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| November 14, 2002 Dear Reader, Not as many big reports as last issue, but still some great stuff. I found the articles on unsubscribes and e-newsletters full of the most practical advice; and the Avant|Marketer and Wall Street Journal articles are great pieces on the current and future state of the e-mail marketing industry. We're also featuring another poll, this one on tracking and reporting for e-mail, and my publisher's note touches on everything from marketing with e-mail newsletters to spam filters and Ghirardelli Chocolate. Welcome to another issue of The Jennings Report! Table of Contents 1. Publisher's Note Jeanne S. Jennings 2. The Great Unsubscribe Debate, Part I Opt-in News 3. The Fate of Permission Email Marketing, Parts I and II Avant|Marketer 4. Measuring Marketing: Why Doesn't Everyone Do It? eMarketer 5. Poll: Do You Measure Your Email Marketing Efforts? 6. Last Issue's Poll: Do you Support the Concept of Regulating Email at the Federal Level? 7. Maximizing the Potential of E-Newsletters BtoB 8. For Bulk E-Mailer, Pestering Millions Offers Path to Profit Wall Street Journal Content 1. Publisher's Note Jeanne S. Jennings This one is a hodge-podge; if you have any interest in Best Practices in Marketing with Email Newsletters, Paid Email Newsletters, Spam Filters, Double Opt-in, The upcoming ClickZ Conference in San Francisco or Ghirardelli Chocolate, feel free to click-through and read on. 2. The Great Unsubscribe Debate, Part I David Herscott, Opt-in News, November 2 2002 Every e-mail should have an unsubscribe, right? But there's more to an unsubscribe mechanism than you think. David's article does a great job in identifying the critical components of a good unsubscribe mechanism (there are more than you think!). He also provides sample wording to help you upgrade your unsubscribe. Not convinced? Click-through and see for yourself how much better you can make your unsubscribe process. 3. The Fate of Permission Email Marketing, Parts I and II Exclusive Interview with John Funk, CEO of Quris, Avant|Marketer, November 4 2002 Full disclosure: I worked with Quris a few years back and was lucky to spend some time with John Funk. He truly 'gets it' when it comes to e-mail, and this exclusive interview is good reading for anyone in the industry. He talks about the various ways e-mail can be used (customer acquisition vs. customer retention, stand-alone campaigns vs. e-mail newsletters) and where he sees the industry going. A very big picture view but with lessens we can all take back and apply in our work. 4. Measuring Marketing: Why Doesn't Everyone Do It? David Hallerman, eMarketer, November 12 2002 eMarketer is always a good sources of statistics and this article is no exception. Information on the effectiveness of different measurement tools, what mediums companies have tracking in place for and what companies see as the primary goals/objectives of their marketing programs are here. Not as much practical advice as I would have liked, but still a good industry overview with some sound statistics to pull into your next high-level presentation. 5. Poll: Do You Measure Your Email Marketing Efforts? Take a moment (3 questions or less!) and tell us what you are, and aren't, tracking, and whether you find it useful. You'll be able to see the results to date when you finish; we'll have an overview of the results in the next issue of The Jennings Report. 6. Last Issue's Poll: Do you Support the Concept of Regulating Email at the Federal Level? Thanks to everyone who took part! Response wasn't large, but here's what those who responded said: Just over half do not support regulating e-mail at the federal level; just over 12% were undecided, while 31% supported such legislation. Of those who support legislation, including the sender's name and offline contact information, requiring that unsubscribe links work and outlawing false information in headers were the most popular steps. Requiring [ADV] or another notation in the subject lines of all unsolicited e-mails was the least popular. Folks were undecided about allowing recipients to collect monetary damages, licensing bulk mailers and charging bulk mailers a per-e-mail-sent fee. 7. Maximizing the Potential of E-Newsletters Carol Krol, BtoB Magazine In addition to providing a short list of tips to maximize the effectiveness of your e-mail newsletter, Carol provides real-life examples of where e-mail newsletters helped make large dollar sales. A good read for anyone looking to use e-mail newsletters to sell products or services. 8. For Bulk E-Mailer, Pestering Millions Offers Path to Profit Mylene Mangalindan, Wall Street Journal, November 13 2002 Note: You'll need to be a paid WSJ subscriber to read the full article I liked the title of this article on the home page better: Spam Queen finds Path to Profit. This article focuses on a single Mom in Florida who expects to make $200,000 this year from unsolicited e-mails. She feels the Nigerian scam people are responsible for giving e-mail marketing a bad name; I think it's folks like her who are killing our industry. No matter what you believe, it's an interesting profile of this subset of our industry. Closing That's all for now. We'll be publishing the next issue early -- on Monday, November 14 instead of Thursday, November 28 (which is Thanksgiving). As always, thanks for reading! Jeanne mailto:publisher@jenningsreport.com |
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The
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