Internet Marketing? Online Marketing? E-Marketing?
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T h e   e M a r k e t i n g   D i g e s t   W e e k l y
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Discussing & Defining Internet Marketing. Since May, 1997
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Edited by Gary K. Foote & C.J. Foote
ISSN 1522-6913
Volume #2,Issue #315
Monday, September 13, 1999

The eMD Weekly is *the* online marketing publication with
something for *every* internet business, whether newly formed or
online 'forever'. Print this issue out and take it to lunch
today... learn something and get ahead! And, thanks in advance
for passing this issue of the eMD Weekly on to a few colleagues.


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=============
In This Issue
=============

+ Sponsor Message
   - "Recommend-It - "The Internet's Word of Mouth""

+ Editor's Corner
       + Gary K. Foote

+ Our Readers Speak Out
    - "When is it SPAM?"
        + Jules Kaplan
        + Douglas Freake

    - "Re: Networking Online in the
           Background : The Active Lurker"
        + Janet Attard
        + Nancy Roebke [Response]

+ eMD Marketing HelpDesk
    - "eMarketing a Non-profit"
        + Karen Roque
        + Geoff Halstead

 + eMD Weekly Member's Poll
    - "Which of the following methods of
       marketing/advertising do you use?"

=====================================
To Post to The eMarketing Digest:
mailto:emd-post@webbers.com
=====================================

===============
Editor's Corner
===============

Hi Everyone,

The eMD is currently covering the issues surrounding the use of
e-mail as an online marketing tool.  We are looking for your
definitions of, and tolerance levels for, UCE [Unsolicited
Commercial E-mail] and UCB [Unsolicited Bulk E-mail].  Please add
your own $.02 on this issue by using the following e-mail link:

mailto:emd-post@webbers.com?SUBJECT=When_is_is_SPAM?

We also have some discussion on Nancy Roebke's last column,
titled, "Networking Online in the Background : The Active
Lurker", with a post from Janet Attard with Nancy's accompanying
response.  Some interesting opinions stated by both.

Plus, two readers check into the eMD Marketing HelpDesk with
questions on e-marketing a charity [non-profit].  I've offered
some comments of my own, but look forward to lots of reader input
for charity e-marketers.  Use the following e-mail link to post
on this subject:

mailto:emd-post@webbers.com?SUBJECT=eMarketing_a_Non_Profit?

Finally, please take the time to visit this issue's sponsor,
Recommend-It - "The Internet's Word of Mouth", as it is our
advertisers who keep the eMD a free resource.  You may follow
links to our sponsors from their links in each issue of the eMD,
or from our Sponsor Resources web page located at;
http://www.webbers.com/emark/sponsors.html

Now let's get marketing...

Gary K. Foote, Editor
The eMarketing Digest
http://www.webbers.com/emark


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* HELP US BUILD OUR CIRCULATION!  Please forward this issue of
  the eMD on to two friends or business associates right now.
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=======================
* Our Readers Speak Out
=======================

From:               "J Kaplan" 
Subject:            When is it SPAM?

What I consider unethical Spam is when the header states:

"Your address is on our list because you either purchased from
us in the past or you have requested information"

Especially when they don't have my correct email address that
I would normally use.  That is the tip off.

I feel that 99.9% of these type of headings are fraudulent and I
know 100% of the time I never made a purchase or requested
information. Instead of getting bent out of shape, as soon as I
see that type of heading my mouse is on the delete button and
away it goes. Just like print junk mail.  The only difference
between print junk mail and this is really the cost of getting it
to the end user.

Jules Kaplan

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
 "Affordable Shopping Cart & Complete eCommerce Solution"
    http://merchantchecks.com -   http://iwebcom.com
           Secure check & credit card capture
M/C Systems-7119 E. Shea Bl.,#109-443-Scottsdale, AZ 85254
Voice  480-991-7025      mailto:infosig@merchantchecks.com


+++  NEW POST - SAME TOPIC  +++


From:               Douglas Freake 
Subject:            Re: "When is it spam?"

Hi George & E-Marketers,

When is Unsolicited Commercial E-mail spam? George writes, "Many
believe that sending individual e-mail is not spam ... I didn't
ask for it, you are trying to make me aware of your
products/services, it is commercial, therefore it is spam".

In my opinion not all "individual" Unsolicited Commercial E-mail
is spam. First, if the marketer took the the time to do some
research and determined that you were in their "target market"
and were indeed a "potential" customer - then they have met one
of the standards for "ethical e-mail marketing".

Second, if the marketer took the time to write a "personal"
introductory letter (ie. not an advertisement) explaining who
they are, what they offer, how you might benefit from their
products or services and included their full name and contact
address - they have met two of the standards for ethical e-mail
marketing.

Third, if the marketer does not send a long (more than 1 page)
formatted e-mail letter with an attachment - then they have met
three of the standards for ethical e-mail marketing.

Fourth, if the marketer only sends one letter and does not
"bombard" you with the same or similar e-mail letters - then they
have met four of the standards for ethical e-mail marketing.

These are my standards for ethical e-mail marketing.

Regards,

Douglas Freake

World Business Network .......................
http://worldbusiness.net
Guide To World Trade Resources .................
info@worldbusiness.net
Trade Weekly ...................................
http://tradeweekly.com


+++  Editor's Comment  +++


Hi Everyone,

The comments from Jules and Douglas are good starting points, but
I think there is more to this issue than meets the immediate eye.
What of the distinction between UCE [Unsolicited Commercial
E-mail] and UCB [Unsolicited Bulk E-mail]?  Where is the line
drawn here?  For example, suppose the following:

An online business has spent time building a short commercial
message, has closely targeted their audience, spent time
personalizing their message for each recipient and has correct
contact info and headers included.

What then?  If the business sends to their list with single click
is this bulk e-mail?  If sent in batches of 10, is this bulk?
How about one per click?  What exactly is bulk e-mail?

The reason for this concern is that if someone complains to your
ISP that you have spammed them, and your ISP subsequently goes to
their server logs and finds that you sent 100 messages in a
single click, they may 'find you guilty' of SPAMming and refuse
you service.  Yet, you have, in reality, sent 100 personalized
messages in a single click.  I see a 'grey area' here.  Anyone
have a slant on this that can clear the air?

mailto:emd-post@webbers.com?SUBJECT=When_is_is_SPAM?

Your Editor - Gary K. Foote


+++  NEXT POST - NEW TOPIC  +++


From:               JanetAC1@aol.com
Subject:            Re: "Networking Online in the
                         Background : The Active Lurker"

Based on many years of experience running very busy public
message boards (which the average users assumes are like any
Internet newsgroup) I strongly disagree with the Nancy Roebke's
recommendations for getting your newsletter or anything else
found/sold.

In Business Know-How forums on America Online,  if you follow her
suggestions you are likely to get reported by people who receive
your mailing for spamming. Sending a private message to everyone
who posts in a forum is no different than logging in with one of
the name-stripper software and pulling out the names to send bulk
mail to.

While it may seem inconsequential to someone who has something
they think is useful to people in a newsgroup or forum, what
happens on busy newsgroups or boards is that there are literally
thousands of people reading messages, and those who post messages
get swamped with junk mail - some related to the subject, many
just business opprotunities and mail with comeons to sex sites.
As a result they STOP posting in the newsgroups or boards.   This
is a serious problem that kills newsgroups and annoys regular
contributors and scares off newcomers to boards and newsgroups.

If anyone isn't familiar with Business Know-How, or why "one"
forum might be a suitable example, our "one" forum has grown over
the years to the point where it now consists of more than a dozen
subforums and special interest areas, with a total of somewhere
between 1500 and 2000 message boards. (which are like
newsgroups.) I've been running online forums with active bulletin
boards for 11 years and have done so on multiple online services.
ALL of them regarded sending mail to everyone who posted as spam.

--Janet Attard
Author of BUSINESS KNOW-HOW:An Operational Guide for Home-Based
and Microsized Businesses on Limited Budgets
http://www.businessknowhow.com
AOL Keyword: Business Know-How


+++  NEXT POST - RESPONSE TO ABOVE  +++


From:               "Nancy Roebke" 
Subject:            Re: Active Lurking

Janet,

> Based on many years of experience
> running very busy public message
> boards (which the average users
> assumes are like any Internet newsgroup)
> I strongly disagree with the Nancy
> Roebke's recommendations for getting
> your newsletter or anything else found/sold.

I am not sure what you're referring to here. Anything I promote,
I have personally done for at least three years with success.  I
do not recommend any kind of approach for message boards since I
do not use them. I am active on over 100 business email lists,
and two moderated business newsgroups.

Whatever I recommend has been successful in those arenas.

> In Business Know-How forums on
> America Online,  if you follow her
> suggestions you are likely to
> get reported by people who receive your
> mailing for spamming. Sending
> a private message to everyone who posts in
> a forum is no different than
> logging in with one of the name-stripper
> software and pulling out the names to send bulk mail to.

Ah... On this , you are taking my words out of context. In NO
PRIVATE MESSAGES do I promote my business in any place
but my sig file. I send those message one at a time, in response
to something someone posted.

Spam is UNSOLICITED BULK EMAIL. I send nothing bulk.
"Thank You's", "I agree with you" posts, "Welcome to this group
"posts, "How can I help you further?" posts, "What's a good lead
for you?" posts, "Can I have more information? posts, and "I
have an answer to your question" posts, are not, and have never
been, spam. Should they become spam, the usefulness of the
Internet as a business tool, will disappear.

If what I recommend is not allowed on AOL, get another
provider that focuses on business. All of the above type posts
are allowed and expected in online business forums . In 5 years,
I have never been accussed of spamming. I hate spam. I am a
huge crusader against it- reporting it EVERY time I get it. Since
I get over 500 messages a day, that is pretty frequently.

> While it may seem inconsequential
> to someone who has something they
> think is useful to people in a
> newsgroup or forum, what happens on busy
> newsgroups or boards is that
> there are literally thousands of people
> reading messages, and those
> who post messages get swamped with junk mail
> - some related to the subject,
> many just business opprotunities and mail
> with comeons to sex sites. As a result they STOP posting in the
> newsgroups or boards.   This is
> a serious problem that kills newsgroups
> and annoys regular contributors
> and scares off newcomers to boards and
> newsgroups.

I cannot answer this about "boards", but I do the steps I
recommend in newsgroups successfully (and remember this is
sent PRIVATELY to one receiver- the whole group doesn't
know about it). You cannot do the things I recommend
PUBLICLY in any good business forums.

Most of the forums I participate in are moderated. Two of them
I moderate. The types of steps I recommend cannnot be done
publically because they are not of interest to the whole group-
they are only of interest to one person. Therefore, they need to
be done privately. All recommendations I made, said "send
private messages".

> If anyone isn't familiar with
> Business Know-How, or why "one" forum
> might be a suitable example, our
> "one" forum has grown over the years to
> the point where it now consists
> of more than a dozen subforums and
> special interest areas, with a
> total of somewhere between 1500 and 2000
> message boards. (which are like
> newsgroups.) I've been running online
> forums with active bulletin boards
> for 11 years and have done so on
> multiple online services.   ALL of
> them regarded sending mail to
> everyone who posted as spam.

Well, THIS will certainly keep me off boards, if sending
welcomes, help or questions privately is considered taboo.

Nancy Roebke
Execdirector@Profnet.Org        http://www.profnet.org
--
Learn to Network!
Increase income, cut costs, and put an end to cold calling.
Subscribe to our FREE newsletter that teaches you the secrets
of successful networking. mailto:subscribe@just-business.com !


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======================
eMD Marketing HelpDesk
======================

From:               "Roque, Karen R" 
Subject:            E-marketing a Non-profit

Gary

I enjoyed the articles do you have any that appear on e-marketing
for non-profit such as colleges?

I passed this [Issue of the eMD. - Ed.] on to several of my
co-workers.

Karen Roque

+++  Editor's Comment  +++

Hi Karen,

First of all, thanks for passing an issue of the eMD to friends
and co-workers.  There's nothing like the personal recommendation
of someone familiar with the eMD to help grow our circulation.

Second, I don't have anything written specifically for
e-marketing a non-profit, but I would think that most traditional
e-marketing methods would lend themselves well to the task.

Some basics:

1) Develop a website geared towards your target audience.
Include tools/info/resources that will help your audience
accomplish something, or will inform them about your site's
topic.  Make your site useful and easy to navigate.  Build
keywords and key phrases into the site's title, META tags and
page content to allow the search engines to properly index it.

2) Develop a newsletter or e-zine, promoted and offered at your
site, whose topic fits the interests of your target audience.  If
you have no talent for writing there are companies online who
will perform this service for a fee.  Your newsletter will gather
your target audience in one place where you can serve them useful
information with your own message[s] built in as ads for what you
offer.

3) Get involved with other online communities whose participants
fit your target audience profile.  Each time you post an answer,
advice, question, etc to these communities be sure to include an
ad at the end of your posts, called your signature, or .sig file.

4) Develop your signature in a number of ways to test for
responses.  There is an excellent article written by Nick
Nichols, and sent as a post to a past issue of the eMD, titled,
"How To Design a .sig File" that you should read.  It is located
at:

http://www.webbers.com/emark/sigfiles-nick-nichols.html

There are a ton of real-life examples at:

http://www.webbers.com/emark/sigfile.html#sigs

...and, of course, there is a .sig file at the end of nearly
every e-mail you see these days.  There is no dearth of examples
to follow, no matter where you look!

These are only four ideas, all good, all easy to do. There is
some time involved in doing these things, but if you spend the
time you will get results.

I'm sure there are plenty of folks here who have more ideas for
you, of interest to both non-profit and for-profit e-marketing
efforts.  Let's hear from all you e-marketers and help Karen
succeed with her non-profit e-marketing program.

mailto:emd-marketing-help@webbers.com

Your Editor - Gary K. Foote


+++  NEXT POST - SAME TOPIC  +++


From:               Geoff Halstead 
Subject:            Charity marketing help

Greeting from the UK,

Not really commercial, but I am sure the techniques of marketing
can be used. Does anyone have suggestions on how best to approach
'marketing' the charity (non profit) in the States. The word
charity I understand has a different meaning across the pond
compared to the UK.

We would also like input on our web site, design and content and
how it gets information over to the viewer.

We have just got our first US based volunteer so are looking
forward to getting our name more coverage.

Our biggest problem over here in the UK is the rip off telco
costs - we pay 6.5c per minute weekday and 2.6c weekend, with a 5
minute minimum charge! Have a look at our home page for BT's
(British Telecom) latest innovative idea. Absolutely laughable.
The word con comes to mind. The US need not fear any competition
from the UK or even Europe with regard e-Commerce. Won't happen
period. So many ideas - but our Government is blind to the
internet opportunities. Every American should say a prayer of
thanks every day for the day you kicked the Brits off your
shores! I was born here but sure as h.ll don't think like them.
I've said enough already, any more and I would be liable to
defamation of a countries character.

Sorry for the rant, but after spending so many years in Africa
and now back in the UK, all I see is a country missing out on the
biggest opportunity this and the next couple of decades has ever
produced :-|| :'''-( I still don't feel better after that rant
:-V Am I disillusioned with the UK? You bet.

Any suggestions and help on marketing the charity will be
acknowledged on our site and if it's really useful we will do a
thank you press release.

Once again sorry about the rant, but you have to be here to
appreciate how it really is.

Thanks all for your time.

Geoff Halstead - Trustee

Charity for African Education, Diss, Norfolk, England
Tel: UK(01379)651-652, mailto:african.edu@ukonline.co.uk
http://web.ukonline.co.uk/african.edu
Buy'nDonate & eDonate via our site - Donations welcome, cash or
check any currency Web site design and content suggestions please
If you would like to receive our InfoPack put 'Info' in subject.


+++  Editor's Comment  +++


Hi Geoff,

Thanks for you post, and, regarding UK Telco costs and how they
negatively impact the UK's citizen's ability to utilize the net
and get involved in e-commerce - Don't hold back, Geoff...  tell
us how you *really* feel.  

As for marketing your charity, you can and should use the methods
I sketched out in response to the above post.  I hope there will
be some readers offering their own advice on this topic as well.
I will publish responses in the next issue of the eMD.

mailto:emd-marketing-help@webbers.com

I did take a brief look at your site, which, being mostly text
should do well with the search engines...  except that you have
so much code ahead of your actual page content that the search
engines will never reach the content for proper indexing.  Most
search engines go no more than 200 characters deep looking for
text page content, so a bunch of code in the page header, whether
the code be format calls as you have, javascript, or otherwise,
will lower your SE positioning.

I prefer to format line by line, but I write HTML manually.  Most
software adds so much 'stuff' to the beginning of an HTML page
that it becomes necessary to manually clean up the excess, before
submitting to search engines, for best result.

Your Editor - Gary K. Foote

Need help with your online marketing efforts?  Looking
for a particular resource that seems to be eluding you?
Need an answer to an online marketing question?  Let
the eMD Marketing HelpDesk help you find the answers
you need.  Here's the request address...  ask away!;

mailto:emd-marketing-help@webbers.com


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* Help us build our circulation!  Please pass this issue of the
  eMD on to everyone you know who might benefit from our content.
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============================
The eMD Weekly Member's Poll
============================

"Which of the following methods of
marketing/advertising do you use?"

With 319 Current Votes [11:29 EST July 6, 1999] responses are;

       Search Engine Positioning (84)           26%
       Paid Banner Ads (36)                     11%
       Free Banner Ads (37)                     12%
       Reciprocal Links (50)                    16%
       One-way Strategic Links (27)             08%
       Newsletter/E-zine Ads (45)               14%
       E-mail Discussion List Postings (40)     13%

To participate in the eMD Member's Poll and to keep current on
results go to;

http://www.webbers.com/emark/

================
HOW'RE WE DOING?
================

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style?  Don't like our style?  Take issue with something we've
published?  Have an issue you want to sound off on?  Well, here's
your chance.  Talk to us!

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+  Internet marketing
+  Online image building
+  Audience targeting
+  Effective copy writing
+  Ethical [non SPAM] e-mail marketing
+  Newsgroup marketing
+  World wide web design
+  Web marketing
+  Web sales
+  Media buying
+  Banner advertising
+  Newsletter/e-zine advertising
+  Writing effective press releases
+  Reseller programs
+  Industry news & trends
+  Member resources needed
+  eMD Resources

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