Presented by:
Ding Ming
Internet Marketing
!
Mail bombs!
Mitch
Jen
Mass mailer:
Spammer
Located in Orange city
Background (Details)
Business Ethnics Internet Marketing
Ethnic Issues: Challenge for Internet Marketer
About the Spam
UCE: Unsolicited Commercial E-mail
UBE: Unsolicited Bulk E-mail
Junk E-mail
Mass E-mailings
E-mail Bombs
----Unrequested and unwanted emails that advertising
Products,services,pornography,etc.
What Makes E-mail Marketing so Attractive?
E-mail is becoming universal
E-mail is incredibly cheap
E-mail can be personalized by computer
E-mail can be targeted to groups,
companies, or regions
E-mail(mass) marketing requires very
little effort
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Current Spam characteristics
Indiscriminate carpet bombing
Mostly marginal businesses
Mostly sent to netizens, com, net, and org
domains
Addresses harvested from web and usenet
Use of SMTP fan out
Illegitimate return addresses
Commercial software (Direct Mailing List)
Addresses sold by the millions
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Ubiquity--Metcalfe’s Law
The value of a network starts to grow at a rate that
is the square of the size of the network
The more people on line, the bigger the e-commerce
opportunity
What if all direct marketing was by E-mail?
DMA: $36 billion spent each year on postal direct
marketing
If use for E-mail: 13,000 messages per day for each
man, woman, and child in US
Simple economics
Cost of sending postal mail: $
Cost of sending E-mail: $
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Does Spam no cost?
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The very low cost on the spammer and the
real costs on the Internet users and ISPs.
Netizens’ attitudes to
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How to handle the Spam?
Pay for your commercial E-mail(P-mail)
Maybe you must make a choice before you send
the commercial e-mail in future.
Technical solutions & self-help
MAPS(mail abuse prevention system)
RBL (realtime blockhole list)
RSS (relay spam stopper)
TSI (transport Security Initiative)
DUL (dial-up User List)
Firewall to block some port
Filter spam use softwares more information
Berkeley Software Design, Inc.
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Simple 6 ways you can do
to make Spam at bay
Never respond to Spam
Don’t post your e-mail address on
your website
Use a second e-mail in newsgroups
Don’t give your e-mail without
how it will be used
Use a Spam filter
Never buy anything advertised in Spam
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Global Boycott (net GPO)
spamrecycle@.
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Legislation Development
----The death of spam?
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But,a California law aimed at reining in unsolicited bulk e-mail
was deemed unconstitutional in June, A Washington law suffered
the same fate in March. CNET News Sep 15,2000
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in China
China cracking down on e-mail Spam; move
suppress dissident AUG 22,2000 Agency France-Press
北京市工商局面向社会(包括IT行业从业者)
广泛征求意见，将对利用电子邮件发送商业
广告的行为进行规范。 详情请看
Harris’ Lawsuit
Early July 2000, Marketing research firm Harris Interac-
tive, get listed on the RBL, It decided to not only sue MAPS,
but also Juno, Microsoft, Netscape, AOL and everyone ISP
Of consequence that Blocked Harris’ e-mails polls from
being delivered. Harris alleged that MAPS unfairly black-
listed it as a spammer and that the ISP blocked Harris emails
to approximately of the users who joined a public
online surveys. Harris sought injunctive relief and monetary
damages.
After two months, Harris dropped its lawsuit against
MAPS and others ISPs. Resulted in a restoration of e-mail
service that enabled Harris to reach 98% of its net survey.
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The solution?
There is no silver bullet for the Spam issue.
P-mail maybe very difficult.
Some laws have helped, but can’t protect emails
that cross state and national boundaries.
Technology can be of value to block out some
UCE, But, as we have seen, branding a company
as a spammer can cause legal trouble.
Top 7 Reasons Not To Send Spam
You are spamming when you send UCE.
Spamming is generally not considered as a good business
practice. Spamming, especially to Internet centric
companies will actually negatively effect your company.
Spammers and their providers tend to be 'blackholed'.
Many Internet users consider Spam an invasion of their
privacy, People value their privacy, and if you are
invading it, they are likely to not only not buy from
you, but also tell others not to buy from you.
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In most cases you will loose your Internet account with
the ISP you Spam from. Most ISPs now have an
Acceptable Use Policy and Privacy Policy that you
agreed to when you signed up.
While Spam seems to cost very little or nothing to send,
you are actually passing the cost to the receiver. Just
think. How would you feel if someone sent you junk
mail by the post office but sent it postage due?
Spamming has a very low return rate. While a good
direct mail campaign can have a return rate of 1%,
spamming generally has a return rate of %.
. In order to get 1 person to respond, you would
have to send 10,000 e-mails.
What Road King can do?
Opt-in email vs Spam
Permission email strategy
Interactive, Asynchronous, Routable,Targeted,
Personalized, Trackable, Measurable.
of course--Ease of use, Ubiquity,Speed,Inexpensive,etc.
Source: IMT Strategies 1999
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<Permission E-mail: The Future of Direct Marketing>
The 210-page report is based on original research
in the form of interviews with:
403 customers, both consumers and business
e-mail users
Over 160 e-marketers
23 best-in-class marketers building successful
permission e-mail marketing programs
---IMT Strategies' research report
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How Road king beginning?
Kill the Spam mailer
--reference to “Top 7 Reasons Not To Send Spam”
Maybe use direct mail and advertising first
--to target potential customers
Build a website
--sell “travel” over opt-in email and web promotion
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Road King’s e-travel revolution
Use of Form
--opt-in & opt-out
News mail on traveling
Personalized service
Forum of traveling
Manage mailing list
… …
Traditional travel agents will decline as the internet grows.
Consumers are becoming more comfortable with online services.
For a long time, they were lookers and not bookers, but that is
beginning to change.”
---Jason Ader, Analyst, Bear Stearns
End
Thanks to ALL
