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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 #152
 March 25, 1998
 Gary K. Foote, Moderator

 Advertise in The E-Marketing Digest and reach over 1,000 
 small business owners in 40+ countries.  1200+ subscribers 
 plus pass-alongs = 2,000+ impressions per issue.

 For a copy of our Insertion Order/Rate card

 Subscribe to our sister publication, The E-Tailer's Digest
 Discussing both online and offline retailing methods.


 Table of Contents

 + Ongoing

    "The Content of This List"
       - Ken Evoy
       - Moderator's Comments

    Affiliate Programs"
       - Paul "the soarING" Siegel
       - Moderator's Comments
       - John Watkins
       - Moderator's Comments
       - Roy Hinkelman

 + Nuts 'n Bolts

    "Search Engines"
       - Michael S. DeVries
       - Moderator's Comments

    "Splash Pages"
       - Ecki Soemarmo

 + E-mail Corner

    "Accessing The Internet By E-Mail"
       - Gary K. Foote

    "Email list content dilemma"
       - Mitch Arnowitz

    "Labeled a Spammer in OZ"
       - Claudia Hafling

 + The Corkboard

    "IBL First Anniversary"
       - George Matyjewicz 
       - Moderator's Comments

 + Question of the Week

    "What one online activity has been your 
     most successful traffic builder?"


 Moderator's Comments

Hi All,

Today's issue covers a lot of ground, from Search Engines and
Affiliate Programs to Accessing the Web by E-mail and the 1st
anniversary of the International Business List.  I want to take
just a moment to point out there have been no responses to this
week's QOTW.  I have to admit, its not the best QOTW in the
world, but I hope some will respond to it.  How about you?

Also, the software that maintains this list has been hicupping
lately and some have been getting the EMD and others have not.  I
am hoping that all is now back in order and that things will
progress without any more delivery delays.  

And now, on with the show...

Your Moderator,

Gary K. Foote

Send the following e-mail to our autoresponder:


***  FIRST TOPIC - The Content of This List  ***

From: Ken Evoy 
Subject: The Content of This List

Hi Gary,

For what my opinion is worth, your newsletter had a 
lot more valuable marketing-related content this time 
... again.  It took me 30 minutes (including 
investigating some great links, etc.) to polish 
it off ... instead of 30 seconds as  had become
the norm when you asked for reader feedback.

A lot more focused, useful info.  Thank you.

Hope this helps,
Ken Evoy, M.D.

[Moderator's Comments]

Thanks Ken,

Its always nice to know that our readers notice and appreciate
the improvements we make to the EMD over time.  And it *is*
reader feedback that drives the process. So, keep letting me know
what you like and don't like about the EMD.  I promise to
consider every suggestion.

In fact, I'm placing a permanent request for reader feedback
into each issue of the EMD.  I include it in this post as
announcement of its existence.  Here is today's mention...


Let us know what you think of the EMD.  Use the following e-mail
link to comment on our publication.  Make a suggestion, complain
about our format, or simply tell us off!  

Come on...  give us FEEDBACK:




***  NEXT TOPIC - Affiliate Programs  ***

From: "Paul "the soarING" Siegel" 
Subject: Re: Affiliate Programs


Our esteemed moderator says:

"The most important, in my mind anyway, is communications
logistics.  With the service we are offering it is vital that the
end-client have input into the process.  We would be mired down
in endless 'changes' without paying special attention to this

Bravo! I've seen a lot of posts about affiliate programs. This 
is the first that talks about input from clients. You got it 
right. Getting clients involved is the way to make your 
affiliate program a true community. And it's community, I 
believe, that will make your program a success.

As for other factors, I believe that the program should be such 
that it enhances the loyalty customers feel for the various 
clients. Making it a true community will help you in this 
respect too.

I call affiliate and similar networks,  cooperate programs. I  
think such cooperative programs are natural developments of the 
Internet and will grow and prosper greatly. This is why I have 
established a Cooperative Classifieds section on my site where 
you may post an ad FREE. These FREE ads are for program 
initiators looking for affiliates, websites wishing to join such 
programs, and companies selling associated software, To post an 
ad, jump to;

Live your vision,

Paul "the soarING" Siegel************************LEARN-A-LINK
Learn how to create a Learning Fountain: A website that attracts 
prospects by helping them learn. 
Subscribe to Learning Fountain Reviews. Send message to: 
 In Subject state: 
Subscribe Reviews. Visit

[Moderator's Comments]

Hi Paul,

If the client doesn't get the website he wants, designed to work
to fulfill his/her needs, then everybody loses.  The client loses
out on a potentially successful site, the reseller misses out on
the income generated by future site changes, and the site
designer loses out on a quality portfolio inclusion, future site
change income and future business generated by referrals from
another happy customer.  Every service business' motto ought to
be "Listen to the Customer".

BTW - I stopped in at your "Cooperative Classifieds" and think it
can be useful to many.  I'll be adding my own info to the
database as soon as I actually write a formal Affiliate's Program
Policy Statement.  So much to do...  so little time.  :)

Would anybody else like to share what they believe makes an
affiliate program successful to all parties concerned?  Can
general statements even be made about affiliate programs, or are
circumstances so widely varied that they can, by definition, have
little common ground?




From: The Simple Society 
Subject: Re: Affiliate Programs

>I want a similar thing, except I want to give you credit for
>folks coming to me now or whenever they come back, or for
>whatever they buy.  And, I don't want to ask the visitor where
>they came from.
>It needs to be controlled from the referrer source in a cgi
>script.  Cookies won't work.  I have tried a couple of cgi
>scripts, but found glitches in them.

Both BooksNow and Barnes and Noble have programs that pay you for
all books ordered through the link from your site.  As for your
own needs, the answer may be to set up a slightly different link
for each affiliate so that referrals that come through them are
clearly identified. After the first order, you attach the
identity of the affiliate to the customer record. You'll always
know from whence that customer and their business came.

John Watkins, Executive Director     The Simple Society

FREE--a subscription to Simple Solutions: the Email newsletter
that proves there are simpler solutions to major public problems.

[Moderator's Comments]

Hi John,

I like the idea of different URLs for each affiliate's client's
entry page.  It clearly shows where the new customer came from
and future sales can be tracked by attaching the ID to the first
sale - to be referenced at each subsequent sale.  

Do you envision any method of simultaneously reporting this info
to the referring affiliate?  In other words, how can the
referring affiliate be assured that each transaction is
accurately reported by the actual seller?




Subject: Affiliate Programs & Content Providers

I am building a Links exchange area for companies that cater to
ISP's and web site managers, and am looking for companies that
provide either affiliate programs or original content delivered
directly to subscriber web sites.

I view these two types of companies as future 'killer aps' for
successful web sites (my company is involved in one of these!).
As the first generation web sites are re-evaluated for ROI, site
managers will look for ways to reduce the expenses involved in
supplying ancillary services to their visitors and secondary
revenue sources.

For that reason, I think we will see a lot more services like
Chad's Business Web, and the commissions offered will start
looking better as more players come up to the plate. And content
providing services like Rapid Content and NewsBytes (and mine, I
hope!) will grow.

If you know of any companies that fit this description, let me
know. A very brief list has begun on my site

Roy Hinkelman

.......Put our FREE site directory on your website!.......
Syndicated Marketing

 Nuts 'n Bolts

From: "Michael S. & N. Lynnetta DeVries" 
Subject: Re: Search Engines

On Mon, 16 Mar 1998 12:17:35 Nancy Roebke wrote:

Hi! Nancy ;)

Firstly, I would like to point out that I was referred to
E-Marketing by Nancy, and am new to the list, so ... But, my
point, elaborated on below, is that I am a new subscriber because
of a personal referral from someone whose opinion I respect, 

> I read with interest all the posts on getting listed in search
> engines. I stand by what I have said about them all along.
> 1. They are totally useless for some types of businesses- mine
> is one of them.

IMHO I can agree that this may be true for some businesses
wherein it is unlikely that someone may search on a keyword
related to your business.  However, I also often use search
engines to find businesses and/or sites by a partial names when I
am referred to them by someone, but don't know or remember the
URL. Therefore, even for those businesses where their e-marketing
probably should not focus on search engines, IMHO, it would be to
your benefit to be listed, even if your not in the top 100 for
any keywork, you know what I mean?

 > 4. Far BETTER QUALITY visitors come from building
relationships > online and directing people to your site from
other angles.

Agreed. These topics may have been previously discussed in
e-marketing? or not? But, if not IMHO they would make good
e-marketing threads: * How do you build relationships online? *
How do you direct people to your site from other angles? - Which
other angles? - How do you establish links for these other

As I mentioned above, I believe that personal referrals and
recommenations are one of the best ways to get qualified
prospects to your site who will really evaluate your product or
service. I will generally request such referrals and
recommendations from people I "know on the net" and the members
of the discussion lists where I have received "good referrals" in
the past and will look at these specific sites rather than just
"search the world" so ... I would recommend that you build
positive relationships with others on the net and get your
positive "word-of-mouth" marketing working for you - IMHO it will
be one of the most effective and profitable uses of your valuable
> 5. We are all WAY too concerned with the NUMBER of visitors to
> our site, and not whether they are QUALIFIED buyers or not. I >
for one, could not care less how many come. I care about how >
many buy.

Agreed again. Unless you are making good money from CPM-style
ads/banners on your site, then what value are a large number of
visitors? If you only get 10 visitors and all 10 buy, then isn't
this better than 100 visitors and only 1 buyer?  So, how do we
get the 10 to "buy" is my question?
 > Autoresponders get me far more QUALIFIED traffic. I
SWEAR by > them.

I agree with this evaluation of autoresponders as well.

But, then you still have to market the autoresponder address,
right? So, what are some good ways to get the autoresponder
address in front of qualified prospects and get them to use them?
What are some good ways to follow-up on those who request
information through autoresponders? without being too "pushy"?

Hope this helps,

- Michael S. DeVries
  Moderator, the I-Barter Moderated Discussion List  

*************** I-Barter Discussion List ***************
  Moderated Discussions of Trade / Barter in Business
*************** **************

[Moderator's Comments]


Thanks for your post - and thanks to Nancy Roebke for referring
you to this list.  This just points up the value of positive
referrals from satisfied customers (or in this case, satisfied

You also wrote;

> What are some good ways to follow-up on those who request
> information through autoresponders? without being too "pushy"?

I think this is where qualifying your leads comes in.  My
autoresponders are set up as a heirarchy, with a 'Main Infrmation
Desk" autoresponder that carries a short description and mailto
link for every autoresponder I have in place.  When someone
triggers my main autoresponder they are telling me they are
likely seeing my info for the first time.  This is not the time
to barrage them with tons of unasked for info.  It is when a
second-tier autoresponder is triggered that I know two things;

1) I know the requestor is generally interested in the subject
because they have taken the time to perform some e-mail
'navigation' to receive the info they wanted.

2) I know the area of the requestor's interest and can then
followup - at a decent interval, maybe two weeks - with a second
mailing that will re-trigger the interest of the recipient,
possibly generating a sale.

Is this pushy?  Well, maybe, but nobody has complained yet, and
sales of my services have been generated this way.

Just my $.02



***  NEXT TOPIC - Splash Pages  ***

From: (ecki_soemarmo)
Subject: Re: Splash pages

Hello again--

About my original post concerning splash pages--I was responding
to someone who was considering making a splash page designed
solely for the search engines. I assume this would be a page
packed with meta-tags and hidden text which would then redirect
to the "real" page. This tactic will penalize you in some search
engines (AltaVista, Excite, Infoseek, Webcrawler). Obviously in
some cases splash pages are necessary, especially when plug-ins
are required or the pages are optimized for a particular browser. 

Ecki Soemarmo

3300+ Free Ad Sites: The Grandfather of All Links

 E-mail Corner

***  FIRST TOPIC - Accessing The Internet By E-Mail  ***

Hi All,

I just recalled a great resource presented free by one of our
readers, "Doctor Bob" Rankin.  It is called, "Accessing The
Internet By E-Mail, Doctor Bob's Guide to Offline Internet

I consider the number of people online who only have e-mail
access to be significant enough to try to reach thru intelligent
marketing techniques.  Did you know you can get webpage content
delivered by e-mail?  Well you can, and so can your potential

I would like to know if anyone has any ideas for tapping into a
market that only has e-mail capability?  Of course, participation
in mailinglists is almost a no-brainer method, but what about
different angles of approach?  Any ideas?

Here is how to get a copy of "Doctor Bob's" excellent document:

Finding the Latest Version

This document is now available from several automated mail
servers.  To get the latest edition, send e-mail to one of the
addresses below.

To: (for US, Canada & South America)
Enter only this line in the BODY of the note:
  send usenet/news.answers/internet-services/access-via-email

To: (for Europe, Asia, etc.)
Enter only this line in the BODY of the note:
  send lis-iis e-access-inet.txt

You can also get the file by anonymous FTP at one of these sites:

   get pub/usenet/news.answers/internet-services/access-via-email
   get pub/lists/lis-iis/files/e-access-inet.txt

Or on the Web in HTML format at:



***  NEXT TOPIC - Email list content dilemma?  ***

From:             "Mitch Arnowitz" 
Subject:          Email list content dilemma

Hi Gary,

I am enjoying EMD, thanks for the hard work. The reason for this
note is that I thought you and other EMD readers might be able to
offer an opinion to one of my readers.

I am a team member for The Netpreneur Program; a Washington, D.C. based non-profit
program that matches funders up with emerging technology
companies. My responsibilities include business development,
online marketing & advertising efforts. I also run several
discussion groups, among them the advertising and marketing

I am enclosing a recent post (follows this note) to this
discussion group. A member of our group (that works for a
successful regional Netpreneur) is creating an email list to
market company products to existing and perspective customers.
This fellow has an interesting b-b dilemma that I'd like to share
with your readers.

I felt your experienced readers might be able to offer an opinion
or two in these relatively uncharted waters. I'd like to share
your reader's comments with my group. I will offer EMD a summary
of our reader's comments. Is this OK? Gary, if the enclosed is
off-topic, please excuse the intrusion.

Thanks again, keep up the great work. 
Mitch Arnowitz
Business Development
Morino Institute
PKW Netpreneur Program 


 -----Original Message-----
 Subject: AM: Email list content dilemma

 All --

I'm on the verge of launching an email list to further my
company's marketing goals (Telogy Networks, Inc.), and
wanted to toss out a few ideas for feedback/discussion.
Up front, I very much appreciate any time taken; I know
how busy everyone is.

Telogy is an 'embedded software' company. It is esoteric,
Voice over IP-related stuff, sold to manufacturers
of network gear. Our products have gotten good coverage and
our customer list likewise has good names attached.

The email list is permission-based, and will start small.
I'm estimating about 100 names.

The list's goals are:
- to help establish Telogy as a leader
- increased visibility of the company/product name
- promote useful feedback from participants
- get leads/promote sales

Our sales prospects are product/equipment managers:
Sr. Mgrs. and up. The ultimate demographic for our
list is healthy portions of those folks and the engineers
that design these wonderful boxes.

The engineers are the ones who make technology recommendations
to mgt., so they're related to the sale.

Situation: most of those who've registered for the list are
engineers. They are certainly welcome, but we haven't so far
attracted half of our true prospects, the half that makes
buying decisions.

The groups have different content needs. The engineers are
interested in technical product info, release notes, schedules,

The managers are more concerned with business market issues:
time to market, "build-in-house" vs. "buy-from-vendors,"
their own product strengths/weaknesses.

My quandary: I want to keep the engineers interested, but
also want to attract the managers. If it is all
the engineers will leave in a swarm. If it is all-tech,
the managers won't care.

However, I think it is true that issues applying to one group
are relevant to the other, would like to capitalize on that,
and also would like to avoid maintaining multiple lists.

Given the limited attention these tools get, do you think it
is viable to attempt to serve-up a content mix that appeals
to both audiences?

Do you see risks in trying that? One that comes to mind
is, if the list is perceived to lack focus or a coherent
identity it may not be interesting to anyone.

What specific content-related steps might I take to avoid

Do you have general content-related recommendations for
starting such a list?

***  NEXT POST - Labeled a Spammer in OZ ***

From:             Claudia Hafling <>
Subject:          The E-Marketing Digest [Resend #1]

-------------------- Begin Original Message --------------------

Message text written by "Webbers Communications"

"It's now been a week. I've spent at least 24 hours pleading with 
various MCI personnel to correct this situation. They do nothing. 

Has anyone here experienced anything like this?  Can you suggest
some action I might take to gain MCI's attention. Where can I go
to get a decent ISP who won't demand I cease publication of my
beloved discussion list?  Any advice and/or suggestions will be
greatly appreciated. I'm at my wit's end."

-------------------- End Original Message --------------------

Dear Zylph:

What was it specifically that prompted their suspension?  Did
they receive a complaint?  Or were they just nosily sticking
their noses in and reading your newsletter and arbitrarily
deciding it's spam?

Did they give you a specific citation of the specific violation
of their documents that caused the suspension?  If not, I'd say
they owe you one, along with the opportunity to demonstrate that
they are wrong.

-Claudia Hafling*******************************
Media & Marketing Concepts
The Hospitality Marketer
Public Relations*Advertising*DTP*E-Marketing 
for Hotels*Motels*Restaurants & Resorts
Contact us at
or toll free voice (800)544-6482

 The Corkboard

From: Rainmaker 
Subject: IBL First anniversary


I would like to post a first year anniversary congratulations to
fellow list owner Ray Gabriel and his success with the
International Business List.  He now has 6,000 members from 150
countries, and the list has become the premiere list for
international business on the Net!.  It is the one I chose as a
model for E-Tailer's Digest.   It is a very well-run list with
some very innovative ideas.  

I have served on the marketing advisory committee since it's
inception, and have watched the list grow  successfully.  Lists
like the IBL  and E-Marketing and E-Tailer's are a great resource
for Netizen's.

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:

[Moderator's Comment]

Congratulations to Ray Gabriel and his success with the
International Business List.  Our own 1 year anniversary is
coming up this May.  With just over 1200 subscribers currently I
would like to grow to over 2000 by then.  To that end, please
consider this to be the obligatory plea for you all to 'pass this
issue along and encourage others to subscribe'.



 Question of the Week

"What one online activity has been your 
 most successful traffic builder?"

Please Post Your Responses to:


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