RE: ONLINE ADS>> Controlled emailing

Don Wahlig (don_at_narrowline.com)
Fri, 28 Mar 1997 13:36:43 -0500

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On Mon, 24 Mar 1997 at 23:19:04 Calvin from The Cybernet Group wrote:

>I say "phooey"!! Someone has to have the guts and tough skin to get

>the 'email marketing model' over the next horizon and I applaud

>any hard working entrepreneur who takes the initiative to step up

>to the challenge and puts his money where his dreams are!

Well said, Calvin. But let's give credit to NetCreations not only for
hard work, tough skin and guts, but BRAINS. Based on what I learned
about direct response marketing in several years spent toiling at
American Express, I believe NetCreations' business model is absolutley
the <underline>right</underline> one: right not only from an ethical
standpoint, but from a BOTTOMLINE standpoint.

The extraordinary (by ink-on-paper direct mail standards) measures they
have taken to protect their list recipients' privacy are simultaneously
creating some of the highest quality lists available to online direct
marketers:

- Opt-in only lists, with opt-out option clearly available on each and
every mailing

- List-specific opt-out feature

- Confirmation email upon sign-up

- Message content screening

- Regular list-combing to eliminate duplicate names

- Refusal to handle spam lists

These steps go well beyond the privacy-protection measures taken by
most direct marketers I am aware of. The beauty of NetCreations'
approach is that, while their list-buying customers may complain about
the smaller size of their lists, these direct marketers nevertheless
benefit from the high quality of lists purchased through PostMaster
Direct. NetCreations certainly deserves to receive a per-name premium
for these lists.

So, Rosalind and Ryan not only keep their list recipients generally
content (despite the inevitable hot-heads who opts in to a list, then
yells "spam!" when he gets the first message), but they maximize
profits as well. Sounds like a good business model to me.

Don Wahlig (don_at_narrowline.com) http://www.narrowline.com/

Director, Netcaster Relations Narrowline / New York

149 Wooster Street, New York, NY 10012 212-539-1200 (Fax:
1250)

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