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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 #350
    Monday, October 30, 2000

    Current Membership Count: 2671


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

   - Editor's Ramble
        by Gary K. Foote

   - eMail Marketing: Ethics and Methods, Part IV
        Marketing in Existing eMail Communities
        by Gary K. Foote

   - How do you market your site?
        Ongoing eMD Poll

   - eMD Member to Member HelpDesk

        Construction
        by Burhan Tekdemir

        Student of International Marketing Seeks Resources
        by Frank Weishaupt

        User registration
        by James Macdonald

        E-marketing query
        by Brian Devries (CAP, CEF)

        ROI Measurement Processes
        by Megan Hanley

        I Need Help!
        by Asha Nair

        Virtual Marketplaces
        by Anke Eismann

        Re: eMarketing to Businesses
        by Susan Hogan

   - New Member Comments & Questions

        eMail Marketing Best Practices
        by Brian DeVries

        Search Engines in France
        by Vivek Tayal

        Cookie Gathering and Analysis
        by M. Hall

        eMailing Ethics Q
        by Karen Hunley

   - New Member Locations

   - This Week's Definition

   - This Week's Featured Site

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          ===========================
==========|     Editor's Ramble     |==========
==========|  Gary K. Foote, Editor  |==========
          ===========================

Hi Everyone,

In case you noticed the slightly different title for this issue
it came about because of a post by long time subscriber, Barb
Sybal of GFX Printing Services [ http://www.gfxinc.com ].  Here's
what she wrote:

    This is really just an FYI ... I, like you, use Pegasus
    as my mailer, and "sort by thread" all incoming and
    unread messages. Did you know that by adding the
    word "The" (as in "The eMarketing Digest")
    in your Subj: header, you are forcing your valuable
    digests further down the reading queue.

    How about eliminating that one word, so that I
    get a chance to read eMD a little earlier :)

Barb has a great point and I have taken it to heart.  All future
issues of the eMD will be titled, "eMarketing Digest V2, #xxx',
dropping the 'the'.  Thanks Barb.

On another note, I have been busier than normal the last two
weeks and so have decided to not respond directly to New Member
Questions and Comments.  It is my hope that all my loyal readers
[that's you] will pitch in and respond with helpful info that I
will then include in the next issue.

As always, please take the time to visit this issue's sponsor,
"Webbers Communications", 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 Part IV           |==========
==========|  Marketing in Existing eMail Communities  |==========
==========|            by Gary K. Foote               |==========
          =============================================

Last issue I wrote at some length about the benefits of, and
methods for, managing your own list[s] of opt-in subscribers.
The piece was by no means comprehensive [I only touched on
certain technical possibilities] but gave you enough info to make
an informed decision about whether or not you want to take on the
tasks associated with creating and managing your own email
community publication.  The time commitment, should you decide to
do so, is considerable, but if it is too much to fit into your
schedule there are ways of leveraging existing email communities
[like this one] to build your brand and demonstrate competence to
your target market.

Assuming you have already defined your target markets you can
take this information to websites that allow you to do keyword
searches for email communities.  As an example I went to Topica
[ http://www.topica.com ] and ran searches using keywords that
had relevance to my randomly chosen test target market, 'yacht
owners'.   I suggest putting together a list of your keywords and
perform your own searches and build your own list-of-lists as you
read this.  [If you are not registered with Topica you should do
so before you run your searches.  That way you can subscribe to
those you identify from links on the search results pages.

The keywords I chose were:

    yachting
    boating
    sailing
    powerboat

These returned the following:

    yachting returned:  33 lists
    boating returned:   54 lists
    sailing returned:   74 lists
    powerboat returned: 0 lists [!]

Of course, 163 email communities is too much to manage, so I
pared the list down by eliminating those whose titles and
descriptions make them less-than-likely target markets.

    From the 'yachting' search I chose:
        YACHT-L
        yachts4sale
        Yacht and Charter Agents Mailing List
        wooden-boats-reflective

    From the 'boating' search I chose:
        Tall Ships+Traditional Boats
        nw-liveaboard

    From the 'sailing' search I chose:
        cal-sailing
        Sailing
        SAIL-CHESBAY
        Double Ender Sailboats

That makes ten email communities identified as being composed of
my test target market that I chose to subscribe to.  You should
now have your own list of email communities to which you are
subscribed.

Next, click on the link at the top of the Topica screen that
reads MY TOPICA.  You will be presented with a screen that lists
all of the lists you are subscribed to.   Take this opportunity
to set your preferences for each list to 'DIGEST'.   [There is a
drop-down box for each list where you can set your options.]
This will package all posts to each list in its respective digest
and send it to you as a single email - generally once each day.
This will make your subscribed lists easily identifiable and
manageable.  If you choose to not set your subscribed lists to
DIGEST you risk receiving hundreds of single emails - a copy of
each that is sent to each list.  This quickly becomes impossible
to manage without setting up filters on your own computer.
Setting to DIGEST is much simpler.

Now that you have become a member of a number of email
communities composed of your target market its time to just sit
back and read each digest to get used to its style and content.
Some lists have zero tolerance to anything that even resembles a
commercial plug.  Others welcome mentions of products and/or
services that answer their questions or solve their problems.

During this time of getting to know these communities you will
likely get rid of a number of them that really don't meet your
criteria.  Unsubscribe from these as soon as they are identified
to save yourself time reading irrelevant material each day.

It is your job to become a part of each remaining community,
becoming known by participating: getting involved in discussions
and offering advice when you can, but never sounding like you are
there to sell yourself, your products or your services.  The key
to success in marketing in these communities is the inclusion of
your signature file at the end of each post you send to each
list.

[NOTE]  For an excellent discussion on, and samples of, signature
files go to the following URL:
[ http://www.webbers.com/emark/sigfile.html ]

Becoming 'known' in these communities will take some time - less
if you post often, more if you post less often - but the eventual
end result will be that the members of those communities will get
to know you through your posts.  They will gain an understanding
of what you do and, when those members seeking services or
products you provide go looking, it is likely they will seek you
out before going to an unknown vendor.

Some of these communities - those that are less discussion and
more newsletter - are perfect candidates for submitting short
articles to.  You would be surprised at how many newsletter
communities are using 'canned' content like this rather than
being 100% original [as is the eMD].  This is an excellent way to
become known as expert in your field.

Another method for building your own brand/image in these
communities is paid-for advertising.  Email publication
advertising can be very cost effective, reaching thousands of
highly-targeted, potential customers for a lot less than you
might think.  Prices range from $5 CPM [per thousand impressions]
to $30 CPM, depending on how tightly focused the topic is.

A general interest publication, like Weather by E-mail [
http://www.weatherbyemail.com ] costs from $2.25 to $4.50 CPM,
depending on site ad size.  With 15,000 daily impressions an ad
on Weather by E-mail would cost from $33.75 to $67.50.  On the
other end of the spectrum, a publication focused on handheld
gaming design would likely cost $30 CPM as the target interest is
very narrow.  This would make an ad sent to the same number of
impressions [15,000] a $450 expense.

Where can you find email communities to become participants in?
Simple.  Here my favorite online directory of lists, e-zines and
newsletters to get you started:

    Topica:     http://www.topica.com
                Begun lss than 2 years ago, Topica now seems to
                stand head-and-shoulders above the rest.

Next issue: Autoresponders

Gary K. Foote, Editor

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          ======================================
==========|    How do you market your site?    |==========
==========|        Ongoing eMD Poll            |==========
          ======================================


Banners                     (119)   16%
Opt in E-mail               (113)   15%
Reciprocal links             (85)   11%
One-way links                (49)   6%
Newsletter/e-zine ads        (77)   10%
Search engine positioning   (165)   22%
Offline ads                  (95)   12%
Other                        (62)   8%

Total Votes:                 765

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  |==========
          ===================================

Construction
by Burhan Tekdemir

Hi,

This is my first message to this list. I am a marketing manager
in a research and consultacy firm in Turkey. As a service of our
company we are also publishing reports on several sectors in
Turkey and Caucasus region. Our full trade web site will be up
very soon.

I would like to hear your comments on how I can market these
publications to abroad. I need to have a list of companies and
research firms in Europe, Far East and US. Any help would be
appreciated.

Best regards,

Burhan Tekdemir
Marketing Manager
IBS Research & Consultancy
Tel: +90 212 231 0481, ext.124
Fax: +90 212 231 6614
www.IBSResearch.com


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          ===============
==========|  Next Post  |==========
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Mailing List
by Charlene Pansano

I have been unsuccessful in my attempts to find a list broker who
has the following: Pure play etailers B2C, broken down by
categories (apparel, toys, home and garden, etc.) and by sales
volume.

I am looking to market to a very specific type of business and
need as much info as possible, with preferrably a contact in the
advertising or marketing divisions.

Thanks for any direction you can provide.

Sincerely,

Charlene Pansano
Account Executive

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          ===============
==========|  Next Post  |==========
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Student of International Marketing Seeks Resources
by Frank Weishaupt

A good day,

I need some help and I hope that you can help me. I am studying
international marketing and right now I am doing a intership in a
Automobile Company in the United Arabic Emirates. Within this
internship I have to write a report and my content should focus
on the Marketing Communication Channel Internet. Here in the
U.A.E it is nearly impossible to find secondary literature, in
order to promote products in the Internet and generate customer
relationship etc etc.

Do you know some good books concerning this topic which I could
by and refer to in my report.?

Looking forward to hearing from you and thank you very much in
advance for your help

Best regards

Frank Weishaupt

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          ===============
==========|  Next Post  |==========
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User registration
by James Macdonald

Hi - I have a question for the readership.

Can anyone point me towards case histories of introducing free
user registration onto sites that didn't previously ask for
registration?  How was it gone about?  What sort of impact did it
have?


James Macdonald


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          ===============
==========|  Next Post  |==========
          ===============


E-marketing query
by Brian Devries (CAP, CEF)

To whom it may concern,

 I am curious to know, " What would you consider the best e-
 marketing practices to keep users interested and on a site?".  I
 would appreciate your knowledge in this area.

Brian DeVries
Business Analyst
g   GE Capital Canada
 Financement d'équipement
 Equipment Financing
____________
5420 North Service Road, Burlington, Ontario
Téléphone (905) 319-5182   DC464-5182 Télécopieur/Fax (905) 319-
5116
DailComm 8*464-5157
Email: Brian.Devries@cefca.capital.ge.com


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          ===============
==========|  Next Post  |==========
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ROI Measurement Processes
by Megan Hanley

I am looking for articles and resources to help me get my arms
around the process to measure ROI for various internet marketing
initiatives.  Any suggestions on how to track and measure results
from email newsletters and campaigns?  I'm interested in short-
term and longer-term ("life time value") measurements.

Thank you!

Megan Hanley
NetRead
mhanley@netread.com
415.759.1634


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          ===============
==========|  Next Post  |==========
          ===============


I Need Help!
by Asha Nair

Hi,

How much would it cost me to advertise online?  I'm in a plastic
surgery company, and i wish to advertise my company.  What would
be the best means of reaching my customers abroad by using the
internet?  From your articles, i have read that personalized e-
mails can do wonders.  Also, i need to draw up a marketing plan,
but i do not know the format / structure for it (what to include
or think about).  Could you please help me out.

Thank you.
Asha Nair


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==========|  Next Post  |==========
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Virtual Marketplaces
by Anke Eismann

Hello,

I'm a German student and I want to write my diploma about virtual
marketplaces (B2B, B2C). Where can I find information about this
topic?

Thanks in advance

Anke


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          ===============
==========|  Next Post  |==========
          ===============


Re: eMarketing to Businesses
by Susan Hogan

Susan,
I've had the same problem. After tons of time on the net, we've
only found two sources that "rent" litst:  Target (as per the
email directly from them) and yesmail.com.

In both cases, you need to launch your email through their
service so they can monitor the "unsubscribes" and keep it opt-in
clean. But at least something is out there!

Susan Hogan


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          =====================================
==========|  New Member Comments & Questions  |==========
          =====================================


eMail Marketing Best Practices
by Brian DeVries

If you could create a list of the best practises for
e-marketing, what would the list include?

Brian

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          ===============
==========|  Next Post  |==========
          ===============


Search Engines in France
by Vivek Tayal

I would like to have information about different search engines
in france and all the services they have on them for there
visitors .

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          ===============
==========|  Next Post  |==========
          ===============


Cookie Gathering and Analysis
by M. Hall

How is all the information gathered by cookies, dealt with or
analyzed?  Are there specific programs that dump the info into a
database and then anaylze it?

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          ===============
==========|  Next Post  |==========
          ===============


eMailing Ethics Q
by Karen Hunley

Is it OK to send marketing advertisements to those that leave
their email on your website?

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          ===============
==========|  Next Post  |==========
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Lynn James-Allen (ljamesallen@yahoo.com) on Thursday, October 19,
2000 at
07:18:10
-----------------------------------------------------------------
---------
-

country: USA

comments: Am looking for a homebased business in catalog or
items/things
marketing.  Dropship preferred.




          ==========================
==========|  New Member Locations  |==========
          ==========================


Canada                          5
China                           1
France                          3
Hong Kong                       1
India                           1
Indonesia                       1
Ireland                         1
Netherlands                     2
Portugal                        2
Turkey                          1
United Kingdom                  1
United States                  17




          ============================
==========|  This Week's Definition  |==========
          ============================




          ===============================
==========|  This Week's Featured Site  |==========
          ===============================

CommunityStart - "All About Building Online Communities".

This site is dedicated to covering the subject of building and
managing community online.  Articles, e-zine templates, content
providers, live forums and more.  A great place to round out your
email community research.

http://www.communitystart.com/


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