the most popular online activity for personal and business purposes.
Properly handled e-mail communications solidify and bring together all
other aspects of online marketing endeavors. E-mail should be respected
as a primary factor in the success of an e-business. According to
Juniper Media Metrix, e-mail is used by 96% of the people online.
E-mail marketing in its purest form is interaction, speed, and communication.
No other medium has the power of communicating with existing and potential
customers like e-mail.
venturing into the Internet Commerce world should expect to participate
in e-mail marketing in the following ways:
channel e-mail management (responding to incoming e-mail messages):
from company employees to customers, potential customers, vendors,
and related businesses.
pre-formatted messages sent via autoresponders (mailbots) in response
to incoming messages/requests.
approval or denial notifications to customers (generally automated)
is an information, communications, and marketing tool, which in itself
explains why e-mail is so vital to businesses desiring to succeed online.
With the emergence of marketers searching for ROI (Return on Investment)
from their marketing efforts, email marketing could be the answer.
E-mail can be prepared and mailed to many recipients, like traditional
mailings, but e-mail has a few advantages over the traditional mail system:
expensive to generate
be directly targeted to groups who have interests in the subject matter
through company Internet research and opt-in lists
to Forrester Research®, the Internet is expected to generate 112 billion
more messages than the U.S. Postal Office in 2002. While this may
be true, companies need to be aware of the damage they can do to their
reputation if they allow e-mail messages to be sent from the company unprofessionally:
huge untargeted mailing lists that are often sold and masked as "large
numbers of potential customers for pennies." Randomly generated
mass lists of e-mail addresses generally result in delivering SPAM.
grammar, unplanned formatting, and lack of company standards on corporate
explained: 1) Traditional mailings to the masses are generally
done based on geographic segmentation variables. On the Internet,
psychographic segmentation is the primary key to successful targeting,
which is why sending to the masses becomes more complicated. Definitely
reaching large numbers of targeted customers is what marketers want, and
there are ways to do it professionally, ethically, and effectively, utilizing
e-mail. E-mailing lists need to be generated following research
and gathering consumer and customer preferences. 2) Companies spend
millions every year selecting the right letterhead to present the right
corporate image, yet few spend time generating company policies regarding
must make sure that they are generating positive, professional, desired
e-mail messages. To be professional, companies need to plan e-mail
into their marketing strategies.
"e-mail campaign" is a relatively new term in the sense of business terminology.
As recently as 1999, only a few corporate marketers acknowledged
email as a factor of their marketing campaigns. At the time the
Internet was new enough that businesses were in the infancy stage of emerging
into online corporate presences, and to many e-mail was a way of personally
communicating with friends and co-workers. Companies are since realizing
that e-mail is more than a method of personally communicating but a way
for corporations to personalize communications. Today, the
majority of corporations include e-mail as not only a portion of their
marketing campaigns, but as a key player. E-mail is used for B2B
(Business to Business) and B2C (Business to Consumer) marketing endeavors.
Failing to plan an e-mail marketing campaign is, as the old cliché
says, planning to fail.
So how are
companies including e-mail in their strategic marketing planning?
As with any element within a complete corporate marketing campaign, traditional
and/or Internet based, target audience should determine what actions are
taken. Here are a few examples of what other companies are doing
to integrate e-mail into their success plan:
Companies use opt-in e-zines/newsletters as a way of generating continual
contact with site guests. E-zines are also profitable due to sold
advertising within the e-zines themselves. Site guests opt-in
(sign up to receive) e-Zines/Newsletters so they can receive up-to-date
information on a subject of personal or professional interest.
Education and professional information on particular topics are what
persuade subscribers to request the e-zines and provide their e-mail
addresses. Once a site guest becomes a subscriber, the company
has increased chances that the subscriber will become a customer.
Customers generate income and companies can learn much more about who
is visiting their site through personal information voluntarily given
by the customer. Personally-identifiable information is valuable
to e-marketers for traditional marketing purposes: target
should always provide a way for site guests to opt-out of further e-zine
mailings. Opting-out is generally provided through a simple mailto:
link with a subject line of "Remove." Companies should honor requests
for removal if they desire to continue with a professional image.
E-zines are available in topics from automotive to medical to computer
programming, and yes, even in marketing. The topics for e-zines
are as vast as the topics for print magazines.
a few examples:
offers an e-zine featuring "jokes, tips, news, golf business strategies,
industry news, links to free golf products and more." Their
e-zine, The Golf EZine,
is delivered to inboxes semi-monthly. Of course, the e-zine
is targeted to golf enthusiasts and professionals and strictly features
golf-related news, products, and issues.
is a site by Michel Fortin, PhD. A professor of e-Commerce/e-Marketing
topics in Canada, Michel's site and accompanying e-zine, the Profit
Pill are devoted to information geared to needs of Internet
sends out a nightly e-zine from WashingtonPost.com
that updates politically-savvy individuals on electorial campaigns
and political issues. Site guests can register and receive regional
information, distributed by zip code, provided by the registrant (an
example of incorporating geographic segmentation into the online marketing
mix). Information on the site is available for both local
and national politics.
offers the World Wide Business Connection
monthly e-zine. The e-zine is filled with "exclusive finder's
fees opportunities worldwide, business financing, offshore banking
news, joint venture opportunities, import/export contacts, commodities
and international real estate investments worldwide (available/wanted)
each month." This particular e-zine is not free; it costs $60
a year to receive the information.
responses personally sent by employees
Companies with established policies on e-mail correspondence recognize
the value of consistency in corporate representation and image.
policies can include, but may not be limited to the following:
rules for subject lines:
Written in second person
Initial caps or standard sentence format
Omit the period unless complete sentence is included
Straightforward regarding content
Simple, not wordy
Clearly stated reward or benefit, when applicable
must be sent from a company server so that all correspondence by employees
for and in behalf of the company are sent to recipients from a valid
company e-mail address. Or employees must exhibit the ability
to set up a mailing using outside mail servers that appear to be coming
from within the corporation. In other words, if Jack wanted to send
an e-mail from home to a business client, he would need to know how
to configure his mail settings so that the e-mail was sent from Jack@companyname.com
instead of Jack@athome.com.
file (textual business card at the bottom of the e-mail) is included
with proper formatting.
must be grammar and spelling-error free. The professional image
of the company is on the line with each e-mail sent from employees
to the outside world, which corporate marketers are recognizing.
companies require in-house training on company e-mail procedures and
standards prior to allowing employees computer access and issuing
length standards. Some companies require that the longest character
line length be 65 words, to ensure consistent formatting when the
file arrives in an inbox, regardless of the receiving mailserver and
and Sales approval/denial messages
are messages set up to be delivered instantly for given occasions.
are generally sorted and distributed based on the incoming mailbox.
For instance, when an e-mail is received by the address firstname.lastname@example.org,
a preformatted email is returned with information generally thanking
the site guest for the inquiry, reinforcing the importance of positive
customer service to the company, and a time frame in which a real-live
person will respond.
system may also be programmed to return a "smart response" autoresponse.
The smart response is a fairly new technology designed to scan
the e-mail for keywords and then attach an autoresponse e-mail with
an electronically-guessed response to the individual's inquiry.
The responses are prewritten by employees and distributed into a database
for the smart response system to scan and import into the e-mail.
marketers should be aware that smart response systems have
been known to frustrate site guests as much or more than they help.
Smart response systems need to be fully tested prior to deploying
to the web environment for public use. If a smart responder
is instigated by a company, recommendation is given for the
company to also include an expected time frame for the site guest
to hear from a real-live-actual-living-breathing individual.
sales are attempted, autoresponders are sent to site guests with either
approval or denial messages. When sales are approved, site guests
should receive a message informing them of the approval, an expected
time for arrival, and information regarding specials, or an invitation
to sign-up for an e-zine subscription.
sales are denied, site guests should be greeted with an invitation
to order using other methods. For instance, if a credit card
was denied, the denial message should include information regarding
ordering by check, phone, e-cash, PayPal, or C.O.D. The denial
message should always greet the receiver in a positive, inviting
light and should include company contact information where they
can be sure to reach an actual person to answer their questions.
can be quite sophisticated in nature, especially when utilizing available
devices, and online registration forms for collecting relevant demographic
and psychographic information about site guests and analyzing what pages
customers stop at prior to purchasing or exiting the store. With
this data collected on registered users, companies can send the customer
information regarding specials, events, and offerings. Companies
should not include the customer into its mailing database if the customer
selected the option on his/her registration form not to receive further
messages from the company. Without an online registration form,
the company can see where site guests visit and what pages are receiving
the longest stays, but they have no ability to contact the visitor at
a later time.
is spreading word, telling others about a product or service.
Consumers writing to consumers is viral marketing in the new economy.
The Internet has sped up the time frame for receiving information and
communications. Therefore, a company can not afford to have negative
experiences being spread about them. The Internet provides an
open forum for free speech. Complaint sites have been created
and published online in regards to some companies and services.
Indeed viral marketing can be both positive and negative, and the Internet
extends the bad and the good for longer periods of time and to a larger
can also be used by companies to benefit themselves. Hotmail used
viral marketing to raise awareness about its services and have consequently
risen to the stronghold that they presently are on the Internet.
An example of implementing viral marketing: companies pay for
referrals through discounts. So one customer who forwards an e-mail
to another potential customer has "spread the word" about a service
rule: Answer all e-mails within 24 hours.
In order to meet the 24-hour rule, incoming e-mail needs to be properly
directed. What happens if a company receives a flood of e-mails
that they can't possibly handle within a 24-hour rule? This may
be a good time to invest in CRM (Customer Relationship Management) software.
There are many different CRM companies that handle all different types
of customer interactions and transactions. CRMs that focus on
e-mail management will ensure that e-mail is routed, tracked, and handled
appropriately. Customers expect to receive replies to their inquiries
within 24 hours. Twenty-four hours is a standard rule.
e-mail marketing campaigns are cost-effective and beneficial to both companies
and subscribers. "Response rates on email campaigns can outshine
traditional direct mail and can clock in at several times that of online
advertisements -- 15 percent or higher for well-crafted permission email,
compared to below 1 percent for banner ads, says research group IMT Strategies"
--Quote from eMarketing Magazine, September 2001
an e-mail list can be done in-house from direct contacts with customers
or can be purchased. According to Stephen Diorio, president of IMT
Strategies the return is 10 to 15 percent and on rented lists the percentage
drops to 1 percent. This is because the rented lists are often overused
and abused and become part of SPAM lists. Without a doubt, the most
professional way to gather a professional e-mail list is to build one
internally. Building one internally does take time. IMT Strategies
spent three years building a list of 10,000.
are benefits to establishing an e-mail list: 1) Obtaining
a highly targeted list of customers and potential customers, and
2) Messages are delivered directly to the inbox of the customer
as opposed to a traditional mailing where the message may or may not be
seen by the intended recipient.
a Subscriber List
a house is only as strong as its foundation, e-mail lists are only as
strong as the number and quality of its subscribers. Here are some
keys to promoting an e-mail list to get new subscribers:
an extremely simple sign up procedure for signing up for your e-zine.
Simplicity is the key. Require only an e-mail address to register.
At most, ask one other question. Present the invitation on the
home page. Some sites have found a pop-up window to be effective
as well when the page loads.
the e-mail addresses of your customers when they purchase products,
request services, or need customer service. Tastefully use their
addresses with respect. Do not sell their addresses and never
send them e-mail they haven't agreed to receive. When customers
proceed through the checkout process, ask to be permitted to contact
them occasionally with specials. If they agree, then they are
added to the list.
reciprical links from complementary companies so that your company and
e-zine can be given exposure.
some time and scan appropriate newsgroups and post announcements occasionally.
When posting to boards, include your signature file and web site address.
Include a very short statement about the e-zine.
to complementary e-zines. By contributing content, you can simultaneously
instill credibility with new prospects and subtly obtain new subscribers.
- If you
are able to find a list of a complementary company, be extremely careful
when you approach the list administrator or moderator because your sole
purpose is to announce a new list not to steal away their subscribers.
can also be built by promoting through offline marketing techniques.
(i.e. direct mail, brochures, etc.)
Obtain lists from list companies only if they have a double opt-in procedure:
Once someone signs up for an e-mail, the company sends an autoresponder
to the recipient's e-mail box, asking them to verify the desire to receive
the e-zine or other e-mail correspondence. Verification is generally
done by simply replying to the e-mail. Double verifications ensure
that the owner of the e-mail address actually desires to receive the
information and that he/she indeed was the requesting party.
server is a software program designed to receive, sort, and smoothly
disburse messages. The list server is at the origin of every e-mail
list. The most popular list server is called LISTSERV.
aspect of a list server is the ease of use. If subscribers know
how to send and receive e-mail, they have skills worthy of managing
a list through a list server. Messages can be previewed and tested
prior to deploying.
After an E-mail List
the year changes seasons so will e-mail list participants. Nurturing
the list and staying current with those opting in and those opting out
will ensure increased professionalism.
needs to be refreshed often. The focus of your mailings to those
on the list needs to be managed, tested, and updated to ensure the company
is meeting the up-to-date needs of its subscribers. Marketers
should be open to making adjustments when needed.
current customers is less expensive than generating new customers.
Nurturing your e-mail list will help previous customers become repeat
customers. If ROI isn't occuring after solid testing, try a new
format, new content, and receive input from your target audience before
making any definitive changes.
an e-mail marketing campaign, companies should plan for distribution of
e-mails once responses start coming in. In planning how e-mail messages
should be directed for response, use the following as a guide:
and post a FAQ page. A FAQ page enables companies to list anticipated
questions and answers from site guests which is a great way to prevent
an onslaught of e-mails that can be handled without extra effort.
Keep in mind, however, that FAQ pages are often viewed as "time hogs"
by site guests and therefore a "search" feature in the FAQ section would
information should be easily accessible. Businesses should make
it as easy as possible for people visiting their site to find all the
contact information and e-mail addresses of organizational employees.
Providing e-mails for easy contact helps companies and consumers save
time. The customer does not have to guess where to send the e-mails
and employees do not waste time redistributing e-mails to the right departments.
a text e-mail link on every web page. Providing a mailto: link on
web pages gives site visitors easy access to instantly contact the company
without having to type in the e-mail address. Unless, of course, the visitor
does not have his/her e-mail server information in their browser preferences.
should clearly spell out the e-mail address, as shown:
of not displaying the e-mail address as part of the text (What not
the Sales Department
of displaying the full e-mail address (what to do):
complete address displayed, site guests know ahead of time where their
e-mails are being sent. Visitors without the right browser preference
settings can still take advantage of the mailto: link by cutting and
pasting the address into their e-mail program.
additional e-mail addresses. In most cases, Internet Service
Providers (ISPs) or Web Hosting providers offer services to create a channel
that will direct e-mails to one or more addresses. For example,
all emails sent to email@example.com could be automatically forwarded
to the secretary's e-mail. ISPs and Web site hosting services should
help companies create this e-mail direction system. Companies can program
their own mail server software to configure the addresses if the mail
server resides within the company. The only caution companies need to
be aware of in setting up this e-mail network is to be careful that e-mail
messages do not fall through the cracks in their e-business walls. To
ensure this doesn't happen, a lead person for each e-mail account should
In many ways,
e-mail is more personal than direct mail. It is a one-to-one medium
that arrives on the computers of people at work or at home. As with
all mediums e-mail has certain do's and don'ts. You need to be versed
in all basic netiquette practices--which are traditions that have become
rules in polite and courteous online communication.
As an emarketing
professional you can't afford to overstep your bounds and not use netiquette
in your marketing efforts. If you do, you will put yourself and
your company in a risky position for potential flaming. Flames are
direct angry e-mail responses to offensive messages that resemble an explosive
weapon of words and phrases.
glance, it would seem that people would use common sense netiquette when
they e-mail someone. However, seeing e-mails blitzed all over the
net with netiquette errors is not uncommon. More often than not,
poor netiquette occurs due to a lack of education more than malicious
Rules for e-Mail Correspondence
are basic e-mail rules that are essential to effective online marketing:
messages short. People are bombarded on a daily basis
with an abundance of information. People don't have time to read
a scientific dissertation about your business. Present your point
quickly and you will have a better chance of it being read.
type in all capital letters. Even if you are trying
to draw attention to a particular phrase, do not type in all capital
letters. Remember the only thing it accomplishes is a negative
connotation, reflecting on the sender. In addition, if your e-mail
correspondence can be construed as either negative in nature or
as flaming, consider how quickly viral marketing could spread your new-found
reputation. A negative e-mail can be forwarded as quickly as hitting
the send button to multiple recipients. As a result, irreparable
damage can be done with just one emotionally-driven message.
established policies. When a company receives a negative
e-mail or flaming message, policies need to be established for handling
the returning correspondence. Some companies may have one individual
or a small team assigned to the duty. Amazon.com
management believes positive customer service is so important that they
place some of their most talented staff on the task.
Marketers should stay away from over using punctuation to add inflection
to a sentence. In most cases, especially in business, cutesy keyboard
symbols come across extremely unprofessional and inappropriate.
It would be better for companies to focus on the message and express
thoughts in words rather than symbols. "Cutesy" symbols are faces
drawn by keyboard characters when corresponding in e-mail and chat rooms.
And while smiley faces in e-mail look cute, they are generally frowned
upon in professional correspondence online. Remember also that
that ALL CAPS means you are screaming. If however you are
interested in the semantics of smiley faces for personal e-mailings
or online chat sessions, or if you are merely wanting examples of what
we are talking about, here are two sites to guide you through:
using common Net savvy acronyms.
Companies do not need to use IMHO in place of "in my humble opinion"
or BTW in place of "by the way." Using acronyms may confuse those
receiving the correspondence, which is especially true when you consider
that messages have the potential of being sent world wide and reaching
a variety of audiences. Professional messages need to be clear,
concise, and complete.
lines need to be clear. Subject lines need to be clear,
free of slang, to the point, and offer keywords shared in the content
of the e-mail message.
Presentation. Company image needs to be
protected. Not that every e-mail should be written like a litigation
document. But e-mails should never have poor grammar, misspelled words,
or unfinished sentences. Company and contact information should always
Politeness as Your Guide.
Every message that your company sends out to the world of prospects
and customers has an instant stamp of positive or negative impression
associated with it. Always write positive weighted e-mails no matter
how your day is affecting your mood.
the practice of generating SPAM.
In the beginning stages of Internet and e-mail, sending unsolicited
commercial e-mail, known as SPAM, was common for businesses to do.
Thousands of lists were created from unsuspecting individuals at Internet
newsgroups and sold for profit. Unfortunately, e-mail is open
to poor business practices like anything else--98% of businesses use
e-mail wisely and generally have good intentions while 2% see SPAM as
a pathway to gold and use it unyieldingly. If a business wishes
to remain legitimate and credible, they will completely avoid sending
SPAM. The industry is taking steps to counter act SPAM through
a joint effort called Responsible Communication Alliance (RECA).
Their mission is to establish and promote professional online marketing
standards. The following are errors to stray from:
to remove or slow at removing an e-mail address from an e-mail list.
offensive, falsely advertised, and unethical messages.
unsolicited bulk e-mail.
a reply link that doesn't work, so people who get messages contact
Forms of Communication. In some circumstances, contacting
customers by other means other than e-mail may be a necessary, more
professional option. Taking the time to contact customers by phone,
fax, or traditional mail may be a great opportunity to build trust and
relationships with customers.
initiating a massive e-mail campaign, an online director may consider
whether to send e-mail messages in a text or HTML format. Actually,
offering both options can be better. So what are the differences
between HTML and text-based e-mails?
HTML e-zines arrive in inboxes, formatted like web pages complete
like the flexibility that an HTML message gives them, while others
prefer text because an HTML file can take longer to download and it
takes up more file space.
Text-based e-zines arrive in inboxes as other ascii text messages
- simple text. All e-mail programs have the ability to receive
and Spacing of Lines
ever tried to read an e-mail with unbalanced spacing? E-mail messages
with unbalanced spacing are difficult to read. One way to ensure that
e-mail lines are evenly spaced is to type text-based e-zines with no
more than 65 characters per line. Limiting line length will enable more
e-zines, establish the page by creating tables that are 595 pixels (or
less) in width. Five hundred ninety-five pixels print well on
most printers without truncating text on the printout.
Carbon Copies (BCC)
an e-mail campaign and sending e-mails, addresses need to be kept private
by being placed in the BCC field. If addresses are included in
any other field, they will be seen by all who receive them. Even
more importantly, displaying all addresses of recipients opens mailing
lists to the public for the potential of being picked up by others and
exposing addresses to the possibility of being added to SPAM lists.
be aware that when all messages are in the BCC field, some e-mail programs
will warn recipients that the message they receive may be potential
SPAM. If companies experiencing these effects, investing in a
professional e-mail distribution server may solve the problem.
as an alternative to purchasing an e-mail server, the error can be avoided
by adding at least one address in the TO:
field, but this practice isn't recommended because the message will
not appear to be personalized to the recipients receiving the message
in the BCC field. In addition, the recipients will likely know
their e-mail address is located in the BCC field and if they click "Reply
to All," they can reply to everyone in the list.
Test e-Mail Messages
that spend a lot of time writing copy, gathering e-mail addresses, and
building a network system cannot afford to have errors in the content,
formatting, or delivery of the message. Therefore test the e-mail
in-house prior to deploying it to others. The e-mail messages
should be tested on different platforms and in differing software programs
designed for receiving e-mail.
receiving the message and then send either the HTML or Text-based message.
By fully testing the e-mail, the company can preview both versions of
in the message.
e-mails include audio, video, or animation features. The greatest benefit
to utilizing this new technology is that it increases interactivity
between advertisers and the audience. Rich media also increases the
ability to extend the marketing message. According to Brady Brewer with
www.Avenue.com, "Rich media e-mails
are more likely to have pass-along value, thereby extending the reach
of the marketer's message." Although many statistics show the effectiveness
of this medium with its 7 percent click through ratio (CTR), rich media
e-mails are still in infancy due to cost. According to Jupiter Communications,
the per customer acquisition cost of marketers using rich media email
ranges from $70 to $100. Be forewarned, rich media e-mails take longer
to download. Know your target audience and the potential willingness
to wait for the message prior to implementing a fully rich media message.
Line: What Should you write?
it about subject lines that causes people to click on one e-mail solicitation
over another? Following are four elements of effective subject lines.
sending e-mails, legitimacy is important in order to build trust.
Company legitimacy can be established through the sender's e-mail
address. The recipient should see the company domain from which
the message originates in the sender's e-mail address. Sending
an e-mail message from a Hotmail or Yahoo account will not carry the
use mailing lists from a targeted opt-in mail service (such as YesMail,
NetCreations, or MyPoints), then the company may consider using
one of these domains as the sending address. The decision would
depend on where the subscriber registered for the newsletter.
If the subscriber registered through the web server of another company
(such as those listed), the recipient may not recognize your company
name when the e-zine arrives.
any profusion for readers by emphasizing the benefits to the recipient.
The subject line should state a clear offer, reward or benefit.
straightforward and specific in your message whether you are offering
coupons, free stuff, or discounts.
basic fundamentals. Make sure the grammar is correct, speak to them
in second person, don't use all caps or multiple exclamation points,
and if the you don't write a full sentence, leave out the period.
File (sig file)
you would sign every business document with your signature in the real
world, the signature file accomplishes the same thing in the digital
world. Signature files are automatic and provide a great marketing tool.
A sig file is a digital business card that is automatically included
with every e-mail, e-mail list message or newsgroup posting that you
files were mentioned earlier when listing how to handle messages sent
personally by employees. Here is the summary of what elements
make a good signature file:
files should be formatted using no more than 5 or 6 lines, including:
Name, if applicable
address (possibly, depending on standard procedure set by company).
The inclusion of an e-mail address within a signature file is a topic
of debate among Internet marketers. Some argue that the e-mail
being sent contains the address and yet others argue that including
the e-mail address within the signature file is both convenient and
professional. Consider including an e-mail address if the message
is being sent using a LISTSERV, mailbot, or any auto response. Signature
files can be created in Microsoft Outlook Express or Netscape Communicator,
or any other e-mail services such as Hotmail or AOL.
employees following the same standards of: Font face, font color,
additional embedded images. If a company logo is required to
be sent within the signature file, the image should be provided on
the web server of the company so that employees are able to add the
img tag with the appropriate path to the image within their signature
More and more companies are providing a pre-defined template for employees
to plug their information into and include in their e-mail correspondence.
Providing the template further ensures the continuity among signatures
being sent from the company.
Here is a good example of a properly written signature file:
The key to your eMail Success.
1 - Signature File Exercise
A signature file is a little ASCII text file.
A .txt file created in a program such as Notepad is an ASCII
text file. This file is configured in your browser (if you use your
browser for sending mail) or the e-mail program you use to automatically
attach itself to the bottom of your e-mail message.
are as many directions for configuring e-mail programs to attach signature
files as there are programs. So for the purpose of an example, here
is how you can configure your Netscape browser to attach a signature file
to every e-mail you send through Netscape Messenger:
Netscape, click Edit, Preferences.
the left-hand side of the Preferences dialog box that
appears, double click on "Mail & NewsGroups"
click on Identity and look in the right hand side of the
Find the input box for a Signature File.
Select the "Choose..." button and locate the file you created.
Outlook Express, double check to make sure you have entered Outlook
Express using the right identity by clicking Switch Identities.
From within this dialog box you can add a new identity or manage the
identities in the program.
you are sure the identity is correct, click Tools, Options, Signature.
click New and type the signature file you desire in the
Edit Signature dialog box - or- you can browse to a file on your
computer to attach.
Activity 2 - E-zine Creating
a featured article in each e-zine around the topic of interest
space for advertising, although the advertising should not be the focus
of the e-zine
others to contribute relative articles to the e-zine. Receiving
input from others is positive marketing practices as you can,
in turn, share an article in complimentary e-zines with others.
an e-zine is a time consuming undertaking. There isn't a soft
way of saying it. E-zines are extremely time consuming, and companies
should consider hiring personnel to strictly handle the task.
need access to a good mail server that has a connection to a database.
The database should be stored with both the lists of e-mail recipients
in one table and the zines in another table or many tables.
need to stay with the intended focus of the e-zine, employees need to
have a savvy interest in the topics the e-zine covers.
Part A - Text-Based E-zines
To create an E-Zine, you need a text editor with a spell checker.
Keep in mind that the spell checker will not save you from using words
that are often confused for one another such as "effect" and "affect"
and other grammar errors. You will also want to select a text
editor that has the ability to limit line lengths. The standard
line length is 65 words.
for Creating the Text-Based E-zine:
a text editor that has the ability to limit line lengths.
- Set the
line lengths to 65 characters
compiling the e-zine, double check the code for errors
away from the content for a day, then re-read the newsletter and have
someone else proofread it for you
all referenced e-mail addresses with "mailto:" The anchor tag for the
e-mail Bob@pretendcompany.com would be written:
all URLs clickable by linking them with the anchor tag
- Use headings
within your article to help site guests easily scan the content
sections within the article with <HR> tags or with dashes and lines,
again for the purposes of assisting others with scanning the e-zine
the e-zine on different platforms and through different email programs.
B- HTML E-zines
HTML e-zines are e-zines that arrive with formatting, images, tables,
and everything a web page can contain, the e-zine can contain.
Keep in mind that companies need to be aware of the limitations of
the e-mail programs their recipients use prior to implementing an
HTML e-zine. Although, most e-mail programs now accept HTML
for Creating an HTML E-zine:
e-zines are created with the same tools as other web pages.
pages in tables, limiting the width of tables to 595 pixels for distributing
and printing purposes.
images to a web server accessible to the world through either
an IP address or a descriptive URL.
adding images with the <img tag, include the full path
to the image. Be sure to include the http://
you send the e-zine, the images will display in the e-zine for the recipients.
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