, and like the format. If any of you have
>any ideas on how to go about creating effective
>newsletters or announcements, please post to
>this newsletter or e-mail me at the addresses in
>the signature below.

Some ideas:

For a format there are four major types of newslists:

1.  Moderated Digest like this one
2.  Moderated single post like Adam Boettiger's I-Advertising
3.  Unmoderated Digest or post-by-post
4.  Newsletter where the list members have no input.

For list members #3 is the most flexible.  For list owners the
other three are best.  I personally don't like #4, in that you
are only sending information.  Since I was the first guest
moderator of this list, I can say it is a very good forum -- both
for list members and the list owner.

To promote the newslist:

1.  Announce it on other newslists (ask the list owner first).  
2.  Post it to Gary's other list - List Exchange.  
3.  Post it to the List of Lists  - 
4.  Announce it via a submission service.  
5.  Send out a press release.

Good luck.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Specializing in Professional Firm "Rainmaking" programs.
** Not Affiliated with Grisham's book and  movie 

***  [Moderator's Comments]  ***

Here are a few more resources for promoting your new list;

NEW LIST - They will accept announcements of new E-mail 
mailing lists which are sent to new-list@LISTSERV.NODAK.EDU 
as long as they follow the format and guidelines in the 
document NEW-LIST.FORMAT. To obtain a copy send E-mail to 

NET-HAPPENINGS - Announcements of new or updated internet 
resources. Send e-mail to Gleason Sackman 
 with your resource information 
(see below). To subscribe to Net-Happenings, send mail to Include the words 
"subscribe net-happenings" in the message area. An example 
of the proper format for submissions to NET-HAPPENINGS 

Subject: LIST> The List Exchange Digest 

Discussing issues related to list administration and 
promotion. Members also arrange exchanges of sponsorships 
to increase circulation. 

Here are some other resources to check out;

John Labowitz's e-zine list 

Tood Kuiper's e-mail/-zines list 




                     The Corkboard

We all know that submitting your website URL to search 
engines is one of the first things to do once your pages 
are created, but how do you find out how well you have 
been placed with each engine once you've registered?  
Well, you could go to each engine separately and, using 
your own keywords, run searches, but that could take 

I recently got some promo on a piece of software called 
WebPosition that apparently performs these tasks for you,
across 10 search engines;

Alta Vista
Excite/AOL Netfind
Open Text
Yellow Pages

I've downloaded the demo and have already made some 
changes and resubmitted some pages using the information 
gleaned from this new software.  I expect to see an 
improvement in my search engine positioning soon.

WebPosition is available for FREE download at:



***  NEW POST - Retail Use of Technology  ***

From: Rainmaker 
Subject: Retail use of technology

Hi All:

I have a short deadline (submit by Monday) to write an article
entitled "Using Technology To Sell More."  It is geared to gift
and decorative accessories retailers, and can include Net
technology or off-line technology.  

For offline I need some particular software solutions that can be
referenced.   For example the use of customer profiling, target e-mail, etc.
Any help would be greatly appreciated.  Please post to me
directly (in addition to the list).


George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Specializing in Professional Firm "Rainmaking" programs.
** Not Affiliated with Grisham's book and  movie 

***  NEW POST - I-World Report  ***

From: Rainmaker 
Subject: I-World Report

At 09:56 AM 12/17/97 +0000, Webbers Communications so eloquently stated:
> If anyone here attended, we would all like to hear a report of
>your observations and conclusions.  Make it short or make it long.
> If it's overly long I might run a short series or Special Issue,
>so get your keyboard busy if you're interested.

I attended the I-World exhibit hall (no conferences).  Either I'm
getting more knowledgeable about the Net, or the show wasn't as
good as last year  (or a combination of both), but I found them
to be boring.  There were a **lot** of publishers - seemed more
than ever.   A lot less ISP's.  AdBot was there, but I didn't get
a chance to ask if Jim Frith was going to jail.

I was surprised to see a law firm -- Brown Raysman exhibiting.
Their booth was packed with visitors each time I stopped by
(three times).  They were featuring Web sites, Venture Capital,
and legal issues related to the Net.   (I had some very favorable
experience with the firm in dealing with computers and the law,
so was pleasantly surprised to find them at the show).

Sound seemed to be big this year -- both at booths selling their
wares, and for use on the Net.  The competing speakers were
annoying at times.  The "Tour de Grit" was interesting.  They
travelled across the US with a Winnebago and interview people for
radio broadcast on the Net.  They started in San Francisco, then
went to L.A., Las Vegas, Chicago, Cleveland then NYC. 

What I was surprised to find missing was companies selling
digital cameras.  Since they seem to be the hot item this year, I
thought it would have been an ideal place to exhibit.
Especially since I was interested in purchasing one :-}.


George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Specializing in Professional Firm "Rainmaking" programs.
** Not Affiliated with Grisham's book and  movie 

                  Question of the Week

"How do you balance your advertising budget?"

Please respond with a percentage rather than a dollar amount.

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