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| May 8 2003 Dear Reader, Welcome! Whether you're looking to generate business leads, market to teens/tweens or just get your message out via e-mail, we've got practical advice for you in this issue. As well an article with some average click- through rates and an index of the cost of e-mail lists. Nothing about the recent FTC conference on Sp*m -- I support the cause but haven't we all read enough about that already? Also -- I'll be in New York City May 19 and 20 for the ClickZ Email Marketing Conference. Send me an e-mail if you're attending as well and maybe we can catch up during a break. No publisher's note this issue -- just too swamped. But next issue I'll do a conference wrap-up -- so if you can't be in NYC later this month be sure to check out the May 22 issue to catch up on what you'll miss. Table of Contents 1. Learning to Market through Sp*m iMediaConnection 2. Emailing Teens and Tweens: Pitfalls and Opportunities ClickZ.com 3. The Anti-Sp*m Battle is Joined and Permission Emailers are Caught in the Crossfire: 7 Tips to Help Marketing Sherpa's Email Sherpa 4. From Suspects to Prospects: Solve the Mystery of Qualifying Leads MarketingProfs.com 5. Worldata Index: Email List Prices Fall DM News/Worldata 6. Exeunt Email List Rental Media Post 7. DMA Study Finds 1% Email Response Rate BtoB Sponsor  Content 1. Learning to Market through Sp*m Michael Mayor, iMediaConnection, May 5 2003 Rocket science? No. But Michael offers practical advice for making your legitimate e-mail stand out from all the junk. Six good tips covering everything from lists, frequency and time-of-day to format, from and subject lines. 2. Emailing Teens and Tweens: Pitfalls and Opportunities Paul Soltoff, ClickZ.com, May 5 2003 Do you target the teen/tween audience? I've recently begun working in this arena for a client and Paul's article is one of the most comprehensive I've seen. He introduces COPPA, provides a way to get some sample e-mails and includes lots of other links for more information. If you're targeting this crowd, this is a great source of information. 3. The Anti-Sp*m Battle is Joined and Permission Emailers are Caught in the Crossfire: 7 Tips to Help Marketing Sherpa's Email Sherpa, April 30 2003 More great practical advice for legitimate e-mail marketers. Includes ways to work with your e-mail vendor, your legal department and your customer service group to prepare them for any issues that may arise and guidance on filtering, relevance and cleaning your list. Must reading for anyone sending bulk e-mail today. 4. From Suspects to Prospects: Solve the Mystery of Qualifying Leads Tamara Halbritter and Kevin Sullivan, MarketingProfs.com, February 11 2003 Note: You may need to register to read the full text A great piece on how to effectively use an e-mail newsletter to generate leads for your business. The key is to put thought into the relationship, recognize the progression and act appropriately at each stage.  5. Worldata Index: Email List Prices Fall Kristen Bremner, DM News, April 29 2003 What's a fair price for an e-mail list? According to Worldata it's come down since a year ago. The DM News article gives a good overview of the findings for e-mail; the full Worldata List Price Index includes various types of U.S. Postal Service lists as well as e-mail lists. Good resource for anyone who rents lists - and for list owners and managers. Click on the title link to read the article; To get the primary source data visit: Worldata List Price Index for April 2002 vs. April 2003 6. Exeunt Email List Rental Tom Hespos, Media Post, May 6 2003 Speaking of renting e-mail lists...In this article, Tom advocates ditching outbound e-mail to third-party lists, a stance I tend to agree with. Somewhat controversial, but good logic and worth a read -- he makes the case. 7. DMA Study Finds 1% Email Response Rate John Obrecht, BtoB, May 6 2003 This is really just a tidbit, the full report will be available next month, but it's a good data point none-the-less. In addition to the average, BtoB talks about the industries that are performing well (number one is retail with a 1.8% response rate -- can you guess the two others that are beating the average?) and those that are underperforming. Closing Hope to see you in New York at the ClickZ conference May 19 and 20th! I'll be publishing again on the 22nd of May, including a publisher's note about what I found most useful at ClickZ conference. Until then... Best, Jeanne publisher@jenningsreport.com |
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The
Jennings Report
