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Subject: re: UKNM: re: uknm: targetted email capaigns.
From: ben
Date: Fri, 3 Dec 1999 12:51:52 GMT

"targeted" doesn't mean "opt-in".

Have a look at the dmon (Direct Marketing Online) newsgroup to see what the majority of
"targeted" email campaigns are.


> ** Original Subject: UKNM: re: uknm: targetted email capaigns.
> ** Original Sender: "gary pharo" <garypharoatengland [dot] com>
> ** Original Date: fri, 03 dec 1999 11:16:16 0000

> ** Original Message follows...

> on thu, 2 dec 1999 16:48:52 ray taylor wrote:
> >a "targeted" email campaign is like a "polite" smack in the gob.
> sorry ray, but i disagree entirely. if the mail campaign is targeted at people who have 'opted
in' to an e-mail, then they do not accept this as a smack in the gob.
> for example, if chinwag included a link to a site that provided comprehensive demographic
info on the top 100 sites in the uk, i am sure that we would all want to visit that site.
> three things are achieved - the recepients get information they want..the client gets a good
quantifiable response...chinwag gets a good rate for the campaign and a satisfied client that is
likely to return and spend again. that is what i call effective marketing.
> us research shows that targeted permission based e-mail marketing achieves upwards of a
10% click rate and that is not something that any serious e-marketing person can ignore.
> i think the biggest problem for most internet media agencies is that there is little or no
creative with online ads and therefore a huge reduction in billing values. if this then reduces
even further - as there is no need for any creative in a text based e-mail ad - where do the
agencies get their money from.
> hope this doesn't touch a raw one !!!
> regards
> gary
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