Responsible Email Targeting

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Responsible Email Targeting

• Chapter One

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Chapter One

• Opt-in or Opt-out?
• Why not SPAM?
• Email list development

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Opt-in or Opt-out

• Definition
• Responsible email
• Advantages
• Disadvantages
• Legal guidelines

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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_at_u0
  .tekmailer.comThis offer sent to you
  fromOptinrealbig.com LLC1333 W 120th Ave Suite
  101Westminster, CO 80234

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24 hours of Debs mailbox
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Opt-out
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Opt-in
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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.

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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 span
• Not a Captive Audience
• Consumer Mood
• E-Mail Becomes Tedious and Boring

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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

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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

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Spam

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

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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.

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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

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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 ISPs

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24 hours of Debs mailbox
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24 hours of Debs mailbox
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Email list development

• Buying Lists
• Renting Lists
• Building Lists

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Buying Lists

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

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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

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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 cards
• Open-house guest books
• Free-drawing forms
• Catalog-request forms
• Satisfaction forms

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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)