responsible email targeting chapter one. content from the essential guide to web strategy for...
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Responsible Email Targeting
Chapter One
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Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Chapter One
Opt-in or Opt-out?Why not SPAM?Email list development
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Opt-in or Opt-out
DefinitionResponsible emailAdvantagesDisadvantagesLegal guidelines
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Opt-out
Call the toll free number above, or send inquiries to :A1 Wireless Customer Service
39-40 30th StreetLong Island City
New York, NY 11101
To unsubscribe from this mailing list: click hereor send a blank message to:
This offer sent to you from:Optinrealbig.com LLC
1333 W 120th Ave Suite 101Westminster, CO 80234
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24 hours of Deb’s mailbox
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Opt-out
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Opt-in
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Opt-in
Opt-in = permission marketingAll communications must be consensualNo one should ever have to unsubscribe from a list they did not intentionally subscribe to.
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Opt-in: Be Responsible
Mail Abuse Prevention System LLC Guidelines– Permission of new subscriber must be fully verified.– Simple method to terminate subscription.– Alternative methods for terminating subscription.– Undeliverable addresses must be removed from list.– Volume must consider recipient systems.– Action must be take to prevent abuse– Terms and conditions must be fully disclosed.– Acquired lists used for original purpose.– Nature and frequency of mailings should be disclosed.– One subscription, one list.Source Mail Abuse Prevention system – downloaded from http://mail-abuse.org/manage.html 12-31-03
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OPT-IN: Advantages-Disadvantages
Excellent information harvesting– demographics, psychographics, geographics
Better targeting– Better sales– Better operational profits
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E-Marketing Dilemmas
Short life spanNot a Captive AudienceConsumer MoodE-Mail Becomes Tedious and Boring
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E-Marketing Dilemmas
SpammingPrivacy Concerns– 35% of consumers change their email account
Increasing E-Mail Marketing Trends– By 2006, individuals will receive more than 1400
messages per year
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Unsolicited Direct E-Mail
Statistics– 77% of E-Mail Ads are Deleted– 16% Opened Somewhat Annoyed– 3% Were Indifferent– 4% Curious to Read– 1% Eager to Read
54.2% of Businesses use Direct E-Mail
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Permission-Based E-Mail
User Reactions– 2% Delete Without Reading– 7% Open Somewhat Annoyed– 30% Were Indifferent– 48% Were Curious to Read– 13% Were Eager to Read
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Spam
DefinitionLegalitiesCostsProtectionist measures– Filters– RBL – Real-time Black hole Lists– URL: http://mail-abuse.org/
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Spam - Definition
An electronic message is "spam" IF: – (1) the recipient's personal identity and context are irrelevant
because the message is equally applicable to many other potential recipients; AND
– (2) the recipient has not verifiably granted deliberate, explicit, and still-revocable permission for it to be sent; AND
– (3) the transmission and reception of the message appears to the recipient to give a disproportionate benefit to the sender.
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Spammers
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Spam –When is it OK?
You have a targeted audience
You are forthright in sender identity
Contact information is supplied
Comply with removal requests
Do not violate policies of ISP
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Spam – Legalities
Federal law - CAN-SPAM Act of 2003 – Spam must be labeled– Must include opt-out instructions– Must include senders physical address– Prohibits deceptive subject lines and headers– FTC is authorized to establish a “do-not-email”
registry– January 1, 2004 – effective date
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Spam - Protectionist measures
Filters– Available with most email services– Can purchase off-the-shelf blockers
RBL - Real-time Black hole List– Sponsored by mail Abuse prevention System LLC– Black list of spammers and supporting ISP’s
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24 hours of Deb’s mailbox
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24 hours of Deb’s mailbox
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Email list development
Buying ListsRenting ListsBuilding Lists
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Buying Lists
Pricing – between .0000085 per contact to .30 per contactWhy the difference? Quality, quality quality.– Deliverable addresses– Demographics
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Renting Lists
Same concerns as buying listsDifference – you do not see the address
Caution is warranted– Reputable company– Start with small test and work your way up
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Building Lists
Harvesting software program– Theory = high-quality lists– In practice
• Poor listings• Addresses are SYSOP addresses
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Building Lists
Traditional methods– “Organically-grown” list– Anytime during business process– Trade shows– Special interest groups (web)– Customer referrals– Contests
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Building Lists – continued
Product registration cardsOpen-house guest booksFree-drawing formsCatalog-request formsSatisfaction forms
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Chapter One Assignment
Find and submit one good promotional emailFind and submit one bad promotional email (SPAM)Review Tutorial “How to Find Email Addresses Online”. Evaluate one service as related to your projectIdentify one discussion group related to your projectSubmit on one word documentLabel document LastNameFirstInitial_Chap1 (TechcoffeyD_Chap1)