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The eMarketing Digest
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ISSN 1522-6913

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 The E-Marketing Digest
 Volume #2,Issue #121
 January 12, 1998
 Gary K. Foote, Moderator


 The E-Marketing Digest is published by Webbers Communications 
 N. Conway, NH 03860 (603)447-1024


 Now read by over 1,200 subscribers in more than 40 countries.
 Subscription information may be found at the end of this issue


 The EMD Discount Pool is now open.  This site provides a place
 where subscribers to The E-Marketing Digest offer discounts on
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 Table of Contents

 + Moderator's Comments

    "Powerless in New England"
    "Archives Now Up To Date"

 + New Topics

    "Newspaper Banner Advertising ... Where to begin!"
       - Casey van Bronkhorst

    "Domain Names and Web Hosting"
       - Richard Hauf

    "Sponsoring/Advertising on Newsletters"
       - William Greene

 + Ongoing

    "Model for Making Money on the 'Net"
       - George Matyjewicz

    "Restaurants on the 'Net"
       - George Matyjewicz

    "Signature Files"
       - George Matyjewicz

    "Dealing with Bounces - SmartBounce"
       - Mark Rauterkus

 + The Corkboard

    "Looking for an Attorney"
       - Jason Wolfe

 + Question of the Week

    "Last Week's Question of the Week"
        - Responses
            Nancy Roebke
            George Matyjewicz


 Moderator's Comments

Hi All,

It's been a few days since I last wrote that particular 
greeting.  Thanks to Mother Nature's bounty we have been 
without electricity or telephones since late last 
Wednesday night.  It has certainly been an interesting 
experience.  The sound of trees and branches giving way 
are like loud reports from a rifle, each time followed by 
a sudden ice 'shower' as thousands of finger sized shards 
fall to the ground.  We've had no running water, no lights, 
no phone, no refrigerator or freezer, no computers, no TV,
etc.  We've been hauling drinking water in 5 gallon cans 
from central emergency sources and 'gray' water from the 
stream out back.  We were heating with a gas oven and doing 
a lot of reading by battery light.

Late last night we got power and telephones back at nearly 
the same moment.   Today I am wading through hundreds of 
backed up e-mails.  It seems like an endless task.  It also 
seems good to be back online.  Am I addicted to my computer?  
Ummmm...  well...  uh...  :)

On another note, the archives have been updated after months 
of being a useless appendage to the E-Marketing Digest 
website.  It is a simple list by issue number, but it is 
complete, and certainly easier to keep current than the 
previous, more complicated method.

It's *very* good to be back...

Your Moderator,

Gary K. Foote              
Webbers Communications         
Website Doctors    Internet Marketing   Web Development
PO Box 3214 N. Conway, NH 03860           (603)447-1024

 New Topics

From: Casey 
Subject: Newspaper Banner Advertising ... Where to begin!

I have just joined the staff of a small weekly newspaper 
which is investigating expanding its online presence. 
They have asked me to come up with a way that we can draw 
our print advertisers into banner advertising as well.

We are in an "economically challenged" community, thanks 
to governmental cutbacks and base closures, and many 
businesses have gone out of business. So, I'm not sure 
how to approach this. Has anyone had a similar experience 
and results they would not mind sharing with me in this 
preliminary stage?

Casey van Bronkhorst
Director of Sales, News Review

2 von Zipper Online Services (
Specializing in New Website Design, Existing Site Renovation, 
Graphics Makeovers & Design Consultation
Visit our FUN project: Web Jail! at

[Moderator's Comments]

Hi Casey,

In the good old days of '94 I created JourneysNorth's 
Original Guide to the Mount Washington Valley as my 
local community's first web presence.  It was a 
comprehensive guide to services, resources, community 
events, activities, news, gossip, avalanche reports, 
weather, TV and movie schedules, etc.  I speak from 
experience when I say the project you are considering 
will take full time focus for at least one person, just 
to keep content current.  However, if you do decide to 
spend the up front resources to...

1) build the website
2) hire or reassign someone keep content current
3) build in some traffic reports to base your CPM on should be able to sell banner ads to some local 
businesses.  You must, however, identify both your 
primary audience and primary banner market before trying 
to sell a single ad. Remember, if your banner ads don't 
show results in the early days, you will find them to be 
an increasingly harder 'sell'.

Of course, you could give banner ads away for a limited 
time to build some local interest, but then your website 
would, for a short time anyway, be a simple extention of 
your newspaper rather than a money generating adjunct.  
You might also get some resistence to converting to a 
pay-for banner ad system after introducing it for free.

I'm sure others here have input.  Come on people...  
let's hear it.

Good luck, Casey, and keep us posted on your progress.



***  NEW POST - Domain Names and WebHosting  ***

From: "ShopSafe" 
Subject: Comments on Virtual Domain Names and WebHosting

When establishing our internet shopping mall - ShopSafe, 
it became very apparent that many potential  merchants 
were a bit reluctant to enter into marketing agreements 
with ShopSafe because we did not have our own domain name. 
Not having one prevented us from reaching agreements with 
many of the bigger name merchants that we wanted to have 
in our mall. Several  of them indicated that they 
questioned the financial stability and long-term 
durability of an organization that had not spent the money 
to establish "their" name on the internet. Luckily, we were 
able to prove to these potential merchants exactly what 
ShopSafe was all about and we have been very successful 
thus far.

Since we just joined the internet retailing community 
back in November 1997, we feel that the lack of our 
own domain name may be scaring off customers as well. 
One of the fundamentals of internet retailing is the core 
concept that customers must be assured of their credit 
card security. If the customer is even the slightest bit 
unsure, you can be assured that they will not buy
from you. For every ShopSafe, there are hundreds of 
competitors that are willing to take your "lost" business.  
Because of this fact, we have recently registered our own 
domain name - and are quite excited 
to get published under the new name in the next few weeks!

Several questions have been raised about how expensive 
it is to establish a commercial web presence. I agree and 
disagree with this statement. First of all, the extensive 
use of Geo-Pops and pop-up advertising on Tripod and 
GeoCities makes them a retailing nightmare (in addition to 
the fact that these services Terms & Conditions does not 
allow commercial sites).  Potential customers will not 
accept these nuisances and will quickly leave your site, 
never to return. One of the concepts that ShopSafe was 
founded on was providing low-cost merchant leases to our 
merchants. We fully subscribe to the Sam Walton (Wal-Mart) 
theory of low profit margins and high volumes.

In order to keep our overhead costs low, we purposely 
searched for a FREE commercial web hosting service and 
finally found our current host - Hypermart. Not only do 
they provide 10 MB's of free web space, but they also
utilize 400 x 60 advertising banner on your pages in 
exchange for their free service. ShopSafe is in no way 
connected with this company other than the fact that 
they are our webhost and their service is tremendous.

I hope this answers some of the recent questions on 
this forum.


Richard Hauf

The finest quality products, exceptional customer service,
as well as secure transaction handling, only @ShopSafe !

***  NEW POST - Sponsoring/Advertising on Newsletters  ***

From: William Greene 
Subject: Sponsoring/Advertising on Newsletters

Hi! Our agency just became the ad rep firm for some 
medium-to large-sized opt-in email newsletters


which raises a question I thought folks here might 
be able to help out on: 

What are some of the best ways to market newsletters 
for the purpose of garnering sponsors/advertisers? 
The targeting is good (in this case, people interested 
in church-related information and Christian music and
videos), and the price is right (less than $.05 per 
email address) - they've just had trouble (or not had 
the time) in getting the sponsors, so that's where we 
come in.

Any ideas?  :-)

William Greene, Director of Internet Marketing
Grizzard - A Direct Marketing Agency Since 1919
"Come X-ray Your Marketing Budget!"

[Moderator's Comments]

Hi William,

Thanks for opening this thread.  I'm sure there are many
here who would like to know the same things.  I have some
ideas of my own, but will wait to see what others would
like to contribute before butting in.  But, don't worry,
I *will* butt in eventually.  :)




[Moderator's Note]

This post from George was sent before this past weekend, but 
after the great blackout of '98.  His 'Dallas weekend' is 
already past.


From: Rainmaker 
Subject: Re: Model for Making Money on the 'Net

>>3.  Somebody will develop a model that works for making 
>>money on the Net, and it will become widespread.
>Perhaps we can put our heads together and accomplish 
>this.  Anyone..?

I'm working on one right now, and will be introducing it in
Dallas over the weekend.  It will also be featured in two trade
journals (non-Net, non-computer) this month.  Can't disclose it
yet, but if it takes off like I think it will, you will hear
about it.  We have to get it off and running fast, as it is too 
easy .

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 Comments]


Now that the Dallas intro is past, perhaps you could share 
details here?



***  NEW POST - Restaurants on the 'Net  ***

From: Rainmaker 
Subject: Re: Restaurants on the 'Net

At 02:13 PM 1/7/98 +0000, Webbers Communications so eloquently stated:
>From: Jan Crowell 
>Subject: Restaurants
>When we started out brokering websites on the net we went for the
>restaurant market, because some of the fast food had had pretty
>good results--notably PaPa John's in Seattle, and it appeared to
>be reasonably easy to promote.  It was not.  People on the net
>want opinions, not ads, and not one of the restaurant web sites
>ever registered so much as 100 hits a week.
>However, one of them, a fast food/health food Mexican restaurant
>whose name escapes me this moment had hits and questions,
>including where to buy a franchise from all over the world.  The
>questions were not pertinent to a fast food franchise owner, but
>the company selling the franchises would do VERY well on the net.

Don't know if I agree.  I am researching material for an article
in  NJ Business Magazine and for a speech I am making to a Gifts
& Decorative Accessories trade show in Dallas on Saturday.  One
bit of  information that I found is worth discussing here.  51%
of all people who surf the Net are looking for local information,
i.e., news, entertainment and local business.  So maybe we need
to re-visit how we promote a business.

The article and talk will be available at our site when we are 

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 - Signature Files  ***

From: Rainmaker 
Subject: Re: Signature Files

>From: Nick Nichols 
>Subject: Commercialization of Signature Files
>Hello All,

[moderator snip]

>Five Reasons Why You Need a Powerful, Commercial Signature File:

Excellent summary.  

Let me add a sixth.  If you go to some of the search engines to
see how effective links are to your site, you will find they link
to archives of newslists.  Which means a lot more people will be
finding you because of the links.  For example, go to Infoseek
and in the search element enter:

You will find 261 pages linked to our site, most of which come
from newslist archives.

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 - Dealing with Bounces, SmartBounce  ***

From: Mark Rauterkus 
Subject: Dealing with Bounces, SmartBounce


The bounced mail thread continues with additional insights:
Reply comes from Vince, a list-owner and software developer.
His sig follows comments. 


Mark Rauterkus

[much snippage]

>...If you save all
>your bounces for a few months and go back and analyze them (by
>sorting, dating, etc.,) you will see that the toughest bounce to
>deal with is the "temporary" one... the one where the recipient
>had a full box, or its server was down, or they are suspended
>until their bill is paid, etc.  All automated programs I've seen
>so far will remove an address after just one bonce.

This is one of the primary features of SmartBounce Pro (note that
it's not available in the Lite version): "Bounce Tracking." You can
tell it to remove an address after it has bounced for a certain
number of times, or days, or weeks; that setting is user selectable.
Moreover, SmartBounce Pro tracks hard bounces separately from soft
(what he calls "temporary") bounces, with separate removal threshold

>And of course
>some programs tell recipients that if they stop getting list mail,
>then maybe they were bumped off and they should resubscribe.  This
>will not fly with busy business people.  They have to subscribe
>once, and that's it.  Any more trouble than this and they'll just
>stick with their standard print pulications.

This is exactly the reason that SmartBounce has attracted so many
list owners who cater to the business community. Also among our clients
are companies like NetCreations (an *opt-in* e-mail marketing company),
whose very income depends upon the size of their mailing lists. They
will not settle for a program that removes users too quickly, or by

To date, there has not been a single reported "false positive" from
SmartBounce. You can set the program to anything from a hair trigger
to virtually never removing anyone -- it is up to the individual list
owner as to what works best at his site and with his list. Moreover,
I am always happy to review a Pro user's SmartBounce configuration
and list characteristics to determine the best settings for his mode
of operation. (Some of my Pro users periodically send me their bounce
files and configuration files, just to have me look over them and
ensure that their setup is still optimal.)


Vince Sabio                    Home of the world's first general-purpose
Orion Software, Ltd.           automated bounce handler for mailing lists.       For more info: 

[Moderator's Comments]

Thanks Mark, for forwarding this to the list.  And, 
thanks, Vince, for taking the time to write in the 
first place.  It's always good to get the facts 
'straight from the horses mouth'.

BTW - Mark is a former GM of this list.  If you don't
know what a GM is, you may send the following e-mail
to find out  :)

Go ahead, there's no obligation.



 The Corkboard

From: Postmaster 
Subject: Looking for an attorney

An advertiser posted a coupon on our site under contract.  

He then illegally spammed (UCE - unsolicited email) the 
net pointing them to my site.  Unhappy receivers of the 
spam retaliated against my site thinking we sent it. 
Brought our server to its knees.

The advertisers unwittingly sends an email to his ISP 
telling them that they purposely used my company to 
deflect, shield themselves from any of the problems 
associated with the retaliation of people getting the 
UCE. The ISP forward that email to me - which I have a 

Here I sit with an advertiser that maliciously 
misrepresented us to the public on purpose.  

He refuses to pay for outstanding invoices and damages 
caused.  He will not answer any calls or emails.

You can see his site at

I am in need of legal council for actions.  This is an 
unique case and I have not heard of any other of this 
type in the news, media,  or on the net.  He should not 
get away with this.  He has caused my company damage 
and he did it on purpose.

Thank you,


The Internet Coupon Directory
Targeted Email Delivery with proven results
Accepting select advertisers.
Tel:(412) 621-6881  Fax:(412) 621-2625

 Question of the Week

Last week's QOTW came from subscriber Benjamin Stickland.  
What are some of the big failures that people have had in 
marketing on the net, and what do they feel are the underlying 
causes for these failures?

***  Responses  ***

From: "Nancy Roebke" 

What are some of the big failures that people have had in 
marketing on the net, and what do they feel are the underlying
causes for these failures? Perhaps responses to this question
could serve as a warning to those among us considering
incorporating web based marketing techniques.

Here's what happened to me:

How to Alienate Your On-Line Client Base In One Easy Step.

True life story. I'm borrowing from a popular current trend here
in the US when I write about this story. The countries involved
are Mars and Venus. (Here in the US, those are men and women, but
in my story, they are actually persons from different countries).

Mars joins an e-mail list that is composed of mostly business
professionals from Venus, but are a great potential client base.
On Venus, things are done differently than on Mars, even though
both countries speak the same language. Mars reads the list for a
while (months, in fact).

After months, Mars begins to post informational posts to the
lists- resource tips and business development information gleaned
from various Internet sources. Keep in mind, this particular
information was not specifically ASKED for, but in the spirit of
sharing, Mars thinks this is a good thing to do- after all,
sharing is good. AND Mars has been sharing the same information
on OTHER e-mail lists and hearing how valuable it has been to
people from THOSE countries (Like Saturn).

Venus becomes upset. First, because 7 posts arrive from Mars in
one day. All different, but still *7* posts!. Then Venus is upset
with the content of the posts. Does Mars think that Venus does
not KNOW this information, or worse yet, does not know where to
find it? And who said Venus NEEDED this information, anyway? What
a totally Un-Venetian thing to do!

The rest, as they say, is history. In this example, there is
proof that doing the same thing in the same way WILL NOT
necessarily get you the same results. The main variable here, is
the fact that the two participants were from two different
countries with two different cultures. Both styles work in their
homeland but will they work on an International basis? That
remains to be seen.

Help With Understanding Other Cultures

To aid you in understanding the various cultures YOUR client base
may be composed of, the following is suggested:

1. Check out the following International Links:

International Marketing Resources-

Culture Page Index-

The Web Of Culture-

International Recommended Readings-

2. Befriend someone who is a native in the area you are looking
to expand. Ask questions and LISTEN to what the answers are. Find
out how your actions would be perceived by natives of that

3. Expect to make mistakes as you learn about each culture. Plan
on varying YOUR style and methods to accommodate your potential
client base.

4. Help those of other cultures understand YOURS. If asked, offer
advice and suggestions on how YOU would have handled the same
thing in your culture. What path would you have taken to the get
to the same place THEY want to go?

Working on the Internet exposes us all to the world. We need to
learn more about that world to be effective and productive. We
still cannot say that EVERYONE from Mars acts the same way, and
so does EVERYONE from Venus. But STYLES that are common in each
culture often come through as inappropriate for other cultures.
Don't lose your client base because of YOUR style.

Nancy Roebke
Learn to Network!
Increase income, cut costs, and put an end to cold calling.
Get our FREE series of articles that teach you the secrets
of successful networking. Today!
ProfNet, Inc  Execdirector@Profnet.Org

[Moderator's Comments]

Thanks, Nancy, for sharing your experiences with us, 
and thanks for your "Help With Understanding Other Cultures"
tips.  I know that I have printed them out and added them 
to my need-to-read-regularly list.



*** Next Response  ***

From: Rainmaker 

We evaluate Web sites (part of our Rainmaking services  - MYWEB)
from a marketing point of view and one of our recent make overs
is in this month's issue of The Internet Lawyer newsletter (and
posted to our site at ).  Some of
the major issues we see are:

1.  An unclear message as to what they do

2.  Terrible use of words.  A statement like "Welcome to XXX Home
Page" says nothing.  Use words that sell!

3.  Too much clutter and superfluous images and information on 
a page.

4.  No call to action.  

5.  Use of free URL services, i.e.,

If you're going to play in the  big leagues, spend  
some money and get your own URL.  Visitors meet your  
firm for the first time  over the Net, and are  
getting a first  impression over this  14" screen. Not a  
physical location that  they will visit.  If I were 
swimming in  that vast ocean, and  needed some help, I
would hope that the  help would come  from somebody who  
would go a little farther than putting  his/her toe in the 

6. As far as marketing a site, spend some money and get 
it done right.  If you were opening up a physical store, 
you would budget money for advertising.  You need to do 
the same on the Net.

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.

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