Responsible 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? list development

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Opt-in or Opt-out Definition Responsible Advantages Disadvantages Legal 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 th Street Long Island City New York, NY To unsubscribe from this mailing list: click here or send a blank message to: r.WinterAction.0-2ace37e- This offer sent to you from: Optinrealbig.com LLC 1333 W 120th Ave Suite 101 Westminster, CO 80234herer.WinterAction.0-2ace37e-

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 marketing All communications must be consensual No one should ever have to unsubscribe from a list they did not intentionally subscribe to.

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted 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

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

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted E-Marketing Dilemmas Short life span Not a Captive Audience Consumer Mood Becomes Tedious and Boring

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted E-Marketing Dilemmas Spamming Privacy Concerns –35% of consumers change their account Increasing 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 Statistics –77% of Ads are Deleted –16% Opened Somewhat Annoyed –3% Were Indifferent –4% Curious to Read –1% Eager to Read 54.2% of Businesses use Direct

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Permission-Based 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 Definition Legalities Costs Protectionist measures –Filters –RBL – Real-time Black hole Lists –URL:

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 2003CAN-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- ” 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 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 list development Buying Lists Renting Lists Building Lists

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Buying Lists Pricing – between per contact to.30 per contact Why 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 lists Difference – 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

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Building Lists – continued Product registration cards Open-house guest books Free-drawing forms Catalog-request forms Satisfaction forms

Content from The Essential Guide to Web Strategy for Entrepreneurs unless otherwise noted Chapter One Assignment Find and submit one good promotional Find and submit one bad promotional (SPAM) Review Tutorial “How to Find 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)