10 Years of DMLR
April 07
Table of Contents
  • NotOnlyBrand 
  • E-mail Software 
  • Wikipedia 
  • SMART 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive


GOLD XXXI, Dec. 06

GOLD XXX, Oct. 06

GOLD XXIX, Aug. 06

DMLR*News v.Email

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.33
    I. NotOnlyBrand.

    I've just issued the third part of the so called Nuntereggae Collection, intended as guide to acknowledge the favorite brands of Italians... Considerations put down into the personal memory and national history which include the King of Tapes, the Queen of Beer, the Prince of Luxury thru short anecdotes of the most nonchalant cult-brands for marketers. Here you can read a sample of it.
    Made in the USA. First time Uncle Sam sent his branded products to Italy was probably in July 1943 when some troops came down to earth in Sicily. Their tootpasthe, chewingum, cigarettes and coffee did enter the sideboards of some Italian families under counter... About a decade later brand names like Colgate, Palmolive, or Dash, had turned that clandestine status into market leader position across the country. Let's say American heavyweights like Coca-Cola and Pepsi came to Italy thru a needle of dreams and needs!
    Find the whole brand new article at

    II. E-mail Software.

    Since 2003 I have been using IntelliContact as e-mail list management software to distribute DMLR*News. That year, within the whole list of subscribers, only 2 out of 10 liked to receive this newsletter as HTML version --while 8 out of 10 opted for the simple text version. The main reason of refusing an HTML newsletter was (and goes on) probably the difficulty to manage an HTML message by means of the most familiar electronic mail programs... Nowadays every issue of DMLR*News is primarily sent as HTML message, but the receiving e-mail program can turn it into a text version depending on the capabilities and preferences of one's e-mail program. Then on her e-mail the subscriber will read this piece of advice
    Note: if you get this text message, your E-mail client doesn't support the HTML version. (Plus the link to the Web location where the newest issue has been uploaded, for example
    The only marketing strategy used by is website search engine optimization and word-of-mouth marketing thanks to the e-mail newsletter itself, so IntelliContact's features have been an undeniable attribute in helping DMLR*News build and clean up the list over the past 3-4 years.
    How have IntelliContact been doing it?
    1. On-line Form. Adding the sign-up form to the website is the easiest way to get customer to sign up for a mailing list. The form consists simply of "Full Name" and "Email Address" fields and this simplicity takes only a few seconds of the visitor's time.
    2. Just in time. IntelliContact's list management comes out from an intuitive software for allowing businesses and individuals to easily use even the most technical features. The basics of the software makes it easy for DMLR*News to get a newsletter quickly created and distributed just in time of the uploading onlie --besides both Web and E-mail versions are equivalent as format (HTML).
    3. List. The tracking tool in IntelliContact allows to know who has opened emails and how many have bounced. Having beginning notices sent to subscribers through email keeps them aware of their list status --for example when they have been ultimately subscribed or suspended or cancelled at DMLR*News list.
    4. Control. Each receiver can manage the subscription to this newsletter easily to either subscribe to the English version or select the Italian version or even unsubscribe from one or both newsletters. This way it gives the readers control over their inbox.
    The DMLR experience is an advanced project for everyone who wants to create a direct contact for sending announcements to industry prospects (B2B) and customers (B2C) and at the same time provide an individualized message to a specific target audience.
    To know more on this useful DMLR partner visit!

    III. Wikipedia.

    Wikipedia ( is a free encyclopedia that has been written by anonymous hands on the Internet.
    At Wikipedia you can access the Economy section and help write the definitions of Direct Marketing, or simply read what someone else wrote as I did on the Wikipedia's Italian site...
    For istance, Direct Marketing in the Italian language is a very recent item if you consider that it has been written in March 2007. The description of DM, as the Wikipedia contributors wanted it, shows three levels of topics. First Direct Marketing as marketing communication technique, secondly as customer relationship management.
    Then a list of Direct Marketing Media follows, from Direct Mail to Home Shopping Network. Here some problems were emerging as if the contributor writing those lines wanted praise the traditional media and diminuish the impact of new electronic media. Incidentally, the Internet has been defined with capital letters as surely being 'not a medium'!
    Until now I guess too much personal delirium, but the good of Wikipedia is that in this case everyone can sign up as contributor to the encyclopedia and modify totally or partially the already existing item(s). Where is that of DM? At


    When I was marketing manager for a SME I knew a sales director who wanted to set objectives only by words. Asked from the managing director to put the sales objectives as yearly target in writing, that smart cookie was used to answer: "Don't worry about that, I keep all the figures in my head"!
    Marketing objectives need to be written and best of all the business objectives have to meet the so called SMART method, an easy way to set objectives that be helpful to the whole organization involved to reach them. The SMART method means:
    • S for specific
    • M for measurable
    • A for attainable
    • R for realistic
    • T for time-bound
    The limit of most small- and middle-sized companies stands in avoiding formal task and engagement because they are wrongly considered for top businesses only. Those SME just need smart guys to challenge the future of most international markets, so the objectives set by a sharp method like this help the same objectives become better perceived, more realistic and even well shared within and outside the management. To know more about how the SMART method can work for DM, read the book 'Power Direct Marketing'.

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR 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 from PDF::Menu.
    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-mail marketing too...
    What you don't find on the glossary are such Internet born terms as 'Reach', strictly related to the new medium... Well, 'reach' measures the number of a Website users. Reach is typically expressed as the percentage of all Internet users who visit a given site!

    VI. Linked Resources.

    According to BusinessWeek the Coca-Cola brand is worth 67,000 US$ while the Levi's brand is worth just 2,689 US$. BusinessWeek is ranking the 100 world's most valuable brands by means of a not easy calculation system provided by Interbrand. They believe the resulting figure comes closest to representing a brand's true economic worth. They call it also brand equity and I have summarized graphically that 2006 value at

    VII. MyQuiz. has always put importance into Web statistics. How to read last updated information about visitors counted by Alexa Traffic Rankings?
    Find answer on (in May).
Copyright 2007 - All rights reserved (except where indicated). Issued: April 30th, 2007.
Roberto Dondi --word processing, HTML and the ropes.