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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
603-392-0090

The Latest Issue of the eMD

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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 #349
    Monday, October 16, 2000

    Current Membership Count: 2630


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

   - Editor's Ramble
        by Gary K. Foote

   - eMail Marketing: Ethics and Methods, Part III
        Building and Managing Your Own eMail Community
        by Gary K. Foote

   - How do you market your site?
        eMD Marketing Poll

   - eMD Member to Member HelpDesk

        Is E-mail Marketing Dead?
        George Matyjewicz

        RE: Web Design
        by Rob Yarlett

   - New Member Comments & Questions

        Two Questions
        Paul Pazienza

        Intro
        Susan Davidson

        B2B & the Web
        Fabio Nardella

        What are the Real Opportunities?
        Dennis Jones

        Intrigued by the Power of the Net
        Brian Franklin

        Purchased Lists?
        by Susan Stanley

        New Member Intro
        by Mark Jedicke

        New Member Intro
        by Rob Yarlett

        Europe and eMarketing
        by B.Vuijk

   - New Member Locations

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

Hi Everyone,

A few weeks back one of our members, Hyung Lim, approached me
about his marketing survey [Part of his dissertation] and the
possibility of my asking all you other eMD members to take part.
Normally I don't do these things, but because the survey will be
open to response by a much wider audience than just our little
community, and because the information will be made available to
all eMD members in both its raw form and its derived statistical
form, as prepared for the dissertation and posted to the eMD
website, its value could be considerable.

So, please take part in this survey, titled, "Company Internet
Strategy Survey".  It is comprised of 44 mostly multiple-choice
questions and should only take about 3 minutes to complete.

You can find the survey at:
http://www.webbers.com/emark/internet-strategy-survey.html

As always, please take the time to visit this issue's sponsor, "
", 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

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

Now let's get marketing...

GKF, Ed.


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***  eMail Marketing: Ethics and Methods, Part III
     by Gary K. Foote

Building and Managing Your Own eMail Community Publication

There are two main skill groups necessary to successfully
managing an email community publication:
1)  Technical skills
2)  People skills

First lets look at the technical skills required.  The things
that must be managed are:

+ Subscriptions - your list of email addresses must be kept up to
date and free of recipients who have not opted-in.
+ Layout - Not only the look of your publication is important,
but the tools you use to assemble it make a difference too.
+ Content creation/acquisition - To create or to acquire content?
One?  The other?  Both?
+ Distribution - you need a simple method for distributing your
publication.

There are two ways of approaching the technical end of managing
an email community:

1.  You can choose to host your community locally, meaning that
you use software that resides on your own computer to manage the
ongoing details of your community.

2.  You can choose a list hosting service to manage the technical
aspects of subscription and distribution management.  You will
still have to manage layout and content creation and acquisition
yourself.

If you choose to manage your email community publication from
your own computer, without outside services providing support,
you will need to address all of the technical requirements.
Let's look at them one at a time:

Subscription management.

Most email software offers the capability of setting up filters,
which allow you to make specified events happen when certain
criteria are met within an incoming email.  For example, with the
eMarketing Digest I have a two-tier filter in place that requires
subscribers to follow-up on their initial subscription address to
confirm that they really want to subscribe.  New addresses are
not added to our subscriber's list unless we receive this
confirmation.

How does it work?  Simple.  I have written two documents for
eMarketing Digest subscribers - an initial contact response and a
formal Welcome message.  When someone sends an email to emd-
subscribe@webbers.com [the first tier subscription address for
the eMD] they receive an automated email response that tells them
how to confirm their subscription, as well as telling them that
if they do not wish to subscribe they need do nothing - they will
not be added to our list until we receive a confirmation.  How
does a new subscriber send this confirmation?  We provide a
second-tier address, emd-subscribe-yes@webbers.com.  When we
receive an email to this address our filters cause the software
to do three things automatically:

1.  Add the address in the From: field of the email to the list
of eMarketing Digest subscriber addresses.
2.  Send a welcome message and a copy of the current issue to the
subscribed address.
3.  Copy the subscription confirmation to a folder in case there
is a future dispute over whether or not the subscription was
requested by the subscribee or by another person.

This process assures that only those addresses whose owners
really want to subscribe will be added to our membership list.
It makes it impossible for someone to sign up email addresses
other than their own because the second email - the one that
actually triggers the subscription - must be sent from the
address that will be subscribed.

It doesn't matter whether the initial email to our software comes
from one of our website subscription forms, pre-addressed to emd-
subscribe@webbers.com, or from an email sent directly from a
subscriber's own email software, because the filter that sends
the initial automatic email response is based on the destination
email address, emd-subscribe@webbers.com.

I can't emphasize this one fact enough.  Opt-in is the main
byword when it comes to building your list of subscribers.   Each
and every subscriber added to your list of addresses MUST have
requested their subscription themselves.  If you don't confirm
this by using technology you are not building a true opt-in email
community publication.

Of course, there is also the flip side of Opt-in to be managed -
Opt-out, or:

Unsubscribes:

Just as you set up filters for subscribes based on addresses you
can do the same for unsubscribes.  The eMarketing Digest
unsubscribe address is emd-unsubscribe@webbers.com.  It is
featured prominently in each issue of the eMD that is published.
Any email sent to that address triggers the following series of
events:

1.  The sending address is removed from our list of suubscribers.
2.  The sending address is sent a 'Goodbye' message, created in
advance and sent automatically by this filter.
3.  A copy of the unsubscribe request is filed in a folder called
Unsubscribes in case it must ever be referenced in the future.

If you use a list hosting service to manage your email community
publication there will already be a method for managinging
subscriptions in place - including confirming new subscriptions -
so the above will be mostly automatic once you put your 'Welcome'
and 'Goodbye' messages in place using the provided administration
area.

Though using a dedicated email program like Pegasus or MS Outlook
is effective for managing small to medium list subscriptions and
distributions, they can't begin to compare to the features
packaged with most of the software specifically designed for the
purpose of email marketing.  A recent advertiser in this
publication, Broadc@at HTML, offers a good package of features
that are typical of the industry:

    + HTML Mail Capability:  This one allows tyou to send HTML
    emails as well as regular text emails.

    + Send Scheduling:  You can choose to send in small packets
    rather than sending to your total list at one time.  This
    will reduce load on your server.

    + Back-Up Management:  Nothing worse than losing data is
    there?

    + Market Analyzer: Post-campaign analysis.

    + POP Mail Import: Builds a mailing list directly from
    incoming messages on the userís POP server.

    + Returned Mail Manager:  Time saver that removes bad
    addresses automatically.

    + Subscription Manager:  Essential tool.

    + Email Merge:  Personalize your outgoing emails from your
    list-contact database.

    + List Management:  List filtration, cleaning and merging.

    + Resume Function:  Saves sending duplicates if your server
    connection goes down during your send.

    + Versatile File Import: Self explanatory.

    + Drag-and-Drop Creation: Makes building your publication
    easy.

    + Message Editor: Essential tool.

    + Greeting Manager: Personalization tool.

    + File Attachment: Can be useful.

Other players in the email campaign management software field can
be found in a great list at:

    EverythingEmail:
    http://everythingemail.net/email_software.html

List Hosting Services:

    + Topica
    http://www.topica.com

    + eGroups.com
    http://www.egroups.com

    + Coollist
    http://www.coollist.com

    + SparkLIST [for pay]
    http://www.sparklist.com/

Other Resources:

    Opt-in News: The Opt-in Industry Trade Publication
    http://www.optinnews.com

    List Universe:  The Email List Owner and Ezine Publisher
    Resource Network
    http://www.listuniverse.com

    Talk List
    http://www.talklist.com/

Now, having read all the above, if you find yourself thinking,
"That sounds like more work than I am able to devote to email
marketing", hang in there.  Next issue I will cover how to use
already existing email communities to accomplish 'acceptable'
[surely a subjective term] email marketing results without having
to take on the tasks associated with managing your own.

Gary K. Foote, Editor


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*** 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/




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*** eMD Member to Member HelpDesk


Is E-mail Marketing Dead?
George Matyjewicz

Hey:

Recently DoubleClick purchased NetCreations for $191 million in a
stock swap, getting 22 million names.  And such a  bargain!
That's only $8.68 per name for what many believe to be  the best
opt-in list on the Net.

And ICQ was sold for ~~ $180 million for 20 million names, again
cheap at $9.  Yet in another recent study, the cost of customer
acquisition is $40.

Just last year (October), good lists were selling for $50 per
name. So, is e-mail marketing so bad that these assets have no
value?   Is E-Mail Marketing dead?

George
_______________________________________________________
George Matyjewicz  -  GAP Enterprises, Ltd.
http://www.gapent.com/
Moderator of E-Tailer's Digest http://www.gapent.com/etailer/
Chief E-Commerce Officer Silk Road Gifts
http://www.silkroadgifts.com
Automated Press Releases http://www.gapent.com/pr/
Marketing Your Web http://www.gapent.com/myweb/

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[Editor's Response]

Interesting question, George.  I'd like to hear other member's
responses, especially when you consider we are currently in the
midst of an email marketing series.  My personal feeling is that
many internet values are falling in the wake of the slower, more
mature internet stock market.  Whether this is the case or not it
seems to me that lower prices makes email marketing more
accessible to more online enterprises.  Growth instead of death?

Just my personal $.02.  What do you think?

GKF - Ed.

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


RE: Web Design
by Rob Yarlett

Lakesha Carstarphen asked:

> I work for a large Pharmaceutical company, and I have be
> assigned to develope a departmental website. How can I
> learn more about Web design/and or development? What are
> some good tools and resources for someone like me who
> knows very little about website design?

I know the feeling, I was put in a simular position Three years
ago. Before giving any advice it's important to think of a few
things

You organisation will have controls such as style guides web
masters etc that will narrow the amount of design you can do to a
web site. Very often the people responcible for these will know
very little about the internet! this will not make your job very
easy.

First suggestion will be build a personal site on something like
geocites.com its free and has instructions on how to do certain
things. There are a number of very good websites set up by people
who have done what you are trying to do, sharing there expereince
and ideas. a simple search on www.go.com will bring them up.

Programs like frontpage and dreamweaver are very helpful but if
your organisation is anything like the one I worked for, they
will not buy the software so your left to right code in one of
the free web packages such as PFE Programmers file editior see
www.cnet.com for free downloads. this makes you learn htm which
in some ways is better as you learn how to fix problems....

there are also some very good books that I still refer to after
three years of design, the dummies guide's are very good check
out your local book store for prices.

I hope this helps you.

As I said I did what your doing now three yeares ago, I just
started in a smallish company three weeks ago as the web
controller! belive me it helps to know some html.

Rob

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***  New Member Comments & Questions


Two Questions
by Paul Pazienza

[Can you provide a] definition of eMarketing.  Are there specific
issues regarding various vertical industries?

Paul Pazienza

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[Editor's Response]

Hi Paul,

eMarketing, in the 'early days' meant email marketing.  Today it
has widened to include almost all forms of online marketing
[Perhaps it means Electronic Marketing now?].  Why?  Because they
are so intertwined that they have become a matrix of marketing
efforts, not a set of individual efforts.  This current state, of
course, mimics the 'real world' where a fully integrated media
mix is the only way to effectively reach your largest market.

Also, as in the real world, every vertical has its own
peculiarities that must be addressed.  Any discussion of these
details would have to be conducted on an industry by industry
basis, and would take the posting input of many members to fully
flesh out here.  Anyone want to start the ball rolling by sharing
their experience with specific vertical market peculiarities?
The posting address is below.

GKF - Ed.

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


Intro
by Susan Davidson

I am a journalist who writes a restaurant newsletter. I'm
currently researching an article on e-mail marketing for
restaurants.

Susan Davidson

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[Editor's Response]

Hi Susan,

Welcome to the eMD Community - not only to you, but to all our
new members.  Our current series on email marketing should be
just what you are looking for.

GKF - Ed.

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


B2B & the Web
by Fabio Nardella

My interest area is the management of the BtoB relationship
between suppliers and customers through the construction of a
dedicated web site. In particular I like the way many big
companies interact with their biggest customers through special
web site to fill needs, to take orders and to solve problems.

Fabio Nardella

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[Editor's Response]

Hi Fabio,

Even small and meduim B2B companies can benefit from building a
website that caters as much to existing customers as it does to
seeking new customers.  One good example of a small B2B site is
one Webbers Communications developed for Maclean Precision
Machine Company in Madison, NH.  The site was initially intended
as a tool for existing clients to make contact and request quotes
for specific projects.  It soon showed that it had 'pulling
power', delivering new customers on a regular basis.  The site is
simple, but effective, both with the search engines and with
Maclean's customers, old and new.

The site is at:
http://www.macleanprecision.com

GKF - Ed.

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


What are the Real Opportunities?
Dennis Jones

What is really working for the entreprenuer and small business,
or home based business? What systems are being used successfully?
Turnkey systems such as network marketing opportunities, and
others that promise money making results? What are the "real"
online marketing opportunities available?

Dennis Jones

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[Editor's Response]

Hi Dennis,

It is my opinion that networking 'opportunities' are mostly money
making for only the few at the top of the order, while the work
is done mostly by those lower down.  This is my opinion only and
if anyone has different experience I would love to have them post
their positives to this community.

What are the 'real' online marketing opportunities for home based
businesses?  My best advice is 'get involved with your market,
wherever they may be online'.  By now most interests are
represented somewhere online, so - short of creating your own
community for your target market as we are discussing now in the
eMD - become a member of these places, these online communities,
whether they be chat rooms, message boards, email communities
like this one, newsgroups, websites, or wherever else thay can be
found.  Don't baltantly advertise, but let your expertise in your
topic be your doorway to credibility and your signature file be
your advertisement.

For those unfamiliar with signature files see an article on the
subject at the eMD website.  The link to the article can be found
at:  http://www.webbers.com/emark/sigfile.html .  There you will
also find a link to many example signature files.

GKF - Ed.

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


Intrigued by the Power of the Net
Brian Franklin

I am part of the UK arm of NEBS, a large DM printing corporation
based in the US.  Traditionally we pursue a physical mail
strategy, with millions of pieces and catlogues being distributed
every year.   I am therefore very keen to reach as many potential
customers as possible.

The power of the internet and email to reach the customers with
speed and minimal cost outlay is very appealing.  I do not
however want to embark on a spamming exercise.   I am
particularly interested in the right and wrong ways to follow an
email marketing venture to 'test the water'.

Brian Franklin

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[Editor's Response]


Hi Brian,

You are in the right place at the right time.  We are in the
early stages of a detailed series on ethical, non-spam email
marketing that should give you the tools and knowledge necessary
to move ahead with a well developed email marketing plan.

In case you missed the first two installments [this issue carries
Part III] they can be found online by following the links from:
http://www.webbers.com/emark/emailmar.html

GKF - Ed.

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


Purchased Lists?
by Susan Stanley

Can e-mail lists be purchased for sales to specific businesses?

by Susan Stanley

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[Editor's Response]

Hi Susan - Welcome to the eMD.

Great question.  I don't know of any services that meet your
needs.  Of course this probably means there is a huge hole in my
knowledge .  Of course, if I'm right there is a great niche for
someone to fill.

Any members know of a resource for Susan?

GKF - Ed.

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


New Member Info
by Mark Jedicke

Here's our company boiler plate on who we are and what we do.

About TargitMail.com With over three years of innovation and
development in the permission-based direct e-mail database
marketing industry, Portsmouth, NH-based TargitMail.com has
positioned itself as a world leader. Utilizing an extensive
network of messaging service partners, TargitMail.com offers
demographic profiles on nearly 12 million end recipients who have
agreed to receive targeted promotions via direct e-mail.

TargitMail.com's proprietary and patent-pending eTOM ad delivery
system allows advertisers to conduct direct e-mail campaigns
using industry leading HTML and rich media advertisements.  The
break-through technology behind eTOM performs custom queries on
the profile database, launches targeted direct e-mail campaigns,
and tracks results, ensuring advertisers the highest possible
ROI.  For more information, please visit www.targitmail.com
 or e-mail info@targitmail.com
.


Thanks

Mark

Mark Jedicke
Public Relations
TargitMail.com
p: 888-467-7709 ext. 3049
f:  603-766-8263
e: mjedicke@targitmail.com

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[Editor's Response]

Welcome Mark,

Maybe you can help Susan [see above post]?  Is your database
searchable by business type?

Ahhh, networking.  Isn't it great?

GKF - Ed.

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


New Member Intro
by Rob Yarlett

I started in web design three years ago taking care of a
departmental website in a large organisation. As with many large
organisations there was no money for software so you ended up
working in raw html and viewing via your browser. It was hard but
it taught me a lot. Recently I joined a smaller company with
responcbility for ALL the website the intranet and e-marketing. I
hope to be able to share some of my experience with web design
and learn from others experience with e-marketing.

Rob

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[Editor's Response]

Hi Rob,

Welcome aboard.

I too write webpages by hand.  I couldn't find a web designer '93
[!], so learning it myself was the only way.  There was no
dedicated HTML creation software then, so hand writing was the
only course.

I still write by hand, using TextPad [ http://www.textpad.com ]
as my editor.  It puts out clean .txt files and has tons of time-
saving features.

How about a poll on this question?


      ===================================================
     :               eMD INSTANT SURVEY                  :
     :---------------------------------------------------:
     :  Do you use dedicated HTML creation software      :
     :  to develop webpages or do you write it manually? :
     :---------------------------------------------------:
     :  I write HTML manually.                           :
     :  mailto:i-write-html-manually@webbers.com         :
     :                                                   :
     :  I write HTML with dedicated software.            :
     :  mailto:i-write-html-with-software@webbers.com    :
     :                                                   :
     :  Results next issue.                              :
      ===================================================

Welcome aboard, Rob.

GKF - Ed.

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

Europe and eMarketing
by B.Vuijk

What will be the impact of e-business especially in europe for
(E)-marketing? What will change the markets with e-marketing?

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Hi B. Vuijk,

Welcome to the eMD community.  Great question.  I have not
analyzed the future of European eMarketing.  Maybe another member
of the eMD has and would share their expertise here?

GKF - Ed.

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***  New Member Locations



Australia                   1
Canada                      2
China                       3
England                     1
France                      1
Germany                     2
Guatemala                   1
Greece                      1
India                       1
Ireland                     1
Italy                       2
Netherlands                 1
New Zealand                 1
N. Ireland                  1
Scotland                    2
Singapore                   2
South Africa                2
Switzerland                 1
United Arab Emirates        1
United Kingdom              6
United States              27

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