Dear Mr Guru...
April 2005
Table of Contents
  • News by Numbers 
  • Exodus 
  • Ward 
  • Souvenir d'Italie 
  • Direct Marketing 
  • Linked Resources 
  • Letter from... 

GOLD Archive

GOLD XX, Feb. 05

GOLD XIX, Nov. 04



Email DMLR*News

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.21
    I. News by Numbers.

    The crudest way to measure the impact of email newsletters is by the numbers...
    The present Web-based email newsletter has been delivered in less than two years by means of IntelliContact Pro list management software --see the first announcement on DMLR*News Lite No.6. Total account statistics show that DMLR*News have been emailed to the subscribers with such an activity: 2198 emails delivered, 695 opens, 124 clicks, 131 bounces!
    The numbers are big enough to be considered meaningful for weighing up the email news as medium. Now let's compare graphically these results with the average of all IntelliContact Pro users.
      DMLR opens (29.8%)
      avg. opens (14.3%)

      DMLR clicks (5.3%)
      avg. clicks (2.2%)

      DMLR bounces (5.6%)
      avg. bounces (8.4%)

      DMLR delivered (94.4%)
      avg. delivered (91.6%)

    Source: IntelliContact official reports for the period that ended April 14th, 2005.

    II. Exodus.

    Apple CEO and marketing whiz Steve Jobs has retained for 20 months his position as the highest-rated CEO voted by readers on the monthly Forbes (
    Asked why is Apple snazzy, he answers that "Apple's core strength is to bring very high technology to mere mortals in a way that surprises and delights them and that they can figure out how to use. Software is the key to that. In fact, software is the user experience."
    Long story short, we could consider Apple as the best example of business beginning to sell a brand (Mac) into different markets --PCs, consumer eletronics, music. In fact only 2% of personal computers worldwide are Macs, while 59% of MP3 players are iPods and 62% of paid music downloads are from iTunes Music Store. To understand this brand-exodus led by Jobs compare his statement to the Top 100 Brands worldwide where Apple is ranked 43 (+24 as percent change in brand value).
    PS. Since 1997 DMLR*News has been produced on an Apple's Powerbook with a bundle of programs that comes free on every Mac!

    III. Ward.

    "A Technique For Selecting Sites For Link Requests" by Eric Ward is the new article that I have added and translated the last month under the series of the best articles related to the Internet marketing. Who's exactly the author? Eric Ward founded the Web's first service for announcing and linking Web sites back in 1994, and he still offers those services today. His client list is a who's who of online brands. Ward is best known as the person behind the original linking campaigns for Books, The Link Exchange, Microsoft, Rodney Dangerfield, WarnerBros, The Discovery Channel, the AMA, and The Weather Channel. His services won the 1995 Tenagra Award For Internet Marketing Excellence, and he was selected as one of the Web's 100 most influential people by Websight magazine. Eric also writes columns for ClickZ and Ad Age magazine, and is the editor of LinkAlert!
    You can read his article on courtesy of the author --see on track VI below.

    IV. Souvenir d'Italie (pt.1).

    What did it matter 20 years ago in the Italian marketing arena? Which and how were the main trends and products influencing the markets? Which of them did survive becoming a must for the consumers behavior?
    These news belong to 1985!
    * Italians did consume 10 million meals out of home including workplaces (3m), school refectories (2,5m), and other communities as hospitals and jails (2m). Plus other 9m meals consumed between snack bars and restaurants... That year only 70 fast-foods were operating in Italy but 350 new openings were expected over the next five years.
    * The giant of downsizing (Weight Watchers) launched a brand new mortadella produced by Fratelli Beretta. That Punto line's product was promising only 210 calories despite 370 calories usually provided by mortadella.
    * Film director Federico Fellini was involved in advertising for two leading brands made in Italy. His short films will be highly criticized by the business columnists noting a lack of marketing communication in both stories created by him -- Campari and Barilla bamboozled? But on the second case it remains the evidence of repositioning the Italian pasta from a low image to a worldly consumption act.
    * Olivetti acquired majority control of Buitoni-Perugina group (Feb.). The takeover was described by the press as an Italian strange wedding between pasta/chocolates and typewriters or even "a quake on table". According to analysts that financial operation had to develop a business strategy for addressing Buitoni pasta-brand to the markets of frozen foods (pizza, minestrone) and prêt-a-manger.
    Read further Market's Memories on DMLR*News Gold No.17.

    V. Direct Marketing.

    What are the four basic functions of the direct response marketing? (Find answer on the next DMLR*News or go to MyQuiz).

    VI. Linked Resources.

    As follow-up of the letter I had received from Eric Ward, I put his website into the list of the best marketing gurus to be known online. Here's the text...
    Hi Roberto! I appreciate your interest.
    If you would like to translate any of my advice/articles and use it on your site, you are welcome to.
    All I'd ask for is author credit and a link to my site on any article you use. (...)
    Thank you and please let me know if I can help with anything else.
    Meanwhile, other two moguls have entered that list. They are Jim Collins, a management guru, and Lawrence Lessig, an expert on copyright. Visit that page and learn where their websites are located over the Net!

    VII. Letter from IntelliContact.

    Some subscribers to DMLR*News could have been erased from the list by error during recent changes occurred on --IntelliContact declined to comment but the preventive letter as follows:
    Hi Roberto,
    This is a reminder that IntelliContact Pro will be down from 12am midnight until 12pm noon on Sunday, April 3rd as we update IntelliContact Pro from version 2.0 to version 3.0. Any messages scheduled after 7pm on Saturday will go out as soon as the website is live again at 12pm Sunday, April 3rd. If you have any messages currently scheduled to go out during this timeframe we recommend re-scheduling them for either before or after the upgrade.(...)
    Thank you for your patience and we apologize for any inconvenience this upgrade may cause. We hope that you will like the new features and improved ability to send out professional and targeted permission-based marketing communications. Please let us know if you have any questions or require any assistance using IntelliContact Pro 3.0.
    My Warmest Regards,
    Brad Gurley
    Director of Client Support
    Broadwick Corporation
Copyright 2005 - All rights reserved (except where indicated). Issued: Feb.22, 05.
Roberto Dondi --word processing, HTML and the ropes.