Marketing with E-Mail


Email offers broader reach, higher measurability, quicker delivery, and easier consumer feedback for a lower cost than any other marketing medium. Here is detailed advice on how to expand and improve marketing opportunities, communications, and on-line relationships with this valuable tool. Readers are guided through a step-by-step process of creating and implementing an E-mail marketing plan for their specific needs. Topics include E-mail newsletters, on-line networking, signature files, and E-mail promotions. ...
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Email offers broader reach, higher measurability, quicker delivery, and easier consumer feedback for a lower cost than any other marketing medium. Here is detailed advice on how to expand and improve marketing opportunities, communications, and on-line relationships with this valuable tool. Readers are guided through a step-by-step process of creating and implementing an E-mail marketing plan for their specific needs. Topics include E-mail newsletters, on-line networking, signature files, and E-mail promotions. Small businesses will appreciate information on how to level the playing field with larger competitors by exploiting the unique opportunities available through E-mail. Also discussed are the differences between unsolicited commercial E-mail, anonymous bulk E-mail, and valid commercial E-mail.
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Editorial Reviews

Online consultant Shannon Kinnard offers advice to small and large businesses on how to expand and improve marketing, communications, and on-line relationships. Includes access to a companion Web site and a list of 20 relevant e-mail publications. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9781885068408
  • Publication date: 12/1/1999
  • Edition number: 1
  • Pages: 284
  • Product dimensions: 7.01 (w) x 8.99 (h) x 0.85 (d)

Read an Excerpt

Chapter 2: Discussion Lists

Most e-mail marketers will tell you that discussion lists are an indispensable part of their e-mail marketing endeavors, but not just because of the ability to publicize yourself instantly to a larger Internet audience. These lists can help you in many other ways, such as continuing education. Consider this: At the beginning of the rapid growth of the commercialization of the Internet, sometime in 1994 or 1995, there was no textbook on how to do it. Internet advertising and Internet marketing were not yet a significant part of the integrated marketing mix, so professionals were left floundering, without guidelines to follow, but with a serious desire to take advantage of the network.

As these professionals in advertising, marketing, and other industries started to realize the potential of the Internet, articles started appearing in various trade publications. There was a shortage of market research on this new tool. Everyone wanted to know what works, what fails, and what others are doing. Slowly, these early adapters started forming groups. Being online, they formed online discussion groups. These online groups were centered on specific topics, such as advertising and marketing. The early groups formed on a system known as Usenet (more in Chapter 3). Then other groups started forming through e-mail. They've been getting stronger and more popular with more robust software to automate them ever since You can use these lists in three major ways:

1. Education. You can learn a great deal from the archived and current discussions that take place on these lists. Not only can you ask specific questions, those questions will be answered by people in your target market, by peers who have the same responsibilities as you, and by professionals with years of hands-on experience.

2. Publicity. Your participation on these lists is great publicity for you, primarily, and for your company, secondarily. The more you ask questions, answer others' questions, and let people know who you are and what you do, the more you'll find that prospects come to you to learn more. In the next chapter, we'll go into detail about how to get involved for publicity purposes.

3. Community. There's a great online community of professionals who are willing to share information, pass along leads for new business, and give you advice on your practices. Becoming a part of this community provides you with a safety net in case you stumble. In the true spirit of community, discussion lists are there for support as well.

But What Exactly is a Discussion List?

A discussion list is actually a redistribution tool, as shown in Figure 2.1, through which an e-mail message is sent to one address and then is automatically forwarded, via e-mail, to all the people who are subscribed to that address. This is done in one of two ways: post-by-post or digest. Post-by-post, as the name indicates, means that recipients get each e-mail from the other members individually. Digest means that they are all compiled, one after another, and sent out according to a schedule, such as once per day or once per week. Discussion list digests tend to look like a note that is passed from person to person, with each person adding his or her two cents' worth at the end. Conceptually, what is taking place is like a virtual forum for conversation.

The following example is taken from an actual discussion list, "We, Are Business Women Connected". This particular issue has six active participants and three topics. The current discussions (called "threads") are about a member's new product called Angel Babies, merchant accounts in the United Kingdom, and a request for help finding an old post. While the conversation goes back and forth via post-by-post e-mail for some members, those posts are compiled into a digest at once for other members. What results, for digest members, is an actual conversation going back and forth or a question that is asked and answered by the time the digest version is created. A ">" character indicates a message from a previous day that is being responded to by the current message. The digest ended up looking like this (notice the helpful table of contents):


Subject: BWC Digest PM 13 May 99

Message 1: B WC: Angelbabies from Phyllis Schockner

Message 2: B WC: Angelbabies from Debbie Randolph

Message 3: Re: B WC: Merchant accounts for the UK? from Yvette Hernandez


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Table of Contents

What is E-Mail Marketing?
Who Should Use This Book?
How to Use This Book
A History of E-mail-Based Publications
Why E-Mail?
E-Mail and the Right to Privacy
Make a Plan!
Sidebar: Industry Uses of E-Mail Marketing
Cheat Sheet: What to Take Away From This Book

Chapter 1: E-Mail Newsletters
What Is an E-Mail Newsletter?
Key Benefits: One-to-One Relationships, Branding, Added Sales,
Market Research
Where Will You Get Ideas for Content?
Start With an Objective!
How to Create Content
Copywriting Tips: Pick One or Use a Combination
Write It Yourself
Solicit Material from Clients and Vendors
Ask Your Readers to Write
Hire Freelance Writers
Run a Sister Discussion List
Point Elsewhere
Design a Template
You're Ready and Set to GO!
Case Study: What's Up @ E-Greetings
Resources for Learning about E-Mail Newsletters
Resources for Finding Other E-Mail
Newsletters and Listing Yours
Resources for Finding Content
Cheat Sheet: Steps to Build Your E-Mail Newsletter
Sidebar: Easy, Guaranteed, Proven Advice for You!

Chapter 2: Discussion Lists
But What Exactly Is a Discussion List?
Hosting vs. Participating
How Will You Host? Free vs. Fee Hosting
Define Your Purpose
Discussion Lists as a Profit Center
Your Reputation
Pre-Launch Advice
Formatting Your Discussion List
Taking the Plunge!
Keeping the Troops Under Control
Legal Responsibilities
Self-Promotion Within
Case Study: ISS Group
Cheat Sheet: Planning, Launching, and Sustaining a Discussion Group

Chapter 3: Online Networking
Surf the Web for Networking Opportunities
Find Mutually Beneficial Opportunities
Set Networking Goals
Getting to Know All about You
Chatter Up!
The Art and Science of Schmoozing
Get Personal Contact Others
Play by the Rules
Cheat Sheet: Engage Your Online Networking Plan of Attack

Chapter 4: Signature Files
What Is a Signature File?
Guidelines for Signature Files
Variety The Spice of Sigs
Test for Clarity
Speak Directly to Your Audience
A Note about ASCII
Test and Measure
Setting Up Your Signature File
Using Pegasus
Using Outlook
Using Eudora
Using Netscape Communicator
Case Study: Frugal Fun
Marketing and Article Writing
Accurate Writing and More General/Marketing
Accurate Writing and More Editing/Book Doctoring
Posting to Discussion Lists
I-Sales Alternate
I-Advertising Alternate
Accurate Writing and More Resumes/Careers
Public Speaking: Long and Short Versions
Global Arts/Travel
Online Publications
AWM Books
AWM Books Holiday Special
Web Site
Radio Contact
Cheat Sheet: Make Your Signature Files

Chapter 5: Autoresponders
The Definition of an Autoresponder
Make Money While You Sleep!
How to Create an Autoresponder
The Next Generation: Personalized Autoresponders
What to Put in Your Autoresponder
Instructions for Working with Your Company
Popular (Easy) Formats for Articles
Get Feedback
Case Study: Severina Publications
Sidebar: List Your Autoresponder on Your Site
Cheat Sheet: Planning an Autoresponder Program

Chapter 6: Customer Relationship Management
Treat E-mail Like a Sales Counter
Setting Up Your E-Mail Customer Service Plan
Routing Systems
Define Your Policy
Go Above and Beyond Their Expectations
Tracking Post-Purchase Satisfaction
Ensure Perfect Grammar and Spelling
Tell Customers Where to Go for More Information
Respond Personally
Save Money
Follow Through
Find Hidden Opportunities
Case Study: Brinker International
Cheat Sheet: Steps for E-Mail Customer Service

Chapter 7: Promotions and Direct E-Mail
Collect User Information for Targeted Campaigns Contests and
Frequent Visitor or Frequent Buyer Plans
Define Your Direct E-Mail Goals
To Whom It May Concern
Create a Call to Action (and Make It Snappy!)
Pretest Different Creative Executions
Send, Track, Tailor
Case Study: E-Tailer's Digest CyberCelebration
Cheat Sheet: Plan Your Direct
E-Mail Promotional Campaign

Chapter 8: Online Public Relations
Make the Press Come to You!
Contacting the Media Online
Going with a Pro
Building Your Own Media Contact List
Where to Find Addresses
Don't Be a Pest (But Be Persistent)
The Rule: An Hour a Day of Online Marketing
Initial Contact
What Do You Want?
Follow Through
Follow Up
Keeping Your Company's Name in the Spotlight
Build Your Own Media Wire
Case Study: Bootstrapper's Success Secrets
Cheat Sheet: Steps to Build an Online Public Relations Plan

Chapter 9: Advertising in E-Publications
Placing Text Ads in Other Publications
Reach: Target Your Audience
Frequency: Hit 'Em Again and Again
Advertising Barters
Buying Ad Space in Other E-Mail Publications
Tips for Getting Results
What Works?
Tailor Your Future Media Buys
Cheat Sheet: Placing an Ad Campaign
Selling Ad Space in Your Publication
The Publisher/Editor Debate
Create a Media Kit
Case Study:
Cheat Sheet: Selling Ads

Chapter 10: The E-Mail Marketing Rulebook
Spam: It's a Four-Letter Word
Spam and UCE are Very Bad
Opt-Out Is Just Another Word for UCE
Legal Problems
The Drag on Resources
Tarnishing Your Image
Permission Is Good
Netiquette It's All About Sincerity
Case Study: How Spam Affects All E-Mail Marketers
Sidebar: Guarantee a Spammer-Free Reputation
Cheat Sheet: Do's and Don'ts of Spam

Chapter 11: Technical Know-How
Hat #1: You, The Technical Whiz
Manual Distribution
The Raging Debate: HTML or ASCII (Plain Text) E-mails
Hat #2: You, The Customer Service Representative
Bounce Management
Idiot Management
Hat #3: You, the Editor-in-Chief
Determine an Editorial Calendar
Putting It All Together
Determine a Look and Feel
Layout Guidelines
Content Guidelines
Case Study: L-Soft International
Cheat Sheet: Technical 1-2-3

Chapter 12: Measuring Results
Test Variables
Call to Action
Response Mechanism
Setting Up Systems
Have a Control Group
Tracking Users with URLs
Tracking Users with Aliases
Using What Subscriber Data Tells You
Gathering Demographic Information
Inbound Traffic Sources
Optimize, Optimize, Optimize!
Track Media Efforts
Case Study: The Sharper Image
Cheat Sheet: Measuring Your Success

Chapter 13: Opt-In List Brokering
Set Reasonable Goals
Make Sure You Use a Reputable Broker
How Do Brokers Build a List?
Browse the Database and Target Your Message
Your Offer
Create Your Response System
Repeat the Offer
Case Study: Perseus Development
Cheat Sheet: Using Opt-In Brokers to Reach a New Audience

Chapter 14: Worksheets
Building a Plan One Step at a Time
Step 1: Define Your Audience
Step 2: What Action Do You Want Your Audience to Take?
Step 3: Develop a Strategy for Each Objective
Step 4: Quantify Your Objectives
Step 5: Write Copy
Step 6: Develop a Schedule
Step 7: Test
Step 8: Measure
Sidebar: Time/Contact Management Trick Use Filters
Questionnaire: Building Your Plan

Chapter 15: Twenty Recommended E-Mail Publications
Top 20? Says Who?
The List
1. My Music Boulevard by Music Blvd.
2. Internet-Sales
3. We Talk Business
4. Field of Dreams Spotlight Newsletter, by Deb Nyberg
5. LinkExchange Daily Digest, by MSN LinkExchange
6. What's New and Healthy Ideas, by Prevention magazine
7. WebPromote Weekly, by WebPromote
8. Market-L Discussion List
9. Geoff's Gems from
10. The Gnome Report, by Lockergnome
11. SparkLIST Tips Daily E-Zine
12. InfoBeat Daily News, by Sony Music Entertainment, Inc.
13. DVD Talk
14. I-ADVERTISING Discussion List, from Adam J. Boettiger,
e/y/e/s/c/r/e/a/m interactive, inc.
15. Seidman's Online Insider, by Robert Seidman
16. ICONOCAST, by Michael Tchong
17. Internet Stock Report, by Steve Harmon
18. Berst Alert, by Jesse Berst (ZDNet)
19. The Industry Standard, by IDG
20. Win at Mailbucks! from WinDough
Appendix: Idea Starters
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  • Anonymous

    Posted August 6, 2000

    E-mail with permission, do not spam your audience!

    Marketing With E-Mail is a quick reading that broadens your horizon by giving you a concise, to the point overview of the different tools available to market a company and its products/ services through e-mail. Permission marketing is the mantra of Marketing With E-Mail and her author, Shannon Kinnard. E-mail marketing, though important, is not a stand-alone communication channel. By offering your prospects and customers multiple response paths, you increase the probability that they will respond to your product offering. In addition, both Marketing With E-Mail and the companion web site refer to many resources that you can explore to get additional insights into that new field of marketing. Shannon Kinnard, however, does not cover the economics of e-mail marketing thoroughly. Case studies are not usually backed up by any in-depth financial analysis that should definitely convince you that investing in e-mail marketing provides a sensible return on investment and positively influences customer lifetime value. Hopefully, Shannon Kinnard will further share her (financial) expertise with you in the second edition of Marketing With E-Mail that will be released soon.

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  • Anonymous

    Posted May 19, 2000

    Marketing With E-mail is a Winner

    Marketing with E-mail is a great guide on how to use e-mail to market your prodcut and/or service on the Web. It discussed various options such as newsletters, newsgroups, opt-in e-mail services, etc. Excellent step-by-step guide on how to use e-mail to enhance your business.

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