20, 2002 Volume 2 Issue 11
Six Things You Need To Know
About Internet Marketing
(Bob Hacker is a long time business friend. He heads
a most successful DM agency, speaks at industry events, writes ... and
is a nice guy, too! A few weeks ago I found this article, by Bob. And
thought it worthy of repeating. Bob gave permission ... so here it is.)
You hear it everyday: "The Internet has opened up a whole new medium
for direct marketers. Web and e-mail are cost-effective ways to reach
millions for only a couple of cents a hit." Especially with last
November's mail-based terror attacks, e-mail is growing in popularity
But, there are still ways to screw it up that can torpedo your program
if you are not aware of them. Here are the six things you should be aware
of as you strategize, write, design and execute your next (and every)
1). Most users are still using dial-up connections. Keep this in mind:
86 percent of computer users are using dial-up modems at 56K or slower
as of July, 2001, according to boomerang.com.
2). What you see is not always what they get. When designing an e-mail
campaign, you should be aware that the recipient's e-mail or Web connection
is not necessarily the same as yours, or your designer's. You may see
a stunning HTML blast on your design station, but when your target receives
it (if they have some types of e-mail, such as Hotmail), they are limited
to the size. All they will see is a frustrating partial image or, worse,
your mailing will cause an error message on their end. Not a good thing.
Some of the most popular e-mail services do not support HTML at all. At
this writing, AOL's latest version accepts HTML e-e-mail is among them.
Send users of older AOL versions an HTML e-mail and all the reader sees
is a mess. And all you see is irate unsubscribe messages, or resentful
3). Step back from the cutting edge. Whether they are consumers or small
businesses, most computer users do not have the latest e-mail and Web
viewing technology. According to Boomerang.com, 65 percent to 70 percent
of consumers have HTML compatibility an somewhere between 75 percent and
80 percent of businesses can receive HTML. So, that great blast you have
planned with full orchestra sound, a mini-movie and dancing headlines
may not work on the typical dial-up connection, and it may actually tie
up your prospect's system for hours or crash it altogether. Even if you
are targeting only the Fortune 500 with that award-winning blast, remember,
many larger companies screen out large attachments for security reasons.
You are much better off going with the safer, less robust format that
will get read, than the gorgeous memory jammer that no one is going to
4). "Sniffers" can stink. "But we've got 'sniffer' technology
that avoids all these problems," say the techie whiz-kids. Sniffers
are great. They can often determine just the right level of technology
that exists at the receiving end. But, they are not always accurate. We
have had many reports of HTML messages not going through when they "should
have." The best response to this is to use lists that confirm HTML
compatibility and back a couple of notches away from "what's possible"
to "what your target can see." Remember, even if a sniffer detects
that the receiving system can handle your technology, your reader's machine
is what counts, and that is often not as advanced as the company's servers.
5). Audio often sounds better than it is. You are sitting at your desk
at work when you receive an e-mail from your favorite store. You open
it, anticipating a worthwhile announcement. Suddenly the office walls
reverberate with "DROP EVERYTHING AND COME DOWN TO SAVE! SAVE!! SAVE!!!"
Get the picture? Audio is slick, but it can be annoying, depending on
what kind of sound card and speakers your reader uses, it can be tinny,
semi-audible, not audible at all, or it could-again-crash your prospect's
computer. If you choose to send audio files, remember, they tend to be
memory hogs, so limit them to 10 or 15 seconds.
6). The subject line is the snipe. In a direct mail package, the snipe
has one purpose: to get the envelope opened. In an e-mail, the subject
line serves exactly the same purpose. If that 50-character come-on doesn't
get the reader to care, you lose. So, the subject line is worth putting
a great deal of thought into. Remember, your reader does not care about
your e-mail until you tell them why they should. And you have 50 characters
to do it in the subject line. Make them the right characters.
As with everything, there are innumerable ways to screw up Internet marketing.
But if you follow these six pieces of advice, you will be well on your
way to creating Internet programs that work.
For more information visit www.hackergroup.com
... and tell Bob I sent you.
... and Another Loose Thought
"All the great media adventures of the 20th century
have been visual,"
said Ed Needham, of Rolling Stone Magazine.
"Television, movies, the Internet, they're all visual
mediums, and I don't think people have time to sit down and read. The
gaps in people's time keep getting smaller and smaller, and the competition
is getting more intense. It's one of the facts of media life."
Mr. Needham is right. And wrong.
Visual and color and design have most certainly made a major impact -
especially since World War II. Yet, to say people don't have time to read
is like saying they don't have time to sleep. Not so.
People make time for things important - and with reading, things "interesting".
This has been true, is true today, will be true tomorrow.
BONUS: when you invite me to speak at your special event,
conference, corporate meeting or association gathering, you get
choice of 100 FREE copies of either my book, or the audio/booklet
direct mail package titled Magic Marketing Minutes!
Time is a great teacher.
Along with mentors. The boss, fellow-workers. Friends. Just being
around students at school, the members of a temple, mosque, synagogue
or church, an association or club. A friends company. The competition.
The neighbors. Kids. By osmoses much sticks.
My time in sales since age 12, in marketing and direct marketing since
graduation, have allowed me to have a few thoughts to share. They're
available in a collection of products. And you can own any or all!
There's a book - Power Direct Marketing - into it's 4th printing,
the last with a revise tossed in at no extra charge. And an audio
tape package that goes well with the book. Plus, a set of video tapes
that are true workshop style learning devices. And even a couple of
Programs on the strategy and tactics of planning. On direct mail.
The whole creative process. Database marketing. Customer relations.
And more. All available at special 21st century pricing.
For details and to place your product order, OR to book Ray to speak
and thus get your BONUS!, visit Marketing
Products. Or fax 1+810+815-2520. For questions on quantity orders
phone Ray at 1+928+785-9400.
For me it's fun to ask an audience, or anyone, to name the world's most
No one has every guessed Anonymous ... unless, of course, they've been
to my web pages. Or receive this E-zine.
Here's this weeks quote from that most famous Anonymous;
"The only difference between a rut and a grave is the depth."
Anonymous is tough this week!
"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.
... from Monday, December 17, 2001 B.C.
I'm ready to share this "new" concept with you.
And I'm ready to do it today. To book an hour or two or three to give you
this different, interesting, meaningful, warm and true action presentation.
To your club. Your company. Your organization. Your association. Any group you
A true and "live" message. It shares putting things in perspective.
i.e., first things first. You know, like many of us (including me!) don't do.
At home or the office.
This presentation is about how each of us, in our business lives and personal
lives, will get more out of life when we re-arrange our thinking. When our actions
mirror what we know we should do. Many think one way - act another. This set
is about how to do what we know we should - and do it every time.
Interested? E-mail me ... Ray@RayJutkins.com
and let's make it happen. Look forward to hearing from you. Soon.
". . . Learn like you'll live forever."
A quote from Mahatma Gandhi. And something I live by.
Planning ahead - I'll be at Direct Marketing Thailand August 2003. Learning
& speaking. You may wish to be there too. "Click
here" for the early news; DM Thailand 2003!
Magic Marketing Minutes
Segmenting Your Market
One of the key benefits of Admail is its ability to segment a marketplace,
in order to reach it more effectively with your message.
Here are a series of 6 directly related marketing concepts. They will
help you segment your market...they will help you analyze your prospects
and customers...they will help you understand their behavior towards you
and your products and services. They are the who, what, why, when, where
and how of direct marketing:
||What - the product, which is defined as
what is purchased. In other words, what does the prospect buy!
||Why - the objective, which is the reason
why the product is purchased. Why does this prospect buy this product?
||Who - the organization or individual who
makes the buying decision. Who actually buys the product? Who are
you selling to?
||How - the method of operation, which is
how the product is purchased. What is the process your prospect goes
through to buy from you?
||When - timing, or when is the product
bought? Is it time-sensitive? Is it a long or short buying process?
Are there a number of committees or others you need to go through
during this time frame? When equals timing.
||Where - the channel of distribution, which
is where the product is bought. Is there more than one place that
your prospect can go to become your customer? Do you have a number
of options on where you sell your product or service to your marketplace?
Getting answers to even some of these questions will help you reach
your customer base with a greater level of success for your next Admail
Ray on the Road
Ray is riding his Harley 15,000 miles in
46 days - around the outer edge of the 48 USA States, into Canada
- and back. With some back & forth mixed in.
Above, Ray & his best riding buddy Gene
are outside the Road Kill Cafe in Sturgis, South Dakota. One of
his stops on the 'Round USA and 46 day 15,000 mile ride.
The third check-point on the 4 Corner Ride is in Madawaska, Maine.
Ray poses at left with his Harley. After a 3422 mile run from Blaine,
For the complete story of the coast-to-coast
& 'Round America ride, "Click Here".