NONE: ONLINE-ADS>> Controlled emailing
ONLINE-ADS>> Controlled emailing
Kim M. Bayne/wolfBayne Communications (kimmik_at_wolfBayne.com)
Mon, 31 Mar 1997 09:41:49 -0700 (MST)
Here's my two cents on those so-called 'controlled' bulk emailing services.
The truly good ones are few and far between. An 'opt-in' service does
*sound* like a good solution to the 'unsolicited bulk email' picture. But
then again, knowing how these services determine whether or not you are a
fit for a particular advertiser is another story.
'Opt-in' or not, email lists aren't much better than traditional direct mail
lists. (For that matter, I could tell you a few tales about direct response
lists that REALLY put list brokers to shame.) You'd *think* that on the
Internet with all the technological possibilities, they could do better.
They don't. Most email list companies are either uneducated or lazy,
sometimes because the technology allows them to be.
What they fail to grasp: keywords and general categories don't substitute
for real targeted sales lead qualification techniques. Determining if
someone is really a fit for a particular advertiser takes time and
resources...and those who want to sell you their list and make a quick buck
aren't interested in doing REAL list qualification work.
Now for those who need some entertaining reading on their lunch hour...
Bob Schmidt of Provider Marketing Group created pages for his view "In
Defense of Unsolicited Bulk Email - A Marketing Perspective." He recently
updated his site, since he mentioned the HTMARCOM list's return.
For those of you who haven't been to Bob's site, now's the time! He just may
show up at some congressional hearing on telecommunications laws and
unsolicited bulk email.
http://provider.com/framesbulke.htm
Here's an excerpt:
> But let's get right down to it, exactly how credible can a
> marketing expert be who refuses to acknowledge the obvious benefits of any
> given marketing technique?
Jim Sterne, you lucky dog. You're mentioned as one of those 'so-called'
marketing experts who doesn't like unsolicited bulk email. (Phew! I'm glad I
dodged THAT bullet!)
Gee, Jim, you have over 15 years of technical marketing experience, provide
services to Fortune 500 clients, present at international seminars
practically every week, and have authored TWO best selling books with
another one on the way. There's just no pleasing some people. <grin>
Someone once told me that you can't have ethics AND be in marketing.
(assumes redneck southern accent) Do ya think that's why Bob's so gosh
darned fired up, Jim?
Funny thing...experienced marketers DO make decisions ALL THE TIME based on
ethics and culture. And well they should!
But Mr. Schmidt also writes:
> While I do not hesitate to provide some "equal time" on this subject and
> argue the merits, I do not especially advocate the use of bulk email.
> Neither, however, do I begrudge the efforts of those who are experimenting
> to see if it works. We all need to know.
Bob thinks the jury is still out on this one (unsolicited bulk email).
I say, "The verdict's in."
And, yes, the bulk emailers ARE wearing Bruno Magli shoes. We have the
photographs.
Kim
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Kim M. Bayne, president kimmik_at_wolfBayne.com
wolfBayne Communications www.wolfBayne.com
author, "The Internet Marketing Plan: a practical handbook for
creating, implementing and assessing your online presence," 1997
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