The Works of Marketing with Ray INDEX
Oct 14, 2003 • Volume 3 Issue 18
What does the do-not-call registry
portend for E-mail?
So, the debate continues big time.
For the last several weeks I've included thoughts from others ... here is another.
An article by Carol Krol on behalf of BtoB's E-Mail Marketer Insight E-zine ... a piece I receive in my E-mail in-box.
This time, again, these guys have it right.
While Americans have made it clear they don't want telemarketers interrupting their dinner hour anymore, spam is seen as a bigger nuisance than telemarketing, according to a survey published Monday by InsightExpress, an online research company in Stamford, Conn.
Eight out of 10 people (83%) would like to see a government-sponsored program to prevent spam modeled after the national do-not-call registry implemented last Friday by the Federal Trade Commission and the Federal Communications Commission.
"While there's a definite outcry as far as telemarketing, we're at the precipice where spam is beginning to threaten another means of communication, which is e-mail," said Doug Adams, director of marketing at InsightExpress. He said participants in the survey said they received 16 times more spam than telemarketing calls.
But many in the industry think a do-not-spam registry for e-mail won't work and could potentially create more problems, particularly for business marketers.
The do-not call concept "has to be well drafted to incorporate the appropriate definition for commercial e-mail and unsolicited commercial e-mail," said Bruno Gralpois, group manager, Global eMarketing Strategy at Microsoft Corp., Redmond, Wash. While Microsoft supports anti-spam efforts, Gralpois said these initiatives need to "balance the need of customers to protect their privacy and express their preferences and the need of companies to communicate with legitimate customer contacts."
"It intuitively makes a whole lot of sense, but in practice it's a really bad idea," agreed Trevor Hughes, executive director for the Network Advertising Initiative's e-mail service provider coalition.
Hughes went on to note important differences between e-mail and telemarketing. With telemarketing, he said, one can trace the sender, and the cost of the call is borne by the sender. But with e-mail, one cannot always find the sender, and the cost is shouldered primarily by the recipient-in time spent and money paid for e-mail access-while the cost to the e-mail sender is minimal.
E-mail marketing company CheetahMail Inc., New York, is not convinced a do-not-e-mail list is the right solution.
"Further research is necessary to determine whether a do-not-e-mail list would be effective in curbing spam such as pornography," said Irene Pedraza, CheetahMail's CEO. "E-mail resembles postal direct mail more than it does telemarketing," she added. "Applying a method meant for telemarketing may have more complex consequences in the e-mail medium."
In fact, Hughes said managing access to a central do-not-e-mail database would be "next to impossible" and would likely backfire, creating even bigger problems. Spammers who gain access to the list, he said, would have access to an immensely valuable list of legitimate e-mail addresses. "It would result in spammers hitting those names even more frequently than they do today," he said.
Meanwhile, marketers of all stripes should acknowledge the popularity of the FTC's do-not-call registry, with 80% online registration, according to the FTC.
"I don't think anyone expected the significant customer reaction we've seen ... " said Microsoft's Gralpois. "We'll learn a lot in the next few months about what people really want to do."
For more about B-to-B visit www.btobonline.com/newsletters/.
. . . a loose thought ...
Optimal Conditions
When JoAnna Brandi was headquartered in New York and I in California we met.
This lady is one of the true nice people in our business. Smart, too! Knows her stuff. Her looooong suit is Customer Service. Yet, there is much more. And what follows is a piece from JoAnna that moved me. My guess is it will work for you, too.
Through the years I have been in business, I have had the opportunity to study with a lot of wonderful teachers.
One of them, Dr. Olaf Isaacson, author of the 'Entrepreneurial Elite,' once commented, regarding how things are at any time,
"All conditions are present for things to be
the way they are, and no
conditions are present for them to be any different."
Woah! For me that was one of those 'keeper' 'aha' phrases I promptly copied on to a sticky note and stuck up on the mirror. It's an interesting, non-judgmental way to view a situation. For instance when I look in the mirror and see more pounds than I want to, I think "conditions." So what conditions are present? The "too many calories" or the "too long sitting in chair" condition, or maybe it's the "didn't drink enough water" condition. Change the conditions, change the outcome.
Of course we are all waiting for "market conditions" to change, but while we are waiting why not take a look at other conditions in the organization that, if changed, would create a more successful and perhaps more bountiful outcome.
What conditions are in place in your organization that keep things exactly the way they are? What conditions are holding you back from changing to meet the needs of the future? Do your processes, values, relationships, or belief systems hold you back?
Does your culture, your training, your customer base (yes even that.) employee selection process, your assumptions, your accountant or your computer system keep you from opening your eyes to a new reality? Do the very things you pride yourself on put blinders on you?
What conditions might have to change so that you can create a workplace where people are inspired to come to work each day? How can you refine and intensify your vision to challenge and excite your people?" What conditions have to change so your customers will enjoy themselves more, come back and spend more money, bring their friends?
What's in the way of getting to where you want to be? What conditions exist? What conditions need to be different?
For many years I was an avid gardener. I would walk outside my house in the morning and look at the flowers, the vegetables and the trees. When they were not looking as good as I would like them to, I would ask myself "What conditions need to be different?"
Do I need more water, less water? Are the weeds taking over? Does the soil need to be turned? Is there a pest that needs to go? (Slugs were the bane of my existence at the time.) Am I fertilizing enough? Are the plants crowded, should I move something?
Your department is your garden. What conditions need to be different for you to see a different result - a different and maybe better outcome? Create the thriving environment where you rush to come to work in the morning!
Take care, keep caring.
You can reach JoAnna several ways; Phone: 561-279-0027, Fax: 561-279-9400. Her complete web site is found at www.customerretention.com And her E-mail for her E-zine; cclady@bellsouth.net.
... more Speaking of Speaking
In mid-November I'll be back in Central Europe, teaching DM to those formerly behind the Iron Curtain.
Stops include Zagreb, Croatia, Belgrade, Serbia and Podgorica, Montenegro. You may not recognize these names ... they were different from when you went to school. This, my 5th or 6th trip into this part of the world, has proven each time to be exciting and interesting.
When I get back I'll share a column or two of what I learned!
"It IS What's Next!"
It's become known as "the story".
I've shared it with a number of health care organizations, a database marketing business, a direct marketing firm, a publishing organization, a DM association - and several others. And I'm ready to bring it to your group. (Visit It IS What's Next!)
When you have a need for a 40-60 minute program, I'll give you this different, interesting, meaningful, warm and true action presentation. If you want a half-day interactive seminar, that can happen, too. For your club. Your company. Your organization. Your association. Your school or University. Any group you have. At any place. At any time. For any reason.
It IS What’s Next! is available to you as a Keynote Address. As a special program. As an opening or closing presentation. As a different / unique session.
Interested? Visit the web site @ It IS What's Next! And E-mail me Ray@RayJutkins.com and let's make it happen. I look forward to hearing from you. Soon.
Thank you!
... another Idea
New business friend Gerry Sacks of Houston, Texas sent me here. It turns out this leading information resource from the financial world offers a collection of marketing & sales ideas. Still, no matter your business, you will find good material here. Offered by 80+ experts (including me!) ... visit ProducersWEB.com
Anonymous
This is a wonderful approach, as you set your marketing budget for the next dozen months.
Anonymous says it this way;
"We're not in this to test the waters ...
we're in this to make waves."
"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.
Magic Marketing Minutes
Teaser Copy (Part II)
Teaser copy has both a positive and negative aspect to it. The negative is that the teaser identifies the package as Direct Mail.
The positive is that a well executed teaser can actually increase response by whetting the appetite. Here are 8ight things you need to consider if you elect to use teaser copy:
1. Make sure the copy relates to the offer. Don't use copy on the outside of the envelope to trick your prospect to get inside ... then not pay it off with a sound offer.
2. Make sure the teaser copy offers some kind of a benefit. If there is no benefit, then there will be no reason for the audience to get inside the envelope.
3. Does the teaser copy urge action? Does it ask your prospect to get inside and do something - now? It should!
4. Does the teaser copy tie to the opening of the letter and brochure? Make certain that it does. Make sure the outside ties with the inside.
5. Do the graphics and copy tie together? Do they complement your package? Or do they confuse the issue? Make sure they complement.
6. Does your Direct Mail package avoid imitation? Stealing ideas from others is good. Copying others is usually disastrous. Don't do it! Don't even think about it. Be original.
7. Does your teaser copy have a "YOU" attitude? Does it talk about what the customer and prospect are going to gain? Does it talk in their language? Make certain it does.
8. Does the teaser copy talk with the reader? Not at them, not to them, but with them?
8ight ideas for your teaser copy. Test them.