html5-img
1 / 29

Responsible Email Targeting

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.

morgan
Télécharger la présentation

Responsible Email Targeting

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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)

More Related