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| May 27 2003 Dear Reader, Welcome! This issue has a good article on coding an HTML e-mail newsletter as well as the results of a survey of B2B marketers and an overview of a great presentation on managing your e-mail list as an asset. Oh, and my publisher's note has my highlights from the ClickZ conference last week in New York -- take a few minutes now to catch up on some of what you missed if you weren't able to attend. Enjoy! Table of Contents 1. Publisher's Note: ClickZ Conference Overview Jeanne S. Jennings 2. How to code HTML e-mail newsletters ReachCustomersOnline.com 3. It's Gonna Cost Ya Direct 4. Survey -- 729 B2B Marketers Reveal 2003 Results & Plans: Email & PR are Winners; Rented Lists Lose B2BMarketingBiz, Marketing Sherpa 5. Committee Chairmen Sponsor Anti-Sp*m Bill Washington Post 6. B2C Marketing: Are you effectively managing your most valuable assets? The DMA Sponsor  Content 1. Publisher's Note: ClickZ Conference Overview Jeanne S. Jennings, May 27 2003 What I saw -- and heard -- at the ClickZ conference last week. Highlights including ROI/list quality, choosing third-party lists, recommended reading, guidelines on HTML file size and more. A good quick overview if you weren't able to attend. 2. How to code HTML e-mail newsletters Tim Slavin, ReachCustomersOnline.com Thanks to Doug, a Jennings Report reader who steered me to this website! I frequently get asked about resources to help code HTML e-mails -- this is one of the few I've ever come across. His advice is right on -- although I was a bit disappointed that the link to his code sample was not working. If you program HTML e-mail newsletters or if you have someone do it for you, I recommend printing this out as a reference (I already have). 3. It's Gonna Cost Ya Kris Oser, Direct, May 15 2003 Do you rent third-party B2B lists? Then you'll want to read this article about how brokers are increasing 'add-on' fees on B2B lists, in some cases taking the final cost of a $300 CPM list to as much as $500 CPM. Buyer beware... 4. Survey -- 729 B2B Marketers Reveal 2003 Results & Plans: Email & PR are Winners; Rented Lists Lose B2BMarketingBiz, Marketing Sherpa, May 21 2003 I like articles that talk about what's working -- and what's not -- for others; it provides a context for the results I'm seeing with my clients. The results ring true to my experience -- 45% of those surveyed got great results using house e-mail lists; 56% said that third-party e-mail list rentals weren't working for them. In addition to e-mail, the survey covers USPS mail, public relations and webinars/webcasts and also breaks the data down according to the goal (sales lead generation, branding, etc.). If you're in B2B, it's a good resource.  5. Committee Chairmen Sponsor Anti-Sp*m Bill Jonathan Krim, Washington Post, May 24 2003 Will there be federal legislation this year? Sure looks like it. Here's a quick article about the latest bill introduced along with some background on some others that are out there. AOL is backing it, while some anti-sp*m groups feel it's too lenient. I think it's imperfect, but a step in the right direction. 6. B2C Marketing: Are you effectively managing your most valuable assets? From a presentation by Hans Peter Brondmo, The DMA, May 21 2003 Sounds like Hans Peter's presentation at the DMA conference earlier this month included some of the same material he presented at ClickZ (see my write-up in this issue's publisher's note). Here's a good over- view of one of his premises -- that your customers are an asset and that how you treat them can increase or decrease their future value. Great reading whether you're in B2C or B2B. Closing That's it for this issue. Thanks for reading. We'll publish again on Thursday, June 12. Best, Jeanne publisher@jenningsreport.com |
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The
Jennings Report
