пятница, 11 февраля 2011 г.

How 'spam' to the benefit of business

Selection of sites targeting, high CTR ... The desire to show the steepness and build its own ad campaign online 'how to books' can crash at a resolution CEO:' Find a cheaper version! " Be easier. Turn off the brains and use the mass mailing. Is spam unethical? So you just do not need sales. In a crisis into a marketing caste "shooting Battalion" and the first took the blow of recession. Skukozhilis marketing budget almost to zero, but sales support no one abolished. Strategic marketing and long-term planning? Forget it. Former rules no longer apply. Open your corporate or private mailbox on any mail-hosting, and you should see there a few emails from unknown addresses. They may offer to buy bahatokovshovyy rotary excavator for mining open cast, visit the "Strawberry" or purchase prohibited drugs. This is spam or bulk mail advertisements to the recipients are never asked to receive them. Implement your paid more nimble and less pedantic colleagues or competitors. Ham wholesale and retail
The first recipients of intrusive advertising messages - citizens of postwar America - as well as offering modern mass mailings from them were not thrilled. According to one legend, the world must spam the appearance of Hormel Foods. Into its components gathered a huge amount of canned spicy ham (SPiced hAM), made by government order during the Second World War. Wanting to sell the products not the first freshness, Hormel Foods conducted a large-scale marketing intervention: Call to buy the pub attacked from all sides. So here follows the brand became a household name.
How effective was the total bombing minds of consumers of ham, history is silent. Apparently, success still was. Otherwise how to explain that the experience involving attempts to sell off stocks of American meat processing plant was replicated around the world and to now become not only the sales and promotion tool, but also very ambitious, though not entirely legal business . A global network of spam flows from suffocating. In combating the threats do not help either go to jail for copying of advertising messages, no dodgy software, vidtynayuchyy flow of junk mail. According to the report of Kaspersky Lab, in May, the share of "junk" e-mail traffic on average was 85% of all emails. But if the mailing generated in such insane quantities, then someone needs?
United States-Spam
Even as you want. Boat rozhoyduyut overseas marketing. They spam - one of the most popular tools to promote and sell. Explains Mikhail Zuev, co-founder of "RBS Corporation. Mass mailing - first, as mentioned in plans to start advertising on the Internet. Spam - a very understandable format, with subscriptions do not have a lot to think about selection of sites included in the clip advertising campaign, spend money on buying mediaahentsiyi reports and analyze the quality of the audience at that site. Operate on spam even easier for operators through transparent pricing. Provider mailings, of course, does not give specific guarantees. But he puts a specific price and calls the number of mailboxes, which falls in the banner. In this regard, spam - perhaps the perfect tool for young businesses or businesses that work vchornu. "Private person can not come to the Corporation RBS and pay for an organized campaign cash - we do not accept cash, - says Mikhail Zuev. - A spam-operators for their services take any form of payment and still say thank you."
However, in spam as a marketing tool has a number of significant shortcomings, not to say out loud. The first question concerns the magnitude slippery CTR. Estimates "klikabelnosti" mailings differ by several orders. Traders spam industry in the U.S. claim that the number of links are referred to in advertisements, is 2.5% - is significantly more than the average gives, say, media advertising. Specialist online marketing company Matik Sergey Goncharov inclined to believe that CTR spam generate accidental clicks, that percentage is quite high due to carelessness of users.
Group analysts TechRadar company also did not believe members of shadowy Internet-based business and conducted its own investigation. During the experiment, which lasted almost a month, "radarovtsy" captured botnet Storm. Through a network-zombie computers are capable team removed without the knowledge of their owners, researchers have not only made a terrible contribution to replenish the flow "junk" e-mail traffic (during the experience they sent 350 million (!) Messages), but got mad result: the letters responded to only 28 people. However, Storm - one of many in Botnet spam network. Can the results so modest sample be relevant - the big question.
We have applied directly to the spam operator. Anonymous correspondent introduced himself as Vam-Pismo, argues that the mailings increased CTR for the last three months for two times at least. " And while our friend did not name the exact figures, it partly explains why the words of American spammers of 2,5% is the proportion of truth. The people in America more interesting, so users often leaves open advertisement and actively pass on the links.
Several years in the spam business allowed our friend to collect good statistics and draw portraits of typical average customers. "Approximately 10% of orders - individuals with services, 10-20% - industrial enterprises with distribution of equipment sales worth over 1 million rubles, 30% - real estate in all its manifestations - describes a range of customers Vam-Pismo. - Other - This medium firm hand, tourist companies, small construction and repair organizations, etc. scattering by activity - from car sales to the seminars.
Under pressure from the crisis
Zuev Michael argues that reading is always spam. His motivation is simple: if someone advertises its products in all available ways, means that this person or this company is willing to work (for spam I bought a bunch of equipment for home and office, and all it works great! "). In addition, spam is very sensitively helps monitor social and economic processes. This issue is reflected in the memorandum of Spam in May 2009 "by Kaspersky Lab:" The market is spam advertising [...] under pressure of economic crisis. Apparently, spammers continue to lose advertisers to the real economy. [.. .] The high proportion of advertising spam services also reflects the shortage of jobs in the offices of spam.
Often advertising through mailings paradoxically gives good results, which, however, can hurt self-esteem hit the marketer. Mikhail Zuev the hefty share of self-irony tells how spam has forced him to experience failure in the early career specialist in online advertising. In late 1990 the current co-founder of "Corporation RBS" advised one major Moscow Ranta, owner of dozens of office buildings, infrastructure facilities and areas for development. The task was put clear: sell off part objects. In media advertising in one of the oldest business sites in Runet cost "tens of thousands of dollars" has a number of contacts, but there was no sale. Then they decided to spamming. For four months the mission was accomplished.
Mikhail Zuev mentions customer representative call: "The decision was correct. We are fully satisfied." "The desire to do" as in the book "has served as a lesson to me: I do not take into account that the target audience may be totally unpredictable characteristics. But the" carpet bombardment "came the best" - shares his experience of top manager.
Several million for 10 000
If you already own marketing and to verify the hypothesis, it is best to take care that the price of this test was as low as possible. Spam - just one of those products. In case of errors marketer protect your company from "falling on the money, at best - will delight the head of sales. Vam-Pismo mentions a couple of positive examples. The first episode - sending announcements about renting space in the new mall. Twenty-operator call center customer could not cope with 3 thousand calls. The second episode - the flow of traffic to dating site (plus 12 thousand unique users per day). In general, explains the Vam-Pismo, mailing efficiency may depend on day of week, time distribution and even the weather: "For sales of air conditioners, for example, sending works better on hot" days.
In the mailing of spam propagation strongly emphasizes the accessibility of this ad format. Familiar with the market situation Zuev Michael says that one customer buys an average of $ 200-300 newsletters. Vam-Pismo generally confirms the correctness of this evaluation. Price begins with a mark of 4 thousand rubles, and "check average" fluctuates around 10 thousand rubles. Against the background of "context" or "mediyki" on the internet - money really small. Anonymous friend says economy "attraction unparalleled generosity," unwillingness to allow idle hardware and the need to download it completely. "I pay for the server and for hosting. Wait large, but individual orders - too much luxury. The best way to sell eight mailings a week for 4 thousand rubles than one in 12 thousand", - says the Vam-Pismo.
Despite belonging to a cohort of online advertising formats, spam deprived of its main advantages - targeting, which now became a fetish for every marketer and heavily promoted online agencies. Experts say with one voice, that for mass mailings targeting - it is rather negative: it concluded the notion of mass death. However, in practice, Vam-Pismo something orientation is still present. We explained that the newsletter is not an abstract set of email addresses that are able to gather around Runet, and on the "proven enterprise bases"
Another thing that not every letter will ever open, read, or will cause in the interests of the recipient, not the traditional boring. Whatever the spam - it is totally unethical way of advertising associated with the penetration of personal space in humans. Sergei Goncharov with Matik stresses that his agency does not provide services with spam. "There are far more effective methods that do not irritate the user - optimization and advertising - he says. - There CTR may reach 6% and more as potential users of the product or service itself is in search of product." Moreover, as the stresses Sergei Goncharov, spam is one of those kinds of ads that put it mildly, not encouraged by law.
Unlike colleagues, Mikhail Zuev not inclined to dramatize the situation. In his view, spamming - full of Internet biocenosis. Spam by the degree of its nav'yazlyvosti and penetration depth in human consciousness reminds television "cud." And so, and others can handle, just press the button.
"I was never spam operator and specifically do not advise anyone to escape order and mailed - says top manager" Corporation "RBS". - But by and large spam - this is good: with the help of his new customers are beginning to develop online advertising, then think about creating your own website, the optimization of content and contextual advertising - in other words, moving from junior to senior. For experienced Internet marketing lists - it is rather immediate response tool. They help you quickly sell anything. Assigning too many spam understands. That's why I always read the letters that accumulate in your Junk Mail. " Fall of last resort
In difficult times is not "barred". If you vhamuvaly shaking fingers and decided to order bulk, below - a few tips from a professional spam operator.
• Require insurance from technical failures. Professional spam operator approves it without question: as in any business, providers of mass mailings easier and cheaper to create a pool of clients and work with them as long as possible. Respecting spammer keeps logs and monitors the delivery of spam messages. If something goes wrong for technical reasons, he arranges for his own account another newsletter. In the interest of his client to help sell as much as possible.
• Check the validity of the database, which plans a mass mailing. Ask logs - on their percentage of "dead" addresses can be seen very well. More objective picture out, if we compare the two logs spam operators.
• Do not work with speculators. As in any market in the spam industry are fans of easy money to repurchase the large packages of spam traffic and resell it to end customers in parts at inflated prices. If you do not agree to arrange a test mailing list or provide an estimated return statistics on subjects before you with a high probability of speculators.
• Do not be guided by cost. Dearest Notification not necessarily the best. Principle Miserly pay twice "is not working.
• Pay attention to details that are spam-operator to pay for his services. One account only virtual money ("YandeksDenhi", WebMoney, etc.) a little. Major operators are non-cash payment on the real account.
• Enter the phone number of the distribution of your company, its trade department or a specialist who understands the product sold. Phone number - a gesture of respect for the client. The site has the ability to "fall" in the most inappropriate time, the recipient may not be possible to pass on the link immediately, but the phone is at hand for everyone.
• Organize high-quality reception of incoming calls. Note that their number may be several times more than usual.
• Pay attention to the spammer in intelligence. Typically, it is always easily identified by the appropriate letter.
What they say practice
Andrew Rohovskyy, director of hosting Intway, Ukraine:
Bulk Mail was current in 2000-2003. Then I worked in a legal agency, and they all did and were sending spam aytishnyky. Read spam, it worked. It was a message with a human face: they are sold to the client base, and if customers Called and asked not to send their addresses removed from mailing lists. But then a 'Nigerian letters, mailing excluding heotarhetynha and read the spam stopped.
Now if I decided to spam, only to lower the reputation of competitors: Bulkpost now - something rejected. I do not like spam. He comes to me - work spamorezki. And in general spam - yesterday, as the bots to social networks. Now "garbage" traffic generating bands of any school. They penetrate any defense to any sites. "Foul last hope
In difficult times is not "barred". If you vhamuvaly shaking fingers and decided to order bulk, below - a few tips from a professional spam operator.
• Require insurance from technical failures. Professional spam operator approves it without question: as in any business, providers of mass mailings easier and cheaper to create a pool of clients and work with them as long as possible. Respecting spammer keeps logs and monitors the delivery of spam messages. If something goes wrong for technical reasons, he arranges for his own account another newsletter. In the interest of his client to help sell as much as possible.
• Check the validity of the database, which plans a mass mailing. Ask logs - on their percentage of "dead" addresses can be seen very well. More objective picture out, if we compare the two logs spam operators.
• Do not work with speculators. As in any market in the spam industry are fans of easy money to repurchase the large packages of spam traffic and resell it to end customers in parts at inflated prices. If you do not agree to arrange a test mailing list or provide an estimated return statistics on subjects before you with a high probability of speculators.
• Do not be guided by cost. Dearest Notification not necessarily the best. Principle Miserly pay twice "is not working.
• Pay attention to details that are spam-operator to pay for his services. One account only virtual money ("YandeksDenhi", WebMoney, etc.) a little. Major operators are non-cash payment on the real account.
• Enter the phone number of the distribution of your company, its trade department or a specialist who understands the product sold. Phone number - a gesture of respect for the client. The site has the ability to "fall" in the most inappropriate time, the recipient may not be possible to pass on the link immediately, but the phone is at hand for everyone.
• Organize high-quality reception of incoming calls.

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