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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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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]This offer sent to you from:Optinrealbig.com LLC1333 W 120th Ave Suite 101Westminster, CO 80234
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
slide15
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.
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
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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