Email & SCI

Hi All,
I came across this article on SCI and how they
are testing email marketing. It is interesting
to see how the big boys are approaching this.

You can find the article at:
http://researchcenter.zdnet.com/data/detail?id=1006184357_575&type=RES&x=278517539

You have to register to see the whole story, but it's free.

Les


Email & SCI article

Les,

The best way to do anything is to allow the big companies to make all the mistakes. Once they spend millions of dollars making all the mistakes that you can't afford to make, then it's time for you to take all their successful elements and use it for your own.

At least this is what we do for our products...

Microtek

> Hi All,
> I came across this article on SCI and how
> they
> are testing email marketing. It is
> interesting
> to see how the big boys are approaching
> this.

> You can find the article at:
>
> http://researchcenter.zdnet.com/data/detail?id=1006184357_575&type=RES&x=278517539
> You have to register to see the whole
> story, but it's free.

> Les




Create Professional Installations For Your eBooks & Software

> Les,

> The best way to do anything is to allow the
> big companies to make all the mistakes. Once
> they spend millions of dollars making all
> the mistakes that you can't afford to make,
> then it's time for you to take all their
> successful elements and use it for your own.

> At least this is what we do for our
> products...

> Microtek

When I was younger I would have said the same thing...but over time and after having dealt with many large successful companies I've come to realize two things:

A. Quite often they don't have any better idea of what to do than anyone else. They just keep trying things until something works. OR...
B. When success does happen they don't always know WHY. They may think something worked because of constant "X", when it was actually variable "Y" that caused the success. You are then left to emulate this company, focusing mainly on "X", neglecting "Y" and ultimately failing.

Another problem with B. is that it is very difficult to totally "copy" what a successful company does. One slight difference can wreck your results.

Also when you try to follow the lead of other companies you seriously hurt your own ability to innovate. Innovation (i.e. profits) come from (and I hate using this overused phrase!) "Thinking (and doing) outside the box".

Regardless if you do or do not follow another company's example you should always do the following:
"Test small, test cheaply and once the test has passed, then test a little larger"

One other problem with waiting to observe what other companies do before you react is that it keeps you from taking action. And action combined with careful testing will give you a much better chance of success. You have to take chances...you have to risk mistakes. Without mistakes you are without progress. I don't know of anyone that hits 1000%.

Take care,

Mike Winicki

Les,

Have you ever tried to sign up with Coolsavings?

I recently started up a local email marketing business and decided to see how the "big boys" were doing it. So, I acted like a customer and signed up to Coolsavings.

What a joke! The amount of demographic and personal questions they ask was amazing! It would take the average person approx. 5-7 minutes to go through all that! Frankly, I wonder why anyone would feel the need to give that much info about themselves.

So when they talk about their "Target Definition Service", I would suggest that they have mostly incomplete data on their customers.

Stan

Stan,

I agree. I cannot believe the amount of info
people will give out about themselves in order
to get "free" stuff. But, that should be good
news for anybody doing the LEM business.

Les