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Responsible Email Targeting

Responsible Email Targeting

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Responsible Email Targeting

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  1. Responsible Email Targeting Chapter One

  2. Chapter One • Opt-in or Opt-out? • Why not SPAM? • Email list development

  3. Opt-in or Opt-out • Definition • Responsible email • Advantages • Disadvantages • Legal guidelines

  4. 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: r.WinterAction.0-2ace37e-2cb8.yahoo.com.-debtc3@u0.tekmailer.comThis offer sent to you from:Optinrealbig.com LLC1333 W 120th Ave Suite 101Westminster, CO 80234

  5. 24 hours of Deb’s mailbox

  6. Opt-out

  7. Opt-in

  8. 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.

  9. 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

  10. OPT-IN: Advantages-Disadvantages • Excellent information harvesting • demographics, psychographics, geographics • Better targeting • Better sales • Better operational profits

  11. E-Marketing Dilemmas • Short life span • Not a Captive Audience • Consumer Mood • E-Mail Becomes Tedious and Boring

  12. 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

  13. 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

  14. 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

  15. Spam • Definition • Legalities • Costs • Protectionist measures • Filters • RBL – Real-time Black hole Lists • URL: http://mail-abuse.org/

  16. 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.

  17. Spammers

  18. 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

  19. 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

  20. 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

  21. 24 hours of Deb’s mailbox

  22. 24 hours of Deb’s mailbox

  23. Email list development • Buying Lists • Renting Lists • Building Lists

  24. Buying Lists • Pricing – between .0000085 per contact to .30 per contact • Why the difference? • Quality, quality quality. • Deliverable addresses • Demographics

  25. 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

  26. Building Lists • Harvesting software program • Theory = high-quality lists • In practice • Poor listings • Addresses are SYSOP addresses

  27. Building Lists • Traditional methods • “Organically-grown” list • Anytime during business process • Trade shows • Special interest groups (web) • Customer referrals • Contests

  28. Building Lists – continued • Product registration cards • Open-house guest books • Free-drawing forms • Catalog-request forms • Satisfaction forms

  29. 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)