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| May 9, 2002 Dear Reader, You've probably heard of WebTV -- but how about Spam Radio? Read all about it (and click-through to hear for yourself) in this issue. Also here for you today, the DMA's (oops, I mean AIM's) take on appending and valuable legalese (2 items!) for e-mail marketers. Tune in and read on ... Table of Contents 1. E-marketing: The Myths of Control Groups, Quris 2. Reader Recommendation: 37 Email Tips Every Marketer Should Read Before Pressing Send, TargetX 3. Email Address Appending Best Practices for Marketers (draft), The Association for Interactive Marketing 4. Strange-but-True: Spam Radio is on the Air 5. Legalese 1: Advertising by Fax and Email: What Publishers Should Know About Electronic Marketing Law, Marketing Sherpa 6. Legalese 2: Burns Says Spam Bill Headed to Floor, Thomas 7. Netpreneur's Email Marketing Products Guide, Morino Institute Content 1. E-marketing: The Myths of Control Groups Katie Cole, Quris (for the DMA website), April 15, 2002 This is an analytical piece on control groups and sample sizes, deeper than most items in mainstream e-mail marketing publications. Katie recommends comparing e-mail subscribers to offline customers (people who haven't provided e-mail) to determine the effectiveness of different treatment/campaigns, rather than using an e-mail control group. I've worked with Quris in the past and been impressed. This is a good piece to read if you're doing (or thinking of doing) testing of any kind. 2. Reader Recommendation: 37 Email Tips Every Marketer Should Read Before Pressing Send Brian Wm. Niles, TargetX, May 2002 This is a white paper by TargetX; it's well done and includes lots of 'Oh, I know I should do that, but I sometimes forget to' items, in a simple-to-read bullet point format. You need to provide a name, company and e-mail address to read it, but it's a small price to pay. Note (once you get to the report) that you can also click on the link under the title to get a PDF version. Thanks to Lisa S. for pointing me to this resource! 3. Email Address Appending Best Practices for Marketers (draft) The Direct Marketing Association's (DMA) Association for Interactive Marketing's (AIM) Council for Responsible Email (CRE), May 6, 2002 (Note: Couldn't resist using all the names and abbreviations!) "It's not the DMA endorsing append. AIM is endorsing append. We're still an independent subsidiary," said AIM executive director Ben Isaacson. "The DMA process is a different process altogether. That's why it's not a guideline. I'm aware that this could be explosive. That's why we're calling it a work in progress." Explosive, yes. Like many, I'm not a fan of appending (I don't believe permission is transferable), and I don't agree with many of the 'Best Practices' (per Ben I won't call them guidelines!) put forth here. What do you think? If this is a work in progress, can we respond with comments? Maybe I'll try. This is a downloadable PDF -- 8 pages, no charge. 4. Strange-but-True: Spam Radio is on the Air Not an article -- but a website that's up for a webby. The streaming audio broadcast features a monotone voice with a catchy accent reading spam messages over new-age background music. You can also program your own from their archive of best (worst?) spam, organized into categories (porn, moneymaking opportunities, Nigerian scam spam, etc.). Too strange to miss -- pass it on! 5. Legalese 1: Advertising by Fax and Email: What Publishers Should Know About Electronic Marketing Law Anne Holland, ContentBlog/MarketingSherpa, May 1, 2002 Thank you to Anne, who got permission to post this memo from the law firm of Levin Sullivan & Koch, L.L.P. and the Newsletter & Electronic Publishers Association (usually only paying association members have access to these papers). It's a good reminder on fax marketing (yes, there are federal regulations here!) and a good overview on the state of e-mail marketing, including recommendations for implementing e-mail programs, overviews of state and federal laws and proposed laws, and test case studies. Anne's ContentBlog is a great resource ... as are all her e-mail newsletters. Consider subscribing to one or more while you're at her site. 6. Legalese 2: Burns Says Spam Bill Headed to Floor Press Release, Senator Conrad Burns (R-MT), May 1, 2002 Note: We removed this hyperlink in mid-August 2002; they must have pulled the press release off the Internet, because we got a 'page not found' error when we tried to use it. We'll see. S.630 is scheduled for mark-up on May 16, 2002. Originally introduced in March 2001, this bill titled 'Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act of 2001' is one of eight pending pieces of legislation involving e-mail marketing. It's geared toward the worst kind of spam and (among other things), makes false subject lines and unsubscribe mechanisms that do not work illegal. Civil fines (which triple if the violation was willful) and misdemeanor criminal penalties are the stick here. It'll be interesting to see what happens at the mark-up. We'll keep you posted. Click Here and search on bill number 'S.630' or word/phrase 'can-spam' to get the full text of the bill along with status and references from the Congressional Record 7. Netpreneur's Email Marketing Products Guide Netpreneur's AdMarketing List, Morino Institute, 2002 While it's by no means comprehensive (how can it be, the market's too large and it's changing all the time!), this is a useful guide which focuses on ASP/service bureaus, do-it-yourself solutions, full service providers and licensed software solutions. It provides lists of vendors, along with descriptions of their services and contact information. In addition, the back has an FAQ section to help you ask the right questions and understand the technical lingo when you interview vendors. Best of all, this 26-page PDF is free for the taking when you register! Thank you, Netpreneur! Closing Thanks for reading! If you're at the ClickZ conference in NYC May 20 and 21, please grab me and say hello. I'll be speaking Monday at 2 PM, and hanging around listening the rest of the time. Look for the next issue of this publication on May 23, and feel free to e-mail me if you run across something worthy of inclusion. Jeanne mailto:publisher@jenningsreport.com
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The
Jennings Report
