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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

    Discussing & Defining Internet Marketing. Since May, 1997
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    Edited by Gary K. Foote & C.J. Foote
    Library of Congress ISSN 1522-6913
    Volume #2,Issue #343
    Monday, August 14, 2000

    Current Membership Count: 2494


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-----------------------  In This Issue  -------------------------

   - Editor's Ramble
        by Gary K. Foote

   - E-mail Marketing [Ongoing discussion]
        by Susan Hogan
        by Barbara R. Hume
        by Shannon Kinnard
        by Denise Turney

   - How do you market your site?
        eMD Marketing Poll

   - eMD Member to Member HelpDesk

        Marketing to Direct E-mail Marketers
        by Christy Razwick

        Do Banner Ads Drive Web Traffic?
        by Lars Boye Nielsen

   - New Member Comments & Questions

        Marketing a Local Portal
        by Fabiola Benavente

        Going Global
        by Nancy Stumbaugh

        Offline Internet Marketing
        by Rob Oneill

        Porcelain Painting Books
        by Barbara Ramsey-Sno

   - New Member Locations

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*** Editor's Ramble
    by Gary K. Foote, Editor

Hi Everyone,

This week's issue carry some lively discussion on e-mail
marketing - all of interest to everyone here.  Don't skip a
single post, and don't forget to respond either!

Also, the eMD Member to Member Helpdesk has some requests for
help.  There have been some members who have asked why I choose
to leave out the email addresses of posts to the eMD, and to the
Helpdesk in particular.  We remove all email addresses from posts
from our members because there are people who use software to
harvest email addresses from websites.  We have adopted this
policy to keep the eMD from being a source of revenue for address
harvesters.

What I do as Editor, is to forward all responses directly to the
Member who asked for help.  This does two things.

        1) It allows the Member in need to receive help as soon
        as possible instead of waiting for the next issue.

        2) It keeps the continuity of information in the eMD
        'pure' by forcing replies to go through this publication.
        Imagine the impression we would make on you if all you
        saw here were questions and no answers?

As always, please patronise this issue's sponsor, "Webbers
Communications Domain Hosting", as it is our advertisers who keep
the eMD a free resource for our Membership. 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

Finally, please forward this issue of the eMD on to your friends
and business associates to help us build Membership and improve
our community.

Now let's get marketing...

GKF, Ed.

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Respond to this post: mailto:emd-post@webbers.com
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***  E-mail Marketing


by Susan Hogan

As a marketer, I'd really like to agree with the AOL definition.
Rationale: How else can one get the word out about a new
company/product/service without advertising, direct mail, etc.
This is just direct mail, afterall. It's just not snail mail. We
all get junk mail in our mail boxes. And we chuck it without a
second glance. So what's the difference? (ONE big difference for
marketers is that, unlike traditional means, it's nearly
impossible to purchase targeted e-mailing lists--especially B-to-
B. Something that this marketer finds frustrating. If you don't
already have a sizeable database of e-mailable propsects, you're
sunk.)

Unfortunately, as a consumer it doesn't matter whether I agree
with AOL's definition. It doesn't matter whether we're talking
snail or email. I just don't want junk mail. Period. I don't want
it at home or work. I don't want it passed on by a "friend." And
I have received one or two "hot" (in the negative sense)
responses from clients who didn't appreciate my sending them an
email--even though I really thought it was pertinent for them.

So I'm a very concerned marketer, hoping to find the perfect
lists, hoping the rest of my current customers think my html's
are smart and helpful and creative. OR, that they click that "do
not send" button without being in a highly peeved state.

I tread very lightly when emailing. And I think we all should.

Susan Hogan

P.S. What were the details of the YesMail suit? What had been
mailed?

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[Editor's Response]

Thanks for your post, Susan.

The details of the YesMail suit are really unknown to me, other
than that YesMail is in the business of selling targeted opt-in
email lists for profit and being publicly labelled a SPAMmer by a
self-proclaimed 'watchdog' web-based organization impinged
negatively on their operations.

GKF - Ed.




-----  NEXT POST - SAME TOPIC  -----


by Barbara R. Hume


> 1) America Online says, "if a marketer provides a legitimate
> return address and an option to reject solicitations, they
> will be left alone."   This means that AOL will not ban you
> from sending to their customers as long as you properly
> identify yourself and provide remove instructions that really
> work.

I certainly do NOT agree with AOL's definition of spam.  I have
chosen to get off of AOL and go with another provider mainly
because 75% of my e-mail on AOL consists of messages from people
who want my money.  I did not request their information, and I do
not want to spend valuable time following these people's remove
instructions.  I should never have gotten those annoying,
intrusive messages in the first place!  I have e-mail because I
want to communicate in a fast, simple way with my constituents,
not because I want to be subjected to the electronic version of
junk mail. The word "unsolicited" is the key.  If I have not
asked you for your marketing pitch, I don't want to find it in my
mailbox.

This is the opinion of everyone with whom I have spoken on this
issue.  I have not heard anyone say, "I don't mind going through
and deleting 50 unwanted messages every time I bring up my e-
mail" or "I don't have that much to do, so I enjoy reading
electronic brochures for products and services I have no interest
in."

Because I resent being innundated with unsolicited commercial e-
mails, I don't send them to my clients or potential clients,
either.  I think that an "opt-in" choice is much more agreeable
to the buying public than the necessity of having to "opt out" of
a vast number of unwanted marketing lists.

Barbara R. Hume
TechVoice, Inc.
Provo, UT

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Respond to this post: mailto:emd-post@webbers.com
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-----  NEXT POST - SAME TOPIC -----


by Shannon Kinnard

Gary,

The spam issue is certainly fascinating. What I've tried to do is
make spam a non-issue. Even though my book is titled, "Marketing
With Email," it's more accurate to say "Building Customer
Relationships With Email." What I've learned in the course of
interviewing experts for the book and practicing email marketing
myself is that it's about building relationships. It's not about
marketing. (Of course I admit that  sales are a wonderful side
benefit and they are, obviously, the real goal of email
marketing). Still, the key is building relationships.

So you, Gary, as the host of EMD, are building relationships with
your subscribers. You might not be selling your services to every
subscriber that you send this free email newsletter to, but you
are certainly a familiar and trusted name to each of us. So when
one of us needs your services, we come to you not your
competitors. You've built this relationship with us via email.
(The same is true for any email marketer that offers a quality
email information product with no strings attached.) It's not
true for spammers and even for legitimate opt-in lists that
forget to focus on the customer and instead focus on the sale.

I've done this with the list that I host for roughly 2,000
subscribers. I don't think it's a coincidence that my book sold
2,000 copies right off the bat. As soon as it was available, I
mentioned it on my discussion list and boom! it sold a strangely
familiar number of copies, just like that.

I hope this is helpful.

Sincerely,
Shannon Kinnard, president
Idea Station

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Respond to this post: mailto:emd-post@webbers.com
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-----  NEXT POST - SAME TOPIC  -----


by Denise Turney

To me spam is email that makes me feel as though I have been
tricked. Unwanted email that is straightforward and honest does
not bother me. Reading, "You are receiving this email because you
visited our site" or "Someone gave us your name and email
address" (makes me think of the stories in the tabloids that say
"This is the truth and nothing but the truth told to us by.....
but, of course we can't tell you WHO told us  all these dirty
secrets about you) but every word of it is true!"  It's like  a
trick.

Let me see "This is NOT Spam.  According to law........ yada yada
yada.... To be removed, send email to" -- and I hit the delete
key immediately.

I'd be curious to know the difference in consumer response rates
between receiving unrequested sales pitches online versus
receiving unrequested sales pitches offline.

When I receive unrequested brochures offline, I generally take
the time to look through them.  If the brochure is strong, I can
carry it to work and show it to co-workers.  I've seen one
brochure make its way around to 20-30 folks because someone liked
it and decided to bring it in to work.  From that standpoint, I
think offline sales pitches have a longer life-cycle.

Last, to cut down on the harsh fall-out that can accompany
unrequested sales pitches (on or offline), I strongly recommended
targeting pitches to the right folks.  If folks sense that the
email just went to 10,000 email addresses, they won't take kindly
to it.  It can make a consumer feel as though a company doesn't
even care enough about them to get to know  the smallest things
about them -- that a company just wants their money and that's
it.


Denise Turney

*****^^^******^^^******^^^******^^^*****^^^******^^^******^^^****
Author of "Portia" and "Love Has Many Faces"
Multicultural fiction that
entertains and strengthens readers
http://www.chistell.com
Books!  Poems!  Reviews!  News!  More!
If you love books - sign up to receive my FREE newsletter!
*****^^^******^^^******^^^******^^^*****^^^******^^^******^^^****

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*** How do you market your site?
    eMD Marketing Poll

Banners                         (99)        15%
Opt in E-mail                   (91)        14%
Reciprocal links                (73)        11%
One-way links                   (45)        07%
Newsletter/e-zine ads           (64)        10%
Search engine positioning      (138)        21%
Offline ads                     (82)        13%
Other                           (55)        09%

Total Votes:                    647


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

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


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*** eMD Member to Member HelpDesk


Marketing to Direct E-mail Marketers
by Christy Razwick

Hello,

I received an email today about the direct email marketing
market. I have some questions I have been trying to answer
regarding direct email marketing and was hoping you could help.
The questions are as follows.

Thank you.

1.  What industries are currently and expected to be the greatest
users of direct email marketing?

2. What is the growth of direct email marketing expected to be?
What is the current market like?

Warmest regards
Christy Razwick
mediaring.com
Human Resources Coordinator
99 W Tasman Dr Suite 280
San Jose, CA 95134
(408) 383-9222 Ext 135
(408) 383-9223 Fax
christy-r@mediaring.com


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-----  NEXT POST  -----


Do Banner Ads Drive Web Traffic?
by Lars Boye Nielsen

Hi there,

I would like to know the real value of banner advertising. Does
it really increase the traffic to my website?

Lars B. Nielsen
Visual Production

www.visual-production.net


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***  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 Member to Member
HelpDesk help you find the answers you need.  Here's the request
address...  ask away.
mailto:emd-marketing-help@webbers.com




***  New Member Comments & Questions


Marketing a Local Portal
by Fabiola Benavente

I am working for a new local portal site www.mibanqueta.com and I
am in charged of the marketing for this project.. Any suggestions
or articles related are very well come.. Thanks a lot.. I am just
a student of International Marketing in Monterrey Mexico and I am
working really hard for this site..!

Fabiola Benavente .


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-----  NEXT POST  -----


Going Global
by Nancy Stumbaugh

Greetings.  Yes, I have questions.  What is the best way to get
people to the web site at low, or free cost?  It might be nice if
you took a look at http://www.peacefulpeeks.com to get an idea.

I have had many requests for catalogs of products, and we are
Designs only.We cannot figure out how to proceed and continue
being inspired.  We have not run into our Angel yet.

How do we stay the Artists and stay out of the manufacturing
business.I have gone to every tip and followed every lead and
yet,something stops.  The Art began in 1978 in our Sandwich and
Taco Shoppe.  It is a "Gift" and we cannot figure out how to get
it Global on so much to brighten up others lives.

We are growing weary.Can you help????

Nancy{stum}


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-----  NEXT POST  -----


Offline Internet Marketing
by Rob Oneill

How to market site to general public via methods other than the
internet.


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-----  NEXT POST  -----


Porcelain Painting Books
by Barbara Ramsey-Snow

Where do I market Books related to porcelain painting?


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***  New Member Locations


Canada                  1
China                   1
Denmark                 1
England                 1
Finland                 1
Germany                 1
India                   1
Italy                   2
Korea                   1
Mexico                  1
Netherlands             1
Romania                 1
Russia                  1
Scotland                1
Singapore               1
Sweden                  1
Tiawan                  1
United Kingdom          3
United States          19



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