Re: legitimate unsolicited commercial e-mail vs spam

From: Bruce Koren <bruce_at_citymarketing-sf.com>
Date: Mon 1 Nov 1999 01:09:55 -0800

David Ross wrote:
> I am writing a paper taking the position that legitimate
> unsolicited commercial e-mail (e.g. business to business, or
> directed at website owners, complying with proposed/actual
> federal and/or state legislation, with easy removal from
> mailing list, etc) should be distinguished from "bad" spam
> (e.g. fake return addresses, pyramid plans, pornography,
> etc.), and should be permitted (if not actually encouraged).

David,

Even though you didn't mention the buzzwords, I'm sure what
you're eluding to is "Opt-in e-mail" or "Permission
Marketing." This refers to one's ability to "register" for a
news group, e-zine, online newsletter, or even a
personalized portal page like My Yahoo. Many of these
online vehicles have subscribers select, or opt-in to a
final question which asks something like, "Although we will
never sell your name and e-mail address, if you would like
us to send you additional information regarding special
offers or news on related topics, check here." Personally, I
sign up for lots of things like this, because I like getting
information regarding online marketing. I have given the
advertiser permission to market to me.

This is a very different paradigm than what Seth Godin, in
"Permission Marketing," calls conventional Interruption
Marketing. You know, the advertising that Madison Avenue has
been pushing on us for the last 60 years. It interrupts our
TV, our radio, our newspapers, magazines, Sunday drives,
etc. And it's never targeted. Unless it comes in the form
of Junk Mail. They call it Junk Mail because 99% of it gets
tossed. An industry built on 1% response rate! Fact is,
opt-in e-mails routinely get 12 - 15% response and often as
high as 30%. So what's wrong with this picture?

I applaud your efforts to distinguish this targeted -- even
requested form of marketing, from the wasteful, annoying
spam that is a hold-over from traditional advertising
thinking, and encourage you to read Seth Godin's bible of
Opt-in e-mail marketing, "Permission Marketing."

Bruce Koren
bruce_at_citymarketing-sf.com


Bruce Koren
City Marketing
415 398.0303
http://www.citymarketing-sf.com
City Marketing, your official creative resource
for the new millennium.




Received on Mon Nov 01 1999 - 03:09:55 CST