responsible email targeting
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Responsible Email Targeting. Chapter One. Chapter One. Opt-in or Opt-out? Why not SPAM? Email list development. Opt-in or Opt-out. Definition Responsible email Advantages Disadvantages Legal guidelines. Opt-out. - PowerPoint PPT PresentationTRANSCRIPT
Responsible Email Targeting
Chapter One
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Opt-in or Opt-out
DefinitionResponsible emailAdvantagesDisadvantagesLegal guidelines
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
24 hours of Deb’s mailbox
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Opt-out
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Opt-in
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Spam
DefinitionLegalitiesCostsProtectionist measures– Filters– RBL – Real-time Black hole Lists– URL: http://mail-abuse.org/
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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.
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Spammers
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
24 hours of Deb’s mailbox
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
24 hours of Deb’s mailbox
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Email list development
Buying ListsRenting ListsBuilding Lists
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Buying Lists
Pricing – between .0000085 per contact to .30 per contactWhy the difference? Quality, quality quality.– Deliverable addresses– Demographics
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
Building Lists
Harvesting software program– Theory = high-quality lists– In practice
• Poor listings• Addresses are SYSOP addresses
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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
Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted
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)