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The eMarketing Digest
© 1996 - 2008
Library of Congress
ISSN 1522-6913

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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 #356
    Tuesday, January 16, 2001

    Current Membership Count: 2894

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

   - Editor's Ramble
        by Gary K. Foote

   - eMail Marketing:
        by Shannon Kinnard

   - How do you market your site?
        eMD Marketing Poll

   - eMD Member to Member
        Solutions Offered

        Re: Small Business Advertising
        by Andrea Raggambi

   - eMD Member to Member
        Requests for Resources

        eMarketing Services?
        by Alexandra Arnold

        Opt-in eMail Direct Marketing Consumer Opinions Survey
        by Scott Colwell

   - New Member Introductions
        Edward Moran

   - New Member Locations

   - This Week's Featured Site
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             ===========================
   ==========>     Editor's Ramble     <==========
   ==========>  Gary K. Foote, Editor  <==========
             ===========================

Hi Everyone,

In this issue Shannon Kinnard's Alphabet Soup of eMarketing
series continues with F is for Feedback.  When I asked Shannon
about the PC-ness [political correctness] of the article's
cheerleader example she responded, "PC, shmee-see, and you can
QUOTE me on that!"  [Gosh, Shannon...  tell us how you REALLY
feel.]  I hope you all enjoy this particular article as much as I
have.  It's a 'keeper'.

Last issue's Instant Survey Question, "Is your email reader
capable of receiving and fully displaying HTML emails?" yielded a
3 to 1 ratio of yes to no responses.  This preponderance of HTML
capable email readers says to me that the growth of HTML
publications will continue.  Do you think this is a good thing or
a bad thing?  And how will this growth be affected by the booming
wireless market?  What do you think?  mailto:emd-post@webbers.com

Don't miss Professor Scott R. Colwell's post in the Member to
Member section of this issue, in which he asks all other eMD
members to join in Acadia University's research project that
'looks at consumer opinions of opt-in email direct mail'.  Once
the survey's statistical results and researchers observations and
conclusions are formally published in a prominent Journal
[already committed for publication] he has promised to write an
appropriate results report to the eMD.  This is a great
opportunity for all eMD members to have access to some sure-to-be
interesting and useful information.  I urge you to take part in
this survey.

Welcome to all new members this issue.  We have two
introductions, one of which is a request for information about
DoubleClick's methods.  If you have experience with DC please
take the time to respond with your input.

As always, please take the time to visit this issue's sponsor,
"Marketing With Email: A Spam-Free Guide" and "Customized Weather
Stations Viral Marketing Tool" 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 recommend the eMD to your friends and business
associates.  You may use the following online form if you wish.
http://www.webbers.com/emark/recommend.html

And now...  on with the show.

GKF, Ed.




---------------------- Sponsor Message --------------------------



  F A N T A S T I C    V I R A L    M A R K E T I N G    T O O L

    Give away the weather and gain website visitors.

    We create customized website weather stations branded with
    your company name, logo and target click-thru.  Each of your
    custom weather stations you give away can be easily placed on
    other websites and can be set to forecast any US location.

    International conditions scrollbars too.  You name the
    cities, we provide the applet.

    Samples at: http://www.weatherbyemail.com/emd.html



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Your advertisement could appear above.  Reach our 2800+ members.
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          =============================================
==========>              eMail Marketing              <==========
==========>            F is for Feedback              <==========
==========>            by Shannon Kinnard             <==========
          =============================================


F is for Feedback
by Shannon Kinnard

Email marketing is a little bit like cheerleading. Now, while I
was an orchestra geek, not a cheerleader, I certainly knew what
the cheerleaders did to get their audience riled. They were
filled to the brim with enthusiasm and superly-duperly excited to
get a cheer going. They'd wave their arms, jump up in the air
with their legs out and hold up their big signs that read "GO
GATORS!" And when their audience responded with the right cheer,
they'd go nuts, shout through those orange and blue megaphones
and get the enthusiasm even greater! (Come to think of it, we do
the same thing in the orchestra, too. We respond to our
audience's polite standing ovations with the appropriate
feedback: a well-rehearsed encore.)

You've got to do the online equivalent with your audience by
encouraging their feedback and responding to it in kind. You must
really listen to what your audience wants by responding
appropriately to their feedback and building relationships with
them based on what they tell you.

If the orchestra members were to stand up, wave their instruments
in the air and shout "GO MOZART," we'd probably cause a few heart
attacks. Likewise, imagine a cheerleading squad breaking out
woodwinds and playing a polite tune instead of doing back flips
and waving their well-manicured nails high in the air. It's
simply not what the audience wants or expects.

In order to listen to your online audience, make email your
mechanism for feedback. But don't just read that feedback and
file it away! Rather, you've got to respond to it. An excellent
way to do this is to offer a question and answer section in your
email publication where you show questions that are asked by your
audience and publish your responses to those questions and
comments. Another way to listen and respond to your audience is
to interview them and incorporate their comments into articles
that you publish in your email publication or archive on your
website.

Remember that feedback is an essential part of any effective
email marketing program. A two-way communication program where
you _listen to_ AND _respond to_ your audience builds
relationships and separates you from spammers and other email
marketers that simply abuse their audience by sending marketing
message after marketing message.

Speaking of feedback, I welcome yours. If you're already doing
email marketing to build relationships with your customers, I'd
do backflips and yell 'yay' to get your story in the next edition
of "Marketing With Email: A Spam-Free Guide." Write to
shannon@ideastation.com and give me some feedback! Go team!

Shannon Kinnard, shannon@ideastation.com

    Author of "Marketing With E-Mail"
    http://www.amazon.com/exec/obidos/ASIN/1885068514

    President, Idea Station, 404-527-3612
    http://www.ideastation.com

-------------------------------------------------
Respond to this post: mailto:emd-post@webbers.com
-------------------------------------------------


          ======================================
==========>    How do you market your site?    <==========
==========>        Ongoing eMD Poll            <==========
          ======================================


Banners                     (137)  15%
Opt in E-mail               (135)  15%
Reciprocal links             (96)  11%
One-way links                (60)  07%
Newsletter/e-zine ads        (91)  10%
Search engine positioning   (190)  21%
Offline ads                 (112)  13%
Other                        (74)  08%

Total Votes:                 895




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

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



---------------------- Sponsor Message --------------------------



           Are you interested in building solid
           customer relationships using email?
           Then read "Marketing With Email: A
           Spam-Free Guide" by Shannon Kinnard
           http://www.maxpress.com/companion/email.html



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          ==========================
==========>  eMD Member to Member  <==========
==========>   Solutions Offered    <==========
          ==========================


Re: Small Business Advertising
by Andrea Raggambi

Last issue Muhammad Saeed Akhtar asked:

    > What are the best places on net
    > to advertise for small businesses?

Dear Muhammad,

I thought I might give you a suggestion to your dilemma. Amazing
Media (www.amazingmedia.com) is the answer for small businesses
who can't afford to advertise on large networks but want to be
able to target their potential customers on-line.  You simply log
in as a member and within minutes, you can create your own rich
media ad and run a campaign for as little as $1 a day.  You also
have the ability to track your results by logging in from your
desktop at any time of the day to see how your campaign is doing.
You can alter your campaign at any time if you are not getting
the results you want.  Online advertising should be a component
of your marketing mix and should be used in conjunction with
other avenues such as direct mail and print advertising.  Done
correctly, your mix should work together to get the business you
are looking for.

Good luck.

Andrea
andrea@amazingmedia.com



          ==========================
==========>  eMD Member to Member  <==========
==========> Requests for Resources <==========
          ==========================


eMarketing Services?
by Alexandra Arnold

I have a quick question, if someone could help me out that would
be great.

Does anyone have any recommendations for a list management
service for email marketing campaigns? We are currently looking
into starting a campaign, however it's turning into quite a bear
as we realize exactly what we need to do to create, blast and
manage the list. We are looking for someone to handle everything
from blasting our list to subscribes, unsubscribes, bounces,
autoresponders, etc...

Thanks again for your time and assistance,
Alex

Folio Z
Alexandra Arnold
Project Manager
404-879-2011
AArnold@FolioZ.com

-------------------------------------------------
Respond to this post: mailto:emd-post@webbers.com
-------------------------------------------------


                 ===============
                  Next Request
                 ===============


Opt-in eMail Direct Marketing Consumer Opinions Survey
by Scott Colwell

Dear Mr. Foote

My name is Scott Colwell, I am a professor of Marketing Strategy
with Acadia University in Nova Scotia, Canada.  (I also teach E-
Marketing)

A colleague of mine and I are working on a research project that
looks at consumer opinions of opt-in email direct mail.  The
purpose of this research is for publication.  We are using an on-
line survey developed and housed here at Acadia University.

Would you be able to provide us with assistance by submitting
this notice to the eMD members who may be interested in taking
part in our on-line survey?

The link to the survey consent form and the survey itself is:

http://sandbox.acadiau.ca/~survey/

We are looking to wrap the research data collection up by January
31st, so if you are able to assist us, we would be greatful.

Thank you,

Scott Colwell

Scott R. Colwell, MBA, PhD (candidate)
Lecturer in Marketing
F.C. Manning School of Business Administration
Acadia University
Phone #: (902) 585-1622
Fax #: (902) 585-1085
E-mail @ Acadia: scott.colwell@acadiau.ca
http://ace.acadiau.ca/~scolwell/colwell.html
-------------------------------------------------
Doctoral Researcher
University of Bradford - Management Centre (UK)
E-mail @ Bradford: scolwell@bradford.ac.uk


-------------------------------------------------
Respond to this post: mailto:emd-post@webbers.com
-------------------------------------------------



          ==============================
==========>  New Member Introductions  <==========
          ==============================


Edward Moran

With a background in advertising/marketing in the retail
ski/sporting goods biz and a family in the commercial printing
biz I have combined both to produce brochures and marketing
materials for small to medium sized businesses. We are a design
/print company with a lot experience.

Edward Moran

-------------------------------------------------
Respond to Intro:     mailto:emd-post@webbers.com
-------------------------------------------------


                 ============
                  Next Intro
                 ============


Govindarajan

I'm looking for a case study on Double Click. I would like to
know how Double Click went about targetting their clients for
business? And how did they build a relationship with them to
successfully keep them as clients?

Govindarajan
V_Govindrajan@mccann.com



          ==========================
==========>  New Member Locations  <==========
          ==========================


Australia                   2
Belgium                     1
Canada                      6
England                     1
France                      1
Great Britain               1
India                       3
Indonesia                   1
Malaysia                    1
Philippines                 1
Switzerland                 1
Taiwan                      1
United Arab Emirates        1
United Kingdom              2
United States              12
Viet Nam                    1



          ===============================
==========>  This Week's Featured Site  <==========
          ===============================

Promotion World

Great resource for information on promoting your website.

http://www.promotionworld.com/

----------------------------------------------------------------
Recommend the eMD:   http://www.webbers.com/emark/recommend.html
----------------------------------------------------------------




---------------------- Sponsor Message --------------------------



  F A N T A S T I C    V I R A L    M A R K E T I N G    T O O L

    Give away the weather and gain website visitors.

    We create customized website weather stations branded with
    your company name, logo and target click-thru.  Each of your
    custom weather stations you give away can be easily placed on
    other websites and can be set to forecast any US location.

    International conditions scrollbars too.  You name the
    cities, we provide the applet.

    Samples at: http://www.weatherbyemail.com/emd.html



-----------------------------------------------------------------
Your advertisement could appear above.  Reach our 2800+ members.
For our Media Kit autoresponse:   mailto:emd-ad-info@webbers.com
-----------------------------------------------------------------



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          ======================

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Let's pull together as a community and generate some business for
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          ===================
==========>  Administrivia  <==========
          ===================

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The eMarketing Digest is published by  Webbers Communications
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