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February 2003
Table of Contents
  • Déjà Vu? 
  • Marketing Search 
  • 1+1+1 Is 3 
  • Direct Marketing 
  • Linked Resources 
  • 1ite Puzzle 
  • Review: MarketingSherpa 

The GOLD Archive 2000:02

GOLD XI, Oct.02

GOLD X, Jul.02

GOLD IX, Apr.02


GOLD VII, Oct.01

GOLD VI, Jul.01

GOLD V, Apr.01

GOLD IV, Jan.01

GOLD III, Oct.00

GOLD II, Jul.00

GOLD I, May-00

Y2K, Jan.00

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Italian text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.12
    I. Déjà Vu?
    Delighted with DMLR*News? This is your copy of the report concerning a year of DMLR as Web-based email newsletter. Or how the community around DMLR is changing its profile made of subscribers, users or readers. The annual account tells that overall prospects were 80, but only 56 became regular subscribers to DMLR*News by sending their confirmation. The difference (24) means that those readers who did not complete the process represent more than one-fourth of the total prospects. Further details have been processed from messages sent by the new subscribers in 2002. They inform you on the sex of member, selected tongue, time of subscribing, email account (ISP):

      Male (72%)
      Female (28%)

      Italian (91%)
      English (9%)

      1st Quarter (28%)
      2nd Quarter (25%)
      3rd Quarter (29%)
      4th Quarter (18%)

      LIBERO/IOL.IT (13%)
      TIN.IT (7%)
      YAHOO.COM/IT/UK (7%)
      TISCALINET.IT (5%)
      EMAIL.IT (5%)
      Other .IT (34%)
      Other .COM/NET (29%)

    — The Subscribe/Unsubscribe ratio has been 5.6. Thus for every reader who left the DMLR list, 5.6 people did subscribe for the first time.
    — Déjà Vu? DMLR*News GOLD n.8.

    II. Marketing Search.
    2002 the search of marketing terms through the DMLR website has been going on intensively amounting to nearly one thousand registered queries (†). In fact the number of searches delivered to the Atomz search engine by visitors is a measurement of the degree in using DMLR as online support. Data are collected month by month as follows:

      Jan. (112)
      Feb. (104)
      Mar. (89)
      Apr. (92)
      May (118)
      Jun. (80)
      Jul. (70)
      Aug. (48)
      Sep. (61)
      Oct. (65)
      Nov. (82)
      Dec. (29)

    (†)Note: this statistic is counting only the contacts getting through the advanced search form available at
    So it ignores all the queries that could have come from many other pages where a simple search tool is arranged.

    III. 1+1+1 Is 3.
    The interactive question posed at the menu pages for the Italian and English sections is always aimed to know where has been entered from. 2002 I have gathered 130 responses from online visitors, so that the progressive situation at the new year's first week was modified slightly for some items if compared with a year before. This is the complete range of sources in order of importance —change points referring to Jan. 03 vs Jan.02 on brackets:

      Search Engine (77.7%, -0.1)
      Linked Website (9.9%, -2.6)
      Other Source --eg. Email (7.9%, -0.4)
      Other Web User (2.5%, +1.1)
      DMLR*News Subscriber (1.5%, +1.5)
      Other Media (0.5%, +0.5)

    To send your feedback about the 3 statistics recalled on this issue, you may now type your opinion onto the DMLR Guestbook after entering it from the front page. Any comment is welcome!

    IV. Direct Marketing.
    The DIRECT MARKETING glossary is available since July on DMLR, as English text, in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English on
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the e-marketing too (see GOLD n.10). Let's consider another example:
    TEASER is a "copy or even an entire advertisement designed to entice a purchaser and excite curiosity rather than close a sale; in direct marketing, this is primarily used on the envelope to entice the reader inside".
    Before the last holiday season probably you have been mailed from several non-profit organizations that were asking you to support their mission. Those mail pieces were mailing to you as individual —full name and right address!— and communicating an urgency by means of such a teaser in form of explicit message or logo or image put on the envelope itself. It has been taught that a good teaser increases the possibility a reader will open the envelope and pay attention to the content inside. Would you make it work out with your campaign?
    On the e-mail as one of the most effective direct marketing tools for nonprofits, I have selected a very exhaustive article by Vinay Bhagat, the founder and CEO of the Texas-based Convio, Inc., a leading online company for the nonprofit sector.

    V. Linked Resources.
    What is the teaser in a piece of e-mail? It is the so called Subject header. That means your email message will be probably selected and read if it has got attention thanks to the first words you had put on the subject line. For example, some experts tell to personalize as much as possible the words of introduction in that short space. And they advise to communicate as if you were knocking at the door and letting yourself in! An email equivalent? "For Anne, a brief message on our service" or "Mario, pls read your free sample of...". These subject lines are far different from Spam, if you noted... The spam-style is rarely addressed to a person, but to an email address only. Moreover the spam-style doesn't use to personalize the subject line with your name but it does like to command, eg. "Read this letter" or "Save on color printers".
    An article I have recently translated from US-English warns of the importance of the subject lines for employing better practices in email marketing: "...don't underestimate its power and its effect on the performance of your message".
    Read the whole article full of insights wrote by Clint Kaiser, an expert and founding partner of the email strategy firm Blue Ink Solutions.

    VI. 1ite Puzzle.
    Last month's solution, see the crossword scheme as 1ite Puzzle.
    Across. 1: gossip, 4: member, 8: one time, 9: am emb, 11: lull, 12: silicon, 14: interesting, 20: tech, 22: yoghurt, 24: index, 26: tommy, 27: revenue, 30: sme, 31: mister, 32: silent.
    Vertical. 1: google, 2: spell, 3: in it, 5: email, 6: beer can, 7: newsletters, 10: bond, 13: ie, 15: no games, 16: se, 17: tci, 18: ihn, 19: system, 21: except, 23: uly, 25: dante, 28: ems, 29: vei.

    VII. Review: MarketingSherpa.
    This new service allows you to find out one or more web sites at a time I have personally visited/tested.
    On this issue let's look at: "", that is supplying practical news on Internet marketing.
    - Web location is
    - Type of site: the Web location is a one-purpose site where a super-easy form allows you to select and subscribe among six newsletter concerning different fields of the e-commerce. They are B2B MarketingBiz for business-to-business Web marketing news — Consumer MarketingBiz for business-to-consumer Web marketing news — ContentBiz for media & new media industry news — Financial MarketingBiz — Marketing To Web Marketers for agencies and emarketing services — MarketingSherpa for online marketing news!
    - Means: the newsletters are a form of periodical or magazine that keeps informing the readers on selected news. The production of six different news for marketers should tell us that this publisher wants to deliver highly segmented contents via the Internet. This segmentation is the result of the existing of different professionals on marketing, each of them addressing its own interest to specific topics. A second advantage in segmenting content news is to reach targeted audiences thus sell better ads online thus attract much many advertisers. This value chain substains a typical model for the Web publishing today.
    - Web site: is copyrighted by MarketingSherpa Inc. and published by Anne Holland.
    - Demo: I did subscribe to Consumer MarketingBiz Weekly about two years ago, so this review is about that experience as regular reader of the kind of newsletter you may find rarely in the European scenario of the Web newsletter. Indeed this one releases case studies first. It's not usual to read about expectations, fears, goals, gains and losses from the proper owners or managers of the websites.
    Second the weekly newsletter is treating a case every issue so the story goes really in deep and follows an usual scheme of a) what the purpose was; b) what was done; c) what the results are.
    The core of the newsletter is the testimony of one or more persons involved in a Web project as authors, webmasters or owners. The main story teller trying to render the facts as real as they happened.
    In the past year they came on the scene various businesses and categories of products whose presence on the Web has been tested with a certain degree of success. Note: do not expect to find the same well known names of the e-commerce or e-business. On the contrary the real approach used by MarketingSherpa to pick and describe difficult challenges and original solutions helps discover many unexpected and undisputed names and websites that are operating with success in the local arena as well as in the US national market. (But sometimes the case study is fetched from the Europe, eg. Ireland-based Beaumont Hospital Foundation as of "Charity site rises traffic & donations w/Low cost Tactics" on Jan. 23, 2003).
    For the nature of the newsletter (free) and a not demanding time to read it I advise you to subscribe for a while and to compare the exemplified case studies to the Web marketing as you thought it be.
    - Rating: 14 out of 15 (for the email newsletter contents). Click here to join
Copyright 2003 - All rights reserved (except where indicated). Issued: 31.Jan.03
Roberto Dondi --word processing, HTML and the ropes.