Email Marketing Faux Pas; Tchotchke of the Week; Wheelhouse

** MarketingSherpa.com’s MarketingToWebMarketers ***
Practical Marketing News & Case Studies for
Agencies & Suppliers to the Web Ad Biz
July 21, 2000 - Vol. I, Issue 8

1. News: Email Faux Pas, Banner Ad Museum, New Print Mags,
B-to-B MarketingBiz.com, Tchotchke of the Week

2. More Exclusive MarketingSherpa.com Headlines

3. Case Study: Wheelhouse's Banner & Email Test Results

Yes, you can forward this to your pals! But please
tell them to get their own free subscriptions at:
http://www.marketingtowebmarketers.com

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* Banner Ad Museum Asks Interactive Agencies for Entries

Allen Lublow, President of SNX (the software graphic
designers use to put bar codes on product packaging) wants
to share his “personal love” of banners with generations to
come. So he’s put his company’s not-inconsiderable tech
resources into creating a non-profit online Banner Ad
Museum for the world. Banners will be displayed in 40+
topical galleries by the type of product and by strategy
used (for example, “Food” or “Clickability.”) Lublow’s
also putting together a review board of expert jurors to
judge “the best of the best” on a regular basis. You’ve
got about a month left to get your banner in the museum
before the Grand Opening this Fall. Luckily it’s easy,
just use the handy online form Lublow’s team created. We
think this is a neat idea and urge everybody to
participate. Why not do it today while you’ve still got
some Summer intern labor?
http://www.banneradmuseum.com
http://www.snx.com

* Evite & Everyone.Net Commit Email Marketing Faux Pas

After very quickly cutting out of Evite’s dot-com frat
party last week, we were miffed to find that they had taken
the liberty of signing us up for their services – three
times! Moreover, the signup notices we received had no opt-
out option. With three emails already received confirming
our forced membership, we wondered what ELSE we were in
for.

Not an hour later, we received a thank-you email for
attending the party last week – along with an unexpected
surprise. The note listed all the recipients in “CC”
instead of the “BCC” area! We were able to see the names
of everyone who had RSVP’d for the event. To add to the
folly, competitors eRSVP.com were among the recipients…so
now they have Evite’s key prospect list in their hot little
hands too. Lesson to Evite: don’t let your marketing
intern handle your email marketing program anymore!

In a related story, this Tuesday we were spammed not once
but three times by a “partner consultant” from
Everyone.net. The first was a mostly-blank shell note --
yes figuring out mail merge can be difficult! The old “cc”
vs. “bcc” bug bit the butt of the second email; we got the
form letter all filled out correctly … and we were amused
to see so did more than 200 of our fellow names-stripped-
from-Web-marketing-service-sites. The third, sent two
hours later simply contained a short apology saying, “Our
intention was that the email would go out to one
individual.” Would that be the royal “we?”, because we
thought just one guy at everyone.net screwed up.
http://www.evite.com
http://www.everyone.net

* New eBiz Print Mags Springing Up Like Mushrooms After the
Rain

Web ad and ecommerce industry suppliers can expect even
more media sales people knocking at their doors. Despite
the gloom of April 24th and FuckedCompany.com, three new
print magazines are seeking your ad dollars:
1. eCompany Now “The new magazine all about e-business!”
was launched by Time Magazine’s Fortune Group in SF for
everyone with dot-com dreams.
2. NV,(Envy - get it?) “the new vision in business” is
based out of NYC for “today’s entrepreneur and urban
professional.” http://www.nvmagazine.com/
3. Punto-com “el mapa de la e-conomia latinoAmericana” is a
Latino Industry Standard wanna-be from Miami. Check out
their cool 3-way English/Portugues/Espanol media kit
online! http://www.punto-com.com

* Tchotchke of the week: Guardian Angel

“Finally, an easy-to-use, convenient-to-carry, fast and
accurate alcohol concentration test.” OK, it’s a strange
one, but we love Guardian Angel! These little credit card-
sized testers let you know whether or not you’re sober
enough to drive after you’ve worked your way through
Bernardo’s List. More creative than a customized condom
package, we think these little numbers are a creative way
for your revelers to leave with your name on your lips.
(Quite literally – the test is saliva-based.)

The fully customizable cards sell for between $1.00 and
$1.99 depending on quantities and the amount of
customization you’re doing. (Be aware: Guardian Angel’s
site is in “complete graphic redesign mode” right now, but
we’re told that more will be available in a few weeks.)
Guardian Angel Holdings: http://www.guardianangel.com

* Media Buy of the Week: B-to-B MarketingBiz.com’s Extended
Distribution

As of August first, B-to-B MarketingBiz.com, a weekly ezine
featuring exclusive Case Studies for B-to-B Internet
marketers, will also be distributed to the Business
Marketing Association’s 5,000 membership and opt-in
prospects. “These mainly offline B-to-B marketers want to know
what they should be doing online,” says publisher Anne
Holland. The ezine’s thousands of opt-in subscribers
already include marketers from VerticalNet, IBM, Fedex,
Bank of America, US West and e-Steel. B-to-B MarketingBiz.com
is published by MarketingSherpa.com. To learn about
sponsorships, contact Mary Glynn Moore for details at
maryg@marketingsherpa.com.
http://www.b2bmarketingbiz.com
http://www.marketing.org

* Editor’s Note: We’re Off Next Week

MarketingtoWebMarketer.com’s Sister ezine,
MarketingSherpa.co.uk is throwing a party in London next
week. So we are bagging you guys to go play. So, now you
know what our priorities are, huh? J Anyway, we’ll be back
the first week in August with loads of British I-ad biz
gossip for you.
Later!

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MORE MARKETINGSHERPA.COM HEADLINES
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Here are more exclusive news headlines you might be
interested in from other MarketingSherpa.com channels:

*Just-Auto.com Finds Serious Auto Executives Prefer Email
Newsletters With a Jokey, Casual Tone
http://www.b2bmarketingbiz.com/sample.cfm?contentID=539

* How ShopTalk.com Signed Up 400,000 Ultra-Busy Moms in
Just Five Months
http://www.emarketingtoher.com/sample.cfm?contentID=560

* Webweekends.co.uk Onto a Winner with Competition Email
Marketing Campaign
http://www.marketingsherpa.co.uk/sample.cfm?contentID=524

* Top Four Lessons netgenShopper Learned From Email
Marketing Tests
http://www.marketingtosmallbiz.com/sample.cfm?contentID=547

Note: if you’d like to run MarketingSherpa.com headlines
on your site or Intranet for free, go to iSyndicate.com
http://www.isyndicate.com/directory/partners/all/marketingsherpa.html
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CASE STUDY: Wheelhouse
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CHALLENGE
Wheelhouse, a new emarketing consulting firm who
specialize in helping clients marketing departments and
tech/IT departments work together to grow their business,
needed to keep the buzz going strong a month after their
initial launch at DMA’s NetMarketing show last March.
Connie Stack, a consultant in their marketing program
practice gave us the details.

CAMPAIGN
Wheelhouse decided to test an integrated email
marketing and banner ad campaign aimed at two distinct
audiences, “we were looking for the decision maker in the
IT group and the marketing group, because we bridge that
gap.” The Company ran banners on six sites, TheStandard,
DMNews, Interactive Week, InfoWorld, CIO.com and
Upside.com.

Then a week after the banner campaign started, they
broadcast an email message to three lists -- computerworld,
CIO and TheStandard. Names were selected carefully by job
title and purchasing responsibility. “We picked about half
the job titles available.” Both campaigns offered a free
white paper.

RESULTS
“We definitely saw some trends. Marketers seemed
to be responding better to banners than IT people. But,
although marketers clicked higher, fewer of them downloaded
the white paper. Maybe they didn’t have the time, because
they are typically very busy.” Both banners were animated,
one used the catchy phrase “Congratulations you’re in
business, now what?” while the other focused more on
branding, “Marketing + Strategy + Technology = Wheelhouse.”
The first won, but results were close. Average banner
results were in the .4% range.

Wheelhouse also tested two versions of their email
campaign. Again one was aimed at the prospect, talking
about “the pain points prospects might be feeling, such as
‘Are you having trouble reconciling all that data?’” The
second featured “more about wheelhouse up front.” Email
test results were not conclusive because none of the lists
allowed split cell testing. “Overall TheStandard did
better click thourh and registering; and cost to acquire
was the lowest. But then, we definitely had higher
expectations for that list.” Email results ranged from
.5%-2.1% and “conversion was over 80% in some lists.”

COSTS: Email costs ranged from $375-$425/m including
selects and deployment. All creative was done in-house.

NOTES: Stack recommends other marketers-to-marketers test
an ad in the Peppers & Rodgers newsletter. “We immediately
saw a spike on our site traffic when they ran a story on
us.” But, she notes that that list has “lots of
international folks.”

http://www.Wheelhouse.com

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