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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 #130
 february 4, 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.


 Table of Contents

 + Moderator's Comments

 + New Topics

    "Internet Advertising Question"
       - Richard Hauf

 + Ongoing

    "Tradeshows & Seminars"
       - Shannon Kinnard

    "Other Excellent Lists?"
       - George Matyjewicz
       - Nancy Roebke

    "E-Commerce Followup"
       - Phil Doyle
       - Hubertus Rank
       - George Matyjewicz

    "Testimonials: International Flavour"
       - Jose Camilo Daccach T.

 + Question of the Week

       - Mike McCandless
       - Nancy Roebke


 Moderator's Comments

Hi All,

Today's issue covers a number of ongoing issues and one new 
topic.  The new topic (Internet Advertising Questions) is 
sure to generate a lot of interest.  If you have experience 
in this area please post any advice you may have.

Our ongoing topics ('E-commerce/Credit Cards' and 'Testimonials')
are both creating some interesting content.  The international 
tips on Testimonials offer a new insight into how to present a 
business in a global marketplace.  Any other comments in this 
area would be of great interest to all our readers, so send us 
your posts please.

This week's QOTW has also brought some good ideas.  I'm sure 
there are others with their own interpretation of just what 
makes for good website marketing-design.

 New Topics

From: "ShopSafe" 
Subject: Internet Advertising Questions

Hello -

I have been an avid reader of this newsletter for 3 
months now and am quite impressed by your contributors. 
We have learned quite a bit about web advertising and 
the future directions of this industry. For that, I say
thanks !

[Moderator's Comment: Thanks from every subscriber who 
has contributed.  I, too am impressed!]

My company has spent the last year developing a business 
plan, the necessary programming, and marketing relationships 
for the debut of, what we feel, is one of the internet's 
finest cybermalls. We have negotiated extensively with some 
of the internet's top retailers including Virtual Vineyards,
eToys, CyberMeals, Barnes & Noble and dozens more to feature 
them as merchants at the ShopSafeMall.

Our site made it's internet debut late in 1997 and we are 
pleased thus far with the results we have achieved. We are 
quickly moving into the second phase of our business plan 
which calls for extensive site promotion and advertising.

My question for your readers is this - what are the most 
effective advertising channels for this type of business? 
What are the budget expectations for this type of promotion ?

I would certainly invite any of your readers to visit the 
ShopSafeMall site and give us their opinions or 
recommendations for properly advertising the site. Anyone 
interested in acting as an advertising agent for our site 
would be welcome.

Thanks for all of your assistance in advance and we look 
forward to many good suggestions. As always, keep up the 
great work !


Richard Hauf


Featuring many of the internet's finest retailers including
FAO Schwarz, Barnes & Noble, Virtual Vineyards and
dozens more...only at the ShopSafeMall !


From: Shannon Kinnard 
Subject: Tradeshows & Seminars

Hi all,

I just wanted to share a resource on tradeshows with the 
group. One of my clients, The Inside Track, publishes a 
monthly newsletter on exhibiting at trade shows. The Inside 
Track has relationships with vendors in just about every 
category, and they take care of all your exhibit needs at 
no cost. The vendor pays them a sales commission. The 
newsletter is sent out by fax, however. If you're 
interested, you can email Dave Sterne at; 

...and get more information.

Good luck,

Shannon Kinnard, Newsletter Marketing Specialist
Marketing with print and online newsletters
Subscribe   for
Pocket of Words, an Interactive newsletter
Where your business is the story!

[Moderator's Comments]

Thanks, Shannon.  I think many here would be interested in
this newsletter.



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***  NEW TOPIC - Other Excellent Lists?  ***

From: Rainmaker 
Subject: Re: Other excellent lists?

>Does anyone know of other excellent lists  
>about e-commerce and business-to-business?

To find any list, go to the list of lists;

...where they have 84,792 lists.  You put in a topic, 
and get the lists you need.

It all depends on what you want to accomplish.  I subscribe to
over 100 lists, and each has it's own focus and agenda.  For
example, the Market-L list is a free-for-all, unmoderated list.
While there are only 400 members, last month I received 1,869
messages on that list.  Adam Boettiger's I-Advertising, OTOH is a
moderated post-by-post list with 8,000+ subscribers.  Yet I only
received 188 messages.  The first allows you to express your
ideas, and battle them out as you would in an ad agency.  The
second is controlled, and gives you some learning stuff.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases:
Seminars & Trade shows:


From: "Nancy Roebke" 
Subject: Business Lists

Here's a couple more:

International Business Consortium
moderator Nick Baker

LinkExchange Digest 

I-Sales Digest
pUT the word - subscribe - in the body of your message.

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

***  NEW TOPIC - E-Commerce Followup  ***

From: Phil Doyle 
Subject: Re: E-Commerce Followup

>I read the post about VANTAGE, the e-commerce system that 
>does not require you to have a merchant account.  I 
>visited the website listed in the posting and found it oddly
>devoid of any info on how this service really works (beyond the
>marketing pitch).  They don't list fees for setup, transactions,
>and monthly service. 
> I'm not slamming Vantage, but I think any online seller 
>would be well-advised to get their own merchant account.  
>Just search on "merchant account" at Yahoo, and you'll find 
>a list of about 80 companies that offer the service.

Complete Vantage description, terms and costs have always 
been available at the site via both email and website link.  
Vantage recommends that all web marketers first apply for a 
2% merchant account that does not require the purchase of 
unnecessary software or equipment..  Vantage offers this 
option through Echo.

However, the problem is that many web marketers, whether new 
or established businesses, will not qualify for an Internet 
merchant account because of credit, capitalization, age of 
business, substantial deposit, over 25% international 
non-magnetic transactions,  other risk factors, or non-US 
status, and if they do qualify, they often will be required 
to pay for expensive, unnecessary equipment or software which 
is not useful on a website and which must be paid for even 
if the account is canceled.

Realistic Internet discount rates start from around 4% - 6% 
plus other costs, and then the merchant still needs a reliable 
shopping cart configured directly to the merchant account for 
automated, real time order and credit card processing and 
"back office" managment tools with password order tracking, 
which is not included in a merchant account.

Most web marketers are re-entering credit card data from email 
forms into other software or equipment for sending to a merchant 
account, which is expensive manual labor.

Further, the traditional credit card merchant account industry 
is one of the worst examples for unethical advertising 
practices and bait and switch techniques.  Common examples 
include required purchase of overpriced software or equipment  
which have no use on a website; low rates and terms that are 
adjusted upward after you sign up, and claims of no security 
deposit requirements.  Often, accounts appear to be free to 
merchants with less than $25,000 in projected annual sales 
because the bank knows the merchant will probably not have any 
business, and it is cheaper to postpone the paperwork until the 
volume materializes at $25,000, at which point the account terms 
will be re-evaluated, you can be sure.

 If you think you are getting a really super deal on a merchant 
account, read the fine print again. Be wary of advertised 
claims. Bank risks in the credit card industry are international
and very real. And bankers are far from stupid. 

Vantage has offered credit card and order processing services 
in the mail order industry for nearly six years and has recently 
introduced a unique Secured Internet Credit Card Merchant Account
e-Commerce System for web marketers wordwide who have been turned
down or cannot get a merchant account for any reason. Vantage 
has been interviewed and featured in numerous online news 
services and in print in the San Jose Business Journal, East Bay
Business Journal (Oakland), Fresno Business Journal, 
Entrepreneur's Business Start-ups magazine, Sacramento Bee, 
WebPromote, American Demographics, Crain's Chicago Business, 
IDC's Internet Industry Standard, and others.

Phil Doyle  WebAgency Marketing
Vantage Internet Credit Card e-Commerce System
B2B eNews International Business Journal
Brainware Business Videos
707-538-5043   fax 707-579-1197
PO Box 1397  Santa Rosa, CA  95402 USA


From: "Reise-Profi Service GmbH" 
Subject: E-Commerce Followup

Hello from Germany,

regarding the comments of Bob Rankin about VANTAGE i agree 
wholeheartly. I have an Incoming Tour Operator with a big 
program (2.000 pages) on the Net since August '98. Thanks 
to all the good information I get up with my list so that 
this last January I got more then 160.000 page views.

Our customers can book directly and can send us payment 
information. We have the problems, that merchants in Europe 
don't have the possibility to get the Online Credit Card 
verification. Our banks here are sleeping while the 
merchants wanted to sell. We have to fulfill everything 
still by hand with our mailorder system with the credit 
card organizations.

There are some companies out there who offer such a service 
as Vantage - I reviewed it two times. They want to get rich 
in a few days, because they collect to high fees from the 

I am wondering why no reliable company (or bank) such Order 
Easy or E-Money offer the service for the European 
companies? I don't know the reason. Any suggestions?

Or is there a company which offers a good service for 
reasonable costs?

Thanks for your good information.

Best regards
Hubertus Rank
"Travel Europe with our special Service" 
Drive Europe Travel Guide 
Reise-Profi Service GmbH
Offenbachstr. 6 - D-26810 Westoverledingen / Germany
Phone +49 (0)4955920905 - Fax +49 (0)4955920906
Subscribe the FREE monthly European Travel Newsletter.


From: Rainmaker 
Subject: Re: E-Commerce Followup

>In the absence of those facts, let me offer this note.  
>There are two drawbacks to this type of system.  First, 
>you'll most likely pay a MUCH higher discount rate than the 
>typical 2-2.5% with your own merchant account.  It ranges 
>from 5% to 10% in the systems I've looked at.  (The discount 
rate is the fee your credit card processor charges for each

But, there is no up-front processing or on-going monthly fees,
which may be a good way for somebody who wants to first test 
the water.

>Secondly, your money will not be available in the usual 
>2-3 business days.  Vantage does reveal that you have to wait 30
>days for the funds, and others (such as First Virtual) make you
>wait up to 90 days.

2-3 depends on a number of things - the type of business, your
experience and your credit rating.  Also there is a little matter
of a reserve that most credit card companies look for, which can
range from one day to one month's average daily processing fees.
This gives the banks a reserve for chargebacks.  Once your
experience improves, this is reduced or returned to you.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases:
Seminars & Trade shows:

***  NEW TOPIC - Testimonials  ***

From: "Jose Camilo Daccach T." 
Subject: Client Testimonials: International Flavour

Hello Gary and Fellow E-Marker's:

On the topic of including client testimonials, I would like 
to contribute the Latin American view of client testimonials.
Bear in mind that the net IS a global place and that the 
strategy set forth without considering global impact might 
backfire (unless your niche is local!)

In Latin America, users are always wary and suspicious of 
"Testimonials", "Awards", and other type of promotional 
venues similar to these.  Skepticism is so high, that even 
a TV commercial in Peru states a "winner" saying "I thought
all the winners that appeared on TV were fake, until now, 
that I am a Winner"

This goes to show that the first thought that might go on 
a person living this side of the border would be, "Is the 
product/service that bad that they need to back it up with 

On my professional practice (Consultant) I only give 
references to clients when asked by a prospectus and only 
on an "example basis" as to reference WHERE I have done work, 
and not particularly WHAT work or its results.  Your 
prospectus would be satisfied to know that if you worked or 
did work for those companies you refer, and there is no 
"bad referencing" of your work, it must have been well done.

Just my two pesos ....


    Jose Camilo Daccach T.  
      Asesor Externo                (Independent Consultant)
  Calle 8 No. 2N-47 Of.401 Cali, Colombia. South America
     Tel: +57 2 667 4820         Cel: 93 551 5917        

 Editor: El Reporte Delta.  Para suscribirse, enviar correo a: con las palabras SUSCRIBIR DELTA

 Question of the Week

This week's QOTW - "What design elements make a website a
good marketing tool?"

***  Responses  ***

From: Mike McCandless 

Interesting question, Gary, and one I'm sure will generate 
some discussion.  IMHO...

1.  The site is easy to use, i.e. consistent navigation, 
it's easy to find the topics I want, no monster-sized graphics,
no annoying music, etc.  If the site isn't "user friendly", 
I probably won't have much interest in sticking around and 
learning about your product or service.

2.  The site provides value to me as a visitor.  I probably 
won't buy anything on the first visit to your site.  So, if 
you want me to come back, you'll either have to remind me to 
come back (e.g. with a newsletter) or you'll have to provide 
me with an experience that I consider of value so that when 
I am in the buying mood, your site stands out from the rest 
and I return.

That's my two cents worth.

Mike McCandless
Receive our FREE newsletter
"Biznews:  How North Carolina Business Leverages the Web"
Email to 


From: "Nancy Roebke" 


I like simple. I like information. I like things that don't 
prevent those without the newest technowledgy from viewing them. 
Those people include the physically-challenged. I don't like to 
see sites that can't be visited by the visually-impaired. So the 
tool that *I* like most, is simplicity.

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

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