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
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
"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
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
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 ...
When JoAnna Brandi was headquartered in New York and I in California we
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; email@example.com.
... 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
And E-mail me Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
... 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
This is a wonderful approach, as you set your marketing budget for the next
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
8ight ideas for your teaser copy. Test them.