Responsible Email Targeting

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

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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:

[email protected]

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

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

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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

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

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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

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

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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)