THE TECHNICAL & MARKETING ISSUES
OF PERMISSION BASED EMAIL


"For the past eight years, PeopleSoft has utilized the list consultation and brokering services of Marketry. Together, we have strategized, researched and identified lists that most effectively work for PeopleSoft's direct marketing programs. The relationship started with analog programs (direct mail) and in the past two years, has broadened to include digital programs. Marketry's staff not only possesses in-depth knowledge of the high-tech, e-business industry to be able to recommend targeted lists, but also embodies a "can-do," customer-service-oriented attitude that is just as integral as the know-how."
Serena Tantivitoon Direct Response Manager PeopleSoft, Inc.

When renting permission-based e-mail lists, there are a number of technical and marketing issues you should consider:

HTML vs. TEXT
Most, but not all permission-based e-mail lists can handle HTML messages. A few are text only. For those lists that can handle HTML, you must still provide a backup text message for individuals who can't read HTML or want to print a text version.

In addition, some list owners cannot provide the hosting for HTML e-mail messages. The most efficient process is to have a third party host the graphics, (if you can't host them yourself). This means that Marketry cannot work with separate files for the copy and GIF or JPEG graphics. The HTML messages must be sent with the graphics hosted and assembled with the copy.

The preferred approach is for a hosted, complete HTML message to be forwarded to Marketry via e-mail as an attachment. Another acceptable method would be to create a unique URL to access the assembled, hosted message and forward the URL to Marketry.

LINKS
All links must be "live" when the message is sent. When the recipient clicks on a link and goes to that page, you should be sure to have a link to your home page appear. It is also a good idea to have a policy link on the home page and to have a clearly stated privacy policy. In fact, many list owners require this privacy policy page before they will rent their lists.

SUBJECT LINE
This is an important part of your overall e-mail marketing campaign. Think of it as your envelope tag line or space ad headline-the goal is to have your e-mail opened and read. A well-written, enticing subject line will help achieve this goal.

FROM LINE
Some list owners want their name in the "from line" of an e-mail message and will not allow you to insert something of your own choice. Others force you to put your company name in the from line. The variable here is related to how a particular list owner interprets who they see as the sender, related to Can Spam compliance. For those lists that do allow you to insert something of your choice, remember that it generally cannot be an e-mail address.

LENGTH OF E-MAIL
Unlike what we've been taught about traditional direct mail, when it comes to e-mail, shorter is definitely better than longer. Try to hold yourself to copy that would roughly cover an 8 1/2" x 11" sheet of paper or two "screens" worth of data. The goal should be to lead the reader to clicking onto the hyperlink where more information exists.

SEED NAMES
You'll need to provide some seed e-mail addresses for text approval and tracking purposes. Be sure to include yourself and at least one other individual in your organization to "proof" the test transmission before giving final approval.

SUPPRESSION ("DO NOT EMAIL) FILE
Part of complying with the Federal Can Spam law includes providing a list of email addresses from individuals that have previously "unsubscribed" or otherwise indicated that they no longer wish to receive email communication from your company. Providing these is an absolute necessity, if you are a new company, or a company brand new to email marketing a "one time" waiver can be signed. Maintaining and updating your do not email file is of the highest priority, an updated list must be provided every ten days. The maximum federal penalty for non-compliance is $11,000 per individual email.

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Phone: 425-451-1262        Fax: 425-451-1941

THE TECHNICAL & MARKETING ISSUES OF PERMISSION BASED EMAIL

THE TECHNICAL & MARKETING ISSUES
OF PERMISSION BASED EMAIL