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.

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Responsible Email Targeting

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Responsible email targeting

Responsible Email Targeting

Chapter One


Chapter one

Chapter One

  • Opt-in or Opt-out?

  • Why not SPAM?

  • Email list development


Opt in or opt out

Opt-in or Opt-out

  • Definition

  • Responsible email

  • Advantages

  • Disadvantages

  • Legal guidelines


Opt out

Opt-out

  • Call the toll free number above, or send inquiries to :A1 Wireless Customer Service39-40 30th StreetLong Island CityNew York, NY 11101 To unsubscribe from this mailing list: click hereor send a blank message to: [email protected]his offer sent to you from:Optinrealbig.com LLC1333 W 120th Ave Suite 101Westminster, CO 80234


24 hours of deb s mailbox

24 hours of Deb’s mailbox


Opt out1

Opt-out


Opt in

Opt-in


Opt in1

Opt-in

  • Opt-in = permission marketing

  • All communications must be consensual

  • No one should ever have to unsubscribe from a list they did not intentionally subscribe to.


Opt in be responsible

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


Opt in advantages disadvantages

OPT-IN: Advantages-Disadvantages

  • Excellent information harvesting

    • demographics, psychographics, geographics

  • Better targeting

    • Better sales

    • Better operational profits


E marketing dilemmas

E-Marketing Dilemmas

  • Short life span

  • Not a Captive Audience

  • Consumer Mood

  • E-Mail Becomes Tedious and Boring


E marketing dilemmas1

E-Marketing Dilemmas

  • Spamming

  • Privacy Concerns

    • 35% of consumers change their email account

  • Increasing E-Mail Marketing Trends

    • By 2006, individuals will receive more than 1400 messages per year


Unsolicited direct e mail

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


Permission based e mail

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


Responsible email targeting

Spam

  • Definition

  • Legalities

  • Costs

  • Protectionist measures

    • Filters

    • RBL – Real-time Black hole Lists

    • URL: http://mail-abuse.org/


Spam definition

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.


Spammers

Spammers


Spam when is it ok

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


Spam legalities

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


Spam protectionist measures

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


24 hours of deb s mailbox1

24 hours of Deb’s mailbox


24 hours of deb s mailbox2

24 hours of Deb’s mailbox


Email list development

Email list development

  • Buying Lists

  • Renting Lists

  • Building Lists


Buying lists

Buying Lists

  • Pricing – between .0000085 per contact to .30 per contact

  • Why the difference?

  • Quality, quality quality.

    • Deliverable addresses

    • Demographics


Renting lists

Renting Lists

  • Same concerns as buying lists

  • Difference – you do not see the address

  • Caution is warranted

    • Reputable company

    • Start with small test and work your way up


Building lists

Building Lists

  • Harvesting software program

    • Theory = high-quality lists

    • In practice

      • Poor listings

      • Addresses are SYSOP addresses


Building lists1

Building Lists

  • Traditional methods

    • “Organically-grown” list

    • Anytime during business process

    • Trade shows

    • Special interest groups (web)

    • Customer referrals

    • Contests


Building lists continued

Building Lists – continued

  • Product registration cards

  • Open-house guest books

  • Free-drawing forms

  • Catalog-request forms

  • Satisfaction forms


Chapter one assignment

Chapter One Assignment

  • Find and submit one good promotional email

  • Find and submit one bad promotional email (SPAM)

  • Review Tutorial “How to Find Email Addresses Online”. Evaluate one service as related to your project

  • Identify one discussion group related to your project

  • Submit on one word document

  • Label document LastNameFirstInitial_Chap1 (TechcoffeyD_Chap1)


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