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 News of December 8, 2009
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12/08/09
OK readers, time for a pop quiz: It’s the middle of the
fourth-quarter Christmas-shopping season and suddenly you’re
experiencing deliverability troubles with your outbound commercial
e-mail. This being a business issue, rather than simply tackle the
problem, we must assign blame first.
The blame for your e-mail troubles primarily should be placed on:
A) Your e-mail service provider (After all, they said their delivery
rates were among the highest in the industry. Liars. Pants on fire.)
B) The e-mail inbox providers who are bouncing your mail (You’re
Can-Spam compliant, so they should be delivering your messages no
questions asked, right? Let’s sue the bastards.)
C) Anti-spam zealots who run blocklists, such as Spamhaus (Who appointed
those holier-than-thou weenies to police the online world, anyway?
Let’s sue the bastards.)
D) The real spammers (Yeah, they ruin everything, don’t they?)
E) You (Who, me?)
F) Your boss (I told that barnyard idiot we shouldn't be mailing
18-month-old names. Now I’ve got to make some phone calls and clean up
after his/her sorry ass.)
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12/08/09
The first time I heard of the WIIFM principle was in an
interview with permission marketing guru Seth Godin.
“Everybody’s favorite radio station is WIIFM: What’s in it for
me,” he said.
I’ve since learned it’s a very old concept. It’s also a concept a
lot of PR folks and their clients/employers should learn.
I am forever receiving pitches that fail to take into account why anyone
would be interested in them.
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12/08/09
Online marketers’ e-mail lists are significantly larger
and their mail volume is higher this Christmas-shopping season over last
while open and click rates have held relatively steady, according to a
just released study by e-mail service provider
Silverpop.
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12/08/09
Goodmail Systems announced yesterday it has partnered with
TommiMedia, to embed TommiMedia’s instant video chat technology in
e-mails sent by companies using Goodmail’s CertifiedEmail—a program
under which senders agree to abide by certain non-spamming practices and
pay a fee to ensure their messages get delivered at participating ISPs
with graphics intact.
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