If internet marketing, online marketing or e-marketing have you confused then you've come to the right place to learn exactly how to go about successful online marketing... The eMarketing Digest.
The Latest Issue of the eMD
----------------------------------------------------------------- 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 Discussing & Defining Internet Marketing. Since May, 1997 ----------------------------------------------------------------- Edited by Gary K. Foote & C.J. Foote ISSN 1522-6913 Volume #2,Issue #336 Tuesday, April 4, 2000 ---------------------- Sponsor Message -------------------------- DO YOU PUBLISH A NEWSLETTER? DO YOU MANAGE A WEBSITE? If you answered yes to either of the above then you need to subscribe to the NEW-CONTENT announcement list, offering you a weekly listing of free content available for you to publish to your audience - absolutely free of charge! Get FREE NEW-CONTENT NOW! http://www.webbers.com/newcontent ----------------------------------------------------------------- eMD Weekly Advertiser Info: mailto:firstname.lastname@example.org *** Editor's Ramble by Gary K. Foote, Editor Hi Everyone, This week's issue covers a lot of good ground so I'll not add to the bandwidth by writing a lengthy introduction. I'll only ask you to please take the time to visit this issue's sponsor, "NEW- CONTENT" and "Retire Quickly", 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 Oh, and finally, please forward this issue of the eMD on to two friends or business associates and help us build our circulation. Now let's get marketing... GKF, Ed. ----------------------- In This Issue ------------------------- - Web Design & Marketing, Part VIII Autoresponders by Gary K. Foote - How do you market your site? eMD Marketing Poll - eMD HelpDesk Re: Personalizing Opt-In Email Messages by William Bontrager Asian Designers and Copyrighters by Magdalene Chan Re: Too Much Info by Barb Sybal Suggestions by Partha Pratim Banerjee Re: Autoresponders by Shannon Kinnard eBranding and eMarketing by deen - NEW-CONTENT Announcement List by Gary K. Foote - New Member Comments - New Member Locations ----------------------------------------------------------------- *** Web Design & Marketing, Part VIII Autoresponders by Gary K. Foote What is an autoresponder? An autoresponder is a system that delivers pre-prepared responses to email requests it receives. It delivers these messages based on criteria that you can set up on your own computer [a local autoresponder system] or you can use an autoresponder hosting service [non-local autoresponder systems] to manage your responses and delivery criteria. Imagine, if you will, the power of a system that responds to your incoming emails, using responses that you write in advance. Its like having an electronic secretary answering your most frequent phone call questions - one that works 24 hours a day. Not only does each response give the requestor the information they want quickly and easily, but each email autoresponse also offers you, the sender, the opportunity to make your sales pitch to the recipient. What could you put in an autoresponder? Well, the list is pretty much limited only by your imagination. Here are a few examples: Articles you've written Your product line with prices and descriptions E-zine or newsletter issues Lists of useful links to other online info Recipies Frequently Asked Questions I use an email program called Pegasus, a powerful program that allows me to not only manage my own autoresponders, but to also manage my own mailinglists - including the distribution list for this publication. Plus, I can use both a webpage form and direct email to generate the same autoresponses. The program is available for free download from: http://www.pegasus.usa.com I'll be updating my own autoresponder that tells how to use Pegasus to manage autoresponders and will publish the email address where it can be retrieved in the next issue of the eMD. The other method of managing autoresponders is to use an online autoresponder hosting service. GetResponse.com http://www.getresponse.com/ FastFacts.net [Offers followup autoresponders too] http://www.fastfacts.net/ MyReply.com http://www.myreply.com/ SmartBot.net http://www.smartbotpro.net/newsite2/index.html More next week on autoresponders... GKF - Ed., *** How do you market your site? eMD Marketing Poll To participate in the eMD Member's Poll and to keep current on results go to; http://www.webbers.com/emark/ ---------------------- Sponsor Message -------------------------- DO YOU WRITE ORIGINAL CONTENT? DO YOU WANT MORE EXPOSURE? If you answered yes to the above then you need to submit your original content to the NEW-CONTENT announcement list, subscribed to by hundreds of online publishers looking for fresh NEW-CONTENT for their publications. Every week's issue carries a list of NEW- CONTENT submitted to our site for inclusion in our announcement list and on our website of FREE NEW-CONTENT. Get your articles published widely right now! http://www.webbers.com/newcontent ----------------------------------------------------------------- *** eMD Marketing HelpDesk Re: Personalizing Opt-In Email Messages Hi Everyone, In our last issue Kelli Groff has some questions about Personalizing Opt-In Email Messages. In my reply I mentioned that I would ask William Bontrager, publisher of Willmaster Possibilities - a personalized email publication - for an 'inside look' at how he manages the process. He was kind enough to respond in depth about the software he developed and uses to accomplish his publishing personalization. Here is his response. Thanks William: Hi, Although there are many list servers available, Gary, I distribute WillMaster Possibilities with my own software. The list server is a fun personal project that may or may not ever be completed -- because I keep thinking of more stuff to add to it. My plans are to make it into the ultimate ezine personalization tool. Currently, the personalization consists of: (1) Subscribers can turn their personalization on and off via a web page form. (2) Subscribers can change the "name" that is used to personalize their copies. (3) I can tell the list server to insert specific text (with or without the personalized "name") when the subscriber has elected to receive personalized copies. (4) And I can tell it to insert different text when the subscriber has elected to *not* receive personalized copies. (5) The personalization can be accomplished anywhere within the email, headers and body. My current feature list that I want to add to the list server as I get time: (1) Customizing clickable links and email addresses depending on the software the subscriber uses to read WillMaster Possibilities. For example, AOL demands clickable links be in a format that is somewhat unsightly in many other email reading programs. And there are other slight differences among email reading programs that can be addressed. The subscriber will, of course, be able to modify their settings via a web page form. (2) The ability to insert blocks of text depending on how long the subscriber has been with us. This will allow me to present certain texts to new subscribers that would be old news to others. Although I often make free or heavily discounted downloads available to subscribers when I release new software, this system will allow me to make the offers extra special to my most loyal subscribers. (3) The ability to have my subscribers determine the day of the week they receive WillMaster Possibilities. It is published on Tuesdays, but that may be an inconvenient day for some, in which case they could specify Wednesday or later delivery. (4) Something I'm thinking about is to customize content according to subscriber interest. That list will be added to, I'm sure :) By the way, Gary, subscribers may carry the current WillMaster Possibilities article on their sites. The page with the article is automatically updated every week. Thank you for this opportunity. Sincerely, William Bontrager Publisher WillMaster Possibilities http://willmaster.com/possibilities/ email@example.com --- next post --- Asian Designers and Copyrighters by Magdalene Chan Dear editor, I am a Marketing Director in a Hong Kong organization. My role has recently expanded to provide web marketing consulting services to our customers. The common problem with my customers facing is, there is no experienced web copywriters and website designers in the market (other Asian countries as well). The quality is really not acceptable. Are there any possibilities that we can find good copywriters and designers in the States to work with us. How can I get the source and of course budget is a concern. Thanks & best regards, Magdalene Chan Editor's Response, Hi Magdalene, To my mind one of the best things about the internet is its ability to offer anyone, anywhere, the opportunity to make contact with, and partner with companies they may never have had the chance to do business with were the 'net not in existence today. However, you raise a good concern - first finding, then gauging the experience and reliability of companies you are considering hiring or recommending to your own clients, or even to do your own web design work. First you must find companies to consider. Since search engines return literally hundreds of thousands of returns to the keyphrase 'website designers' and other related phrases, it imight be better to look elsewhere for possible designers. You might try: http://jobs.webdeveloper.com/ Once there subscribe to "The Free Webdevelopers.internet.com Weekly Newsletter", geared toward connecting web designers with those seeking designers. Regardless of how you find your list of possible designers your first issue is 'Which is the best, most reliable, easiest to work with, etc. I always look at the 'visibility and longevity' of companies I'm considering, thinking that a company with a higher profile and longer life is more likely to 'be there when I need them with the right thing in their hands' than other, shorter- lived companies with lower profiles. Look closely at their portfolios and take the time to communicate with those sites referenced there. Talk to your prospects on the phone to gauge their ability to understand your needs and willingness to bring new ideas to your project. These are just a few ideas. I'm sure that with a little research you will find other places where website designers gather in groups. GKF - Ed. --- next post --- Re: Too Much Info by Barb Sybal > Mark Crisp > have the perfect item to sell over the Internet and/or through > e-mail ( educational manual on trading shares) but I'll be > truthful, I don't know where to begin. There seems so much > information on "How to Set up a Site that Sells" etc. Mark, My first question to you is do you really know who your audience is? Gary gives you some sound advice, with the exception of partnering with online trading houses. A few of my clients include online trading brokerages, and I was surprised to learn that the people who are using them are "power users": people that are comfortable with technology, the internet and know the market (or have a great understanding of it -- they had a broker in a past life and are now speculating on their own). It sounds to me as though your manual is aimed at people who are interested (the curiosity factor), but may never have played the market before. These wannabes could be anyone: your sister, brother, aunt, neighbour, etc., so I personally think you have a long haul in finding them and attracting them to your site because there is no real definition of who your target audience actually is. My recommendation is to spend some more time in market research before you embark on a web presence. Barb Barbara Sybal, Gf/X Inc. ~ Get More Customers through Postcard Marketing at http://www.gfxinc.com. Where buying a new customer has never cost so little! --- next post --- *** Suggestions by Partha Pratim Banerjee Dear Sir, I am planning to open a e-shop for consumer electronics, I need to know the following - 1.. What are the basic design essentialities of such a site 2.. What could be the ideal e-marketing practice 3.. Some ideas regarding campaign management 4.. What could be different ways of increase traffic 5.. What could be the essential tools for such a site Thanking you for maintaining such a good site. Regards, Partha Pratim Banerjee Editor's Response Hi Partha, Your questions go to the heart of almost every facet of online marketing and website design - much more than can be answered here in a single response. What I will do is include your questions, with appropriate discussions, in my ongoing series being published here, titled, "Web Design & Marketing". GKF - Ed. *** Re: Autoresponders by Shannon Kinnard GKF wrote "I requested your autoresponder and it is darned comprehensive. Good stuff...Got any more autoresponders up your sleeve?" As a matter of fact, I do! Here goes: In addition to the email distribution software vendors list available at firstname.lastname@example.org... + For a list of questions that you should ask your vendor, send a blank email to email@example.com. + If you're interested in becoming an Idea Station client, get more info about our pricing and how we work by sending an email to firstname.lastname@example.org. + For an article about writing red hot content for your email newsletter, send an email to email@example.com. If you're interested, I can send a few more. I have a bunch out there, I just don't want to be obnoxious and list them all! Shannon ........................................... Shannon Kinnard, firstname.lastname@example.org Author of "Marketing With E-Mail" President, Idea Station, 404-527-3612 Online Publishers Discussion List: send a blank email to email@example.com with the word 'subscribe' in the message body ........................................... Editor's Response, Thanks Shannon, Being informatively obnoxious works every time, eh? GKF - Ed. --- next post --- eBranding and eMarketing by deen G'day, I subscribed your eMarketing Digest a month ago, and I would say it is very useful. I need some guidance in eMarketing. I dont come from marketing background but was given a task to lead a Marketing and Branding effort for a soon-to-launch website. My questions are more towards basic things about eMarketing: a) What are the differences between Branding and Marketing? Is there any borderline that separate these two, especially in the dotcom environment? b) The dot com company that I am working with would like to have traditional advertising agency to do the marketing. I have contacted few of them and they claimed that they do eMarketing as well (in addtion to the traditional way), although they failed to show me the credentials. Due to this reason,I am skeptical about their ability. Does any eMD members have any thought on how the advertising agency can assist the dotcom company? c) Besides looking into the traditional way, I have made an effort talking to another dotcom company i.e DoubleClick and also attend a presentation by Prime Response (with regards to their software for eCRM). However, these two, from my understanding, are more towards marketing rather than branding. Any thought on how I should brand my website? Thanks a lot. I hope my questions are clear enough for others to understand and hopefully to response as well. deen Kuala Lumpur, Malaysia Editor's Rsponse, Hi deen, Branding is a part of marketing. Marketing covers almost all 'intangible' aspects of selling, like branding, market positioning, market analysis, ad creation, media buying, etc. Branding means making your name or logo the identifier most associated with a product. A good example here in the US is the 'Golden Arches' of McDonalds. All you have to see is those twin arches to make you think about the McDonalds fast food chain. An example of a dotcom failure to brand - at least in my opinion - is the ameritrade.com campaign that began very strongly featuring a memorable character named "Stuart" - an off-beat 'online genius' who was shown in only two commercials before being replaced by a long list of forgettable people in just-as- forgettable situations. My point here is that the company in question seems to not only have missed an opportunity to strongly brand their dotcom, but to even possibly create a 'commercial icon' just as memorable as those golden arches we all know so well. Regarding advertising agencies and their ability to work for you effectively online as well as offline, their portfolio and your ability to talk to successful past customers are your best indicators of their abilities. An ad agency/web designer can be an asset or can be a liability, depending on how well rounded their knowledge base really is. Longevity online relates directly to knowledge of how the online environment works. Hope this helps, GKF - Ed. *** 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:firstname.lastname@example.org *** NEW-CONTENT Announcement List by Gary K. Foote Hi Everyone, As an online publisher of many years I receive dozens of article submissions each day. I'm sure many of you do too. I've recently started asking those who submit articles to me to go to a website I've created that not only gives authors a central location to place their work in front of online publishers who might be interested in reprinting it, but gives publishers a place to find FRESH NEW-CONTENT for inclusion in their publications. Then there is The NEW-CONTENT announcement list, a companion publication to the NEW-CONTENT website. This is a weekly announcement list where newsletter publishers can read a short [2-3 sentence] synopsis of available articles recently submitted to the website, and get instructions for retrieving those he/she would like to publish. Right now I am building the website database of content at the same time I'm building a subscriber list of publishers interested in receiving the weekly NEW-CONTENT announcement list. I hope all your readers will consider submitting content onsite and subscribing to the NEW-CONTENT announcement list. Regular weekly publication of the NEW-CONTENT announcement list will begin this coming Friday, April 7, 2000. The NEW-CONTENT website: http://www.webbers.com/newcontent Submit Your Articles: http://www.webbers.com/newcontent/submit-content.html Subscribe to the NEW-CONTENT list: http://www.webbers.com/newcontent/subscriptions.html Or you can subscribe by email: mailto:email@example.com Best Regards, GKF - Ed. *** New Member Locations International United States ------------- ------------- Frankfurt, Germany Washington United Arab Emirates Maryland British Columbia, Canada Texas Singapore Bucks, England Slaskie, Poland Guatemala City, Guatemala Sindh, Pakistan *** Send us Feedback Let us know how we're doing with the eMD. Like our 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! mailto:firstname.lastname@example.org *** The eMD Member's Links Directory, a Member's Resource page to which you can add your own listings. Use it to find other eMD members wth whom you can do business. Let's pull together as a community and generate some business for each other every day. List your business right now... http://www.homepagetools.com/links/users/emdmemberlinkspage.html *** Classifieds New Automated Home Business For people who do not like to sell. mailto: RetireQuikly2938@aol.com http://www.retirequickly.com/2938 YOUR LOCAL WEATHER on your own webpage! Its FREE and EZ! Get the applets by autoresponder: mailto:email@example.com See your many choices on our demo page: http://www.weatherbyemail.com/addtoyoursite.html YOUR CLASSIFIED AD could appear here for less than 4 pennies per impression! Retrieve complete eMD Classified advertising info by e-mail use the following autoresponder link; mailto:firstname.lastname@example.org *** Administrivia and Subscription Management Info: To Post to The eMD Weekly: mailto:email@example.com Feedback: mailto:firstname.lastname@example.org eMD Marketing HelpDesk: mailto:email@example.com eMD Weekly Advertiser Info: mailto:firstname.lastname@example.org eMD Weekly Website: http://www.webbers.com/emark Subscribe to eMD Weekly: mailto:email@example.com Unsubscribe eMD Weekly: mailto:firstname.lastname@example.org Editor's Private E-mail: mailto:email@example.com The eMarketing Digest is published by Webbers Communications P.O. Box 3214, N. Conway, NH 03860 mailto:firstname.lastname@example.org Phone/FAX: 603.447.1024 http://www.webbers.com Please feel free to forward this digest in its entirety. Copyright 2000, Webbers Communications. All rights reserved. end