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Web Marketing

Web Award 2001

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Roberto Dondi
Word processing, html and the ropes 
One Q? For You

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Archive 2000-01

 DMLR*News Brief — May 02, 2002
(text emailed to DMLR*News subscribers on May 01, 2002)
-D- Do You Like .IT?
-M- Map for Site
-L- Letter from IWA
-R- Response to DM-quiz

--D-- Do You Like .IT?
DMLR was able to demonstrate the efficacy to approach the
web design in a way the pages were both readable and not
heavy in size. (You know the promised broadband is not
available yet for the common people!).
The pages uploaded into the directory:come are designed to
get examples of tables displaying data and contents,
basically lacking of images, but aimed to cleanness and
scarce load time.
Just there I have launched a new page focused on Italian
websites. A table-shaped selection of 100 top sites
everyone ought to visit. "Do You Like .IT?" and "Italians
do .IT better" are the obvious headlines and you may view
the whole list at
Best websites are listed on 20 categories from Apparel to
Travel and representing the Italy shaped by noums and
businesses already worldwide famous or less important
brands that are
trying to establish themself as believeable competitors
on the Internet. The list highlights the first 100 web
selected on a basis of personal knowledge.
If you are interested in sending your opinion on this list
I will take present your insights for the next .IT
selection. Any website to suggest? Please, send your Url
DMLR*News and the category
number you would like to introduce your site.
The campaign aims to drive awareness of Web ventures "made
in Italy".
One of the elements of the campaign involves Webmaster
willing to inform through DMLR about the milestones of
their own sites --main data on Web history and audience.
Information on these Italian sites is available on

--M-- Map for Site.
What is a site map? A map is a short but complete
information on the structure one website is organized in.
This can be helpful in surfing it as fast as possible. 
From a marketing perspective, the site map is the circuitous
catalog that operates beneath the facade online.
What is a web structure? Structure is a bunch of levels
ordering the pages, chapters, sections, links that compile a
Web site. It is the hidden side supporting what you see,
something like the architecture on building. A balance
between hierarchy, line-up and connection modes. These three
are the structural models usually envisioned by handbooks on
Web site building.
Map and structure help you organize and count the web pages
in a more ordered way. Without a planned structure even a
small-complex Web site becomes a black hole in a hurry!
(Trust me).
For example, DMLR is counting, for the record, 168 published
pages. The website has been developed more as horizontal
structure than as vertical hierarchy, that is a very wide
range of pages exists at the first level: 24 in Italian, 22
in English, 2 in other languages. Thus the main directory is (= 48 pages).
Sub-directories at 2nd level are (8):
1) come/ (=21 pages*)
2) link/ (=3 pages*)
3) pdf/ (=10 pages, ita)
4) top/ (=50 pages, 25 ita+25 eng)
5) newsletter/ (=11 pages, eng)
6) dmlrnews/ (=11 pages, ita)
7) marketing/ (=10 pages, 5 ita+5 eng)
8) webmarketing/ (=4 pages, ita).
The 2nd level is mostly used to file different series of
articles (DMLR's products lines). In any case you may enter
the search help to find easily which page is about the
content you are searching for! To put this more clearly,
when surfing DMLR site, always remember its motto:
"Respecting the visitor's online time."
Why won't a page match your interest? Make sure you are not
in the wrong place. Misunderstanding can also be attributed
to striking the wrong URL within a site. Don't hold your
online session by the business end. Leave fast if you are
not satisfied! The text on DMLR is available in English and
Italian. Take a look at the first page ENG or ITA if you'd
like to see how to properly light your attention. Sometimes
you will read the double text on the same page (*).
Help pages:
Advanced search,
English start,
Italian start,

--L-- Letter from IWA.
During the past months I have been receiving some emails
from Web professionals, that are asking for courtesy being
mentioned or linked on DMLR. I would here pick out the
letter coming from the International Webmaster Association
(IWA) for two reasons at least. First, it's coming from an
important organization to know, so that you will be aware
of their Web location in Italy.
Second, I have acknowledged the possibility to offer you a
very good sample of an "official email" well completed
through the file-sign put in order at the bottom of the
text, see following carbon copy. Roberto Dondi,
la ringrazio anzitutto per la cortese prestata alla
nostra associazione e mi scuso per il ritardo con cui le
Per quanto riguarda la sua richiesta di inserire il link ad
IWA-ITALY non ci sono problemi a meno che il suo sito
personale contenga argomentazioni in contrasto con la
mission di IWA/HWG.
Per quanto riguarda lo scambio banner la nostra
associazione non aderisce a tale metodologia, come pure non
siamo interessati ad acquistare spazi banner su portali.

Franco Foschi (
Relazioni Esterne IWA Italia
Coordinatore Italiano
International Webmasters Association / HTML Writers Guild -

Related article on DMLR Gold #8/I,

--R-- Response to DM-quiz.
The response to the question set at Direct Marketing
paragraph on DMLR*News Gold #9 (see point IV) is:
Euro 75.
The result derives from the formula CPO = GM - P.
Going to the figures, GM = 125 and P = 250*20% = 50.
By the way I would halt at the term "response", a real
traffic lights on marketing.
The complete definition of DM is Direct Response
Marketing, and these are 3 major functions when you use
that kind of strategy to generate sales:
- to get new customers,
- to keep the existing customers,
- to extend the customer life time or buying cycle.
Well, generating responses is an investment on that you
will be willing to measure the yield.
We name Promotional Gross Margin the expenses for
promoting each product : PGM = P + CPO.
Or, estimated the CPO, P = PGM - CPO.
The break-even will be the situation on that
PGM - CPO = 0.
But there is a second way to calculate by using the
Redemption level:
CPO = CPC/RED (x100).
Where CPC is the cost per contact.
In terms of redemption, as objective/estimate, you will
be able to calculate it as
RED = Total mailing cost / CPO (x 100).
To sum up you may consider the DM profitability is bound
to PGM and CPO, and the latter is influenced by cost of
mailing and redemption. The relationship among
the three variables PGM, Mailing cost and Redemption is
condensed in the formula
P = PGM - (Mailing cost / RED x100).
See table of math examples at

Next installment
DMLR*News Brief, June.

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©2002 Roberto Dondi - author and webmaster of,
and not member of the Italian journalist order.
 (The online version may differ from the emailed text by picayune!)
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at dmlr dot org!