Marketing Via E-mail

Practical Tips from the Pros

Part two of a two-part series

By Mike Walker

In the May/June Tech-E-Letter, Walker explained why e-mail marketing is an easy, low-cost, high-return method for advertising you or your business. In this article, he reveals practical tips for designing an e-zine and describes successful e-mail newsletters from experts in the field.

You can do your e-mail program yourself or you can subcontract it. Off-the-shelf software programs are available, but these generally are intended for designing Web sites. You don’t need any special programs to do your own e-zine. You can use your computer’s word processing program, desktop design program or the message capability of your Web browser. You can make it fancy or simple. Simple is better. People are so wary of viruses that some never open an e-mail attachment. Others have slow Internet connections, and large messages take too long to download.

Keep It Simple

If you have your own Web site, the best thing to send is a simple text message, making your pitch then inviting readers to your Web site. This is how The Walker Agency manages Yamaha Marine’s e-mail effort.

A button on Yamaha’s Web site leads to a form where visitors who want to receive fishing and boating tips can easily sign up. We’ll put the full story in the news section of the Web site and then send a brief “e-tip” to the list, teasing recipients to visit the site and read the rest of the story. This accomplishes several objectives. First, the message isn’t spam, because the subscriber gave us permission to contact him. Second, the e-tip doesn’t take long to download because it’s text and no graphics. Finally, it gets the reader to visit the Web site. It also positions Yamaha as part of the boating lifestyle, building loyalty.

Effective? In the first few months, we were happy with a few thousand subscribers. Now our list is approaching 100,000. We learned a lesson: The list didn’t take off until we began promoting the sign-up in other media.

Savvy PR people distribute their PR releases via e-mail as well as hard copy. Again, they first must get permission to do so. Our own agency e-mail list is about 700 actives, all opted-in. We offer to remove them if they no longer want to receive e-mails.

Setting the Industry Standard

Several companies in the marine and outdoor industries do an excellent job of using e-mail on a regular if not daily basis. In the marine industry, the trade magazines SoundingsTradOnly, Boating Industry International and International Boating Industry offer great daily updates. Their e-mails include up to 10 headline teasers that link to full stories.

When it comes to fishing tournament coverage and industry news, none is better than fishingworld.com. Not only does it feature up-to-the-minute tournament results, it carries just-released industry news stories. Its Web site has a comprehensive archive and an attractive design that makes navigation easy. It’s the brainchild of Larry and Brit Thompson, former publishers of Tournament Angler News, who years ago saw the possibilities of the Internet and led the way with their Web site.

A more recent development is Jim Shepard’s Web site, The Outdoor Wire, with its daily distribution of news. You’ll find daily news as well as columns on contemporary industry developments. His is an attractive, easy-to-read format, too.

Photographer Mitch Kezar sends periodic e-mails, along with a sample or two of his latest work. This kind of e-mail is fun to receive; after all, who doesn’t like seeing beautiful outdoor and wildlife images? He effectively promotes his photography service and occasionally will mail out a sampler CD. Kezar knows how to promote his work. If you want to surf his site, you must first register for free with your name and e-mail address.

Don’t let the epidemic of annoying spam stop you from using e-mail as a way to promote your services. Do it properly and you’ll find that, other than a little time invested in building your list, it’s virtually a cost-free way to get the word out.

Former OWAA Board Member Mike Walker is program editor of “The World of Ducks Unlimited Radio Program” and president of the Walker Agency. He writes about advertising and public relations topics for Marine World, the trade edition of Boating World magazine and in Boating Industry International magazine’s e-zine.

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FTPing

Transfer Files Quickly; Make Lives Easier

By Gary Smith

File Transfer Protocol (FTP) is an efficient way to transmit large files across a computer network like the Internet. Most people suggest, “Just e-mail the files to me.” Well, sometimes these files are 20-30 megabytes each. Even if an e-mail server would handle files of this size, I would never subject anyone’s e-mail account, including my own, to such volume, even if they do ask for it.

To send files to an FTP location or server you’ll need the IP address (preferable) or the domain name of the FTP site. At a command-line prompt on your computer, simply type “ftp” and the address, such as “owaa.org.” The FTP site will prompt you for a user ID and password, which you’ll need from the recipient. Enter the ID and password, and you’ll be connected to a specific directory on the server.

Once a connection is established, you can type “put” and the file name. If the file is binary, type “bin” first to indicate a binary file transfer. If the file is ASCII, then type “asc” to indicate a text file. Images should always be transferred in binary.

Multiple files can be transferred by typing “mput” and the wildcard character “*.”  If you want to transfer a number of JPG images at once, type “mput *.jpg,” and all the JPG files in the current directory will be moved to the server. You will be prompted to confirm (y/n) the transfer of each file. Typing the word “prompt” toggles prompting off/on for transfers. So if you don’t want to baby sit a transfer of several image files, type the following:

“$prompt,”

“$bin,”

“$mput *.jpg.”

To get files from an FTP site, follow a similar process. First, log on to the site by typing “ftp” <IP address> and enter the user ID and password when prompted. To determine if the files you want are on the server, type “$ls” to see a listing of the files available for transfer. Typing “$pwd” will indicate the present working directory on the FTP server.

You’ll want to be in the local directory where you need to have the files placed before you start the request, but if you forget, you can change the local directory on your machine by typing “lcd” < and the local path>. Changing directories on the FTP server is done using the “cd” command. If you wish to get a number of JPG files from an FTP site, type the following:

“$lcd C:/temp” – changes to the local temp directory on your C drive. Any valid path can be provided;

“$prompt” – toggles prompting off or on;

“$bin” – sets the transfer mode to binary and remains in binary until changed;

“$mget *.jpg” – executes a multiple get request for all JPG files in the server directory;

“$quit” – exits the FTP session.

This could take seconds or several hours depending on the size of the files and the speed of your connection. I often do large transfers overnight.

Once you’ve get or put your files, type “$quit” to exit the FTP session. Easy, isn’t it? Of course, an alternate method of sending information is available: you could burn a CD and just send it via U.S. mail.

An OWAA member since 2002, Gary Smith edits Handgun Hunter Magazine, an online publication for the handgun hunter. He is a new member of OWAA’s Technology Committee.

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Try Photoshop for Free for a Month

Interested in the new version of Adobe Photoshop, Photoshop CS, but not sure if you’re willing to shell out the bucks to buy it? Adobe is offering a working version of Photoshop CS (Mac or PC) free on a month-long trial basis. Both versions are significant size downloads (248.5 megabytes (MB) for Macs and 151.6 MB for PCs), so either access a fast Internet connection or attempt the download at night.

Contributed by Chase Swift
Swift Photography

Documents on Demand

Anyone who needs to order copies of vital documents such as a birth or death certificate or marriage license (for travel, insurance purposes, acquiring a drivers license in a new state, etc.) will find VitalChek invaluable! Through VitalChek, you can order documents from most states online. I received certified copies of the documents I requested in a few days, and the ordering process only took a few minutes.

By Laurie Lee Dovey
www.webimages.net

Nominee for Techno-Gadget of the Year

Do you want to know a secret? I have found one of the best devices ever made.

A USB Memory Stick plugs into a Universal Serial Bus (USB) port, something all computers made in the past six years have. A Memory Stick is similar to a mini zip drive. Plug it in, click save and eject. I call it my lipstick because I always have it with me and it’s about the same size. It holds up to 64 megabytes of memory, and it saves in both PC and Mac formats, allowing easy transfer between operating systems. Found at any office supply store, it retails for about $40.

By Lucia Stewart

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The Debate over Page-Design Software

QuarkXPress vs. Adobe InDesign 

Part Two of a Two-part Series

By Lucia Stewart
OWAA Intern

In the May/June Tech-E-Letter, Stewart reviewed the history of layout/page design programs and took a big-picture view of QuarkXPress and Adobe InDesign. In this article she addresses specific differences between Quark and InDesign.

The main differences between QuarkXPress and Adobe InDesign lie in the little things one encounters when using the programs.

Between Quark Publishing System, which manages the workflow of pages through design and production, and Quark Copy Desk, which manages editorial workflow, Quark has become the nervous system of many magazines, book publishers and newspapers. It creates a publishing package that is speedy and proficient. But it relies on other programs, mainly Adobe products, to import photos and illustrations. Moreover, Quark is said to have “archaic” integration with Adobe products.

InDesign features smoother cross-program integration. Being an Adobe program, importing from Adobe Photoshop and Illustrator, incorporating images is as easy as a drag and a drop. In Quark, everything needs to be imported and placed.

The quick keys and palette tools in InDesign correspond with those of Photoshop and Illustrator. Therefore, if you know one program, you know them all.

When sharing between operating systems, Quark does not support both Mac and Windows file sharing, particularly with font management. A typical problem encountered is the reflowing of text. If the typography does not transfer, InDesign will substitute a font to retain composition but show the text underlined in pink.

QuarkXPress 6 allows multiple undos, a function not possible in previous editions. But many Quark features still are not undoable, like moving a guide, drawing a starburst or making a change to a master page. Everything is undoable in InDesign.

Here’s a clincher: When working in InDesign, the program automatically has a running alias that saves every two seconds. If the computer crashes, little is lost.

QuarkXPress leads in allowing easier transfer into Web pages – hyperlinks, image maps and compression for JPGs. InDesign is a PDF workflow, and files must be transferred into Adobe GoLive to be converted to Web pages.

On the whole, Quark offers better long-document features with particular table-of-contents and index tools on a book palette. InDesign has added this feature but in a rather clunky interface. However, it does allow you to print a whole book to a disk as a PDF file.

Typesetting in languages other than American English is increasingly important. InDesign ships with dictionaries for 12 languages, so if you can type it, InDesign can spell-check it. Quark can only manage one language at a time, so QuarkPassport is needed for multilingual publishing.

InDesign incorporates more creative features than Quark. Soft-drop shadowing, feathering and layer blending are capable due to Adobe’s palette interface within Photoshop and Illustrator. These aren’t the clumsy, time-consuming add-ons experienced with Quark. But managing InDesign’s extensive formatting palettes can become cumbersome. But to the words of the editor, InDesign does not have hyphenation justification.

Some newspapers have adopted Adobe, such as the New York Daily News, but no major North American publisher is committed to using it. But with small install bases and networks, it is becoming a consideration. And so the debate continues.

Lucia Stewart has interned at OWAA headquarters since fall of 2003. This summer, in addition to continuing with OWAA, she is working for The Tributary Magazine in Bozeman, Mont.

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Public Input Sought on OHV Use

USDA Forest Service (USFS) is soliciting public comments on its proposal for managing motorized off-highway vehicle (OHV) use in national forests and grasslands. The management proposal intends to enhance recreational opportunities for the public and better protect the environment by requiring units to establish a designated system of roads, trails and areas. “OHVs are a great way to experience the national forests, but because their popularity has increased in recent years, we need an approach that will sustain natural resource values through more effective management of motor vehicle use. The benefits of improving OHV use include enhanced protection of habitat and aquatic, soil, air and cultural resources,” said USFS Chief Dale Bosworth. The USFS is accepting comments until Sept. 7. The rule text is available on the USFS Web site. Comments may be e-mailed or submitted by following the instructions at the federal eRulemaking portal.

Contributed by Katie McKalip

West Nile Virus, Lyme Disease Info

In 2003 there were 9,862 cases of West Nile Virus with 264 deaths. Visit a site run by the U.S. Geological Survey for background information on the disease and maps indicating incidences of infected birds, humans and mosquitoes. Also check out the Centers for Disease Control (CDC) site, which offers links to both state- and country-level maps. The CDC offers information on the epidemiology of Lyme Disease, as well. Southern Tick-Associated Rash Illness, a disease similar to Lyme Disease, is described and mapped at another CDC site. Bookmark these resources so you may offer accurate warnings and advice on these outdoor dangers.

Contributed by William W. Forgey, MD

Voting Resource for Hunters, Shooters

According to Doug Painter, president of The Hunting and Shooting Sports Heritage Foundation (HSSHF), a mobilized and educated force of hunters and shooters could wield enough clout to decisively swing local, state and even national elections. Recently, the HSSHF launched VoteYourSport.com, designed to keep hunting and shooting interests fully represented in the fall 2004 elections. Easy access to state-specific voter registration information and forms, updates on political issues, voter registration and more are featured and updated through Election Day, Nov. 2. The site, supported by the National Shooting Sports Foundation, is intended to be an evolving, interactive repository of information.

Contributed by Katie McKalip

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Meet Dr. WoodKnot

John Hong, a k a Dr. P.C. WoodKnot, enjoyed an idyllic childhood in Hawaii. Whisked yonder to the college town of Boston, he became a mechanical engineer. Living to the ideal that one should never take the job for which one is trained, he discovered the freedom of software contract work and the joys of driving, fixing and writing about old Land Rovers. He fled Silicon Valley before the house of cards fell flat and is amused that his six years in Vegas makes him an old timer. If you have a question for Dr. WoodKnot, submit it via the Tech-E-Letter feedback form.

Computer Bargain-shopping

Dear Dr. WoodKnot,

In your last column, you said you would write about computer bargains. I’m all ears, baby! I want to save enough money so at next year’s OWAA conference I can stay in a penthouse suite instead of a disreputable motel out by the airport.

Anonymously,
Cheap Guy wearing a Funny Hat

Dr. WoodKnot replies:

Hey Cheap Guy,

First I want to say three things: Many vendors are out there, things change and Google.com is your friend. Vendors offer a range of prices and selections. The hot-deal bargain vendor today may get nudged aside next month. Use Google to search for reputations of vendors and find new hot deals, and try its groups section and the new shopping section, Froogle.

CDW.com – I’ve been a customer for more than 15 years. Alas, it’s gone big-time and doesn't have such great deals any more. However, the selection is vast, and I’d give it a shot for the more obscure stuff.

Costco.com – Dr. WoodKnot has been worshipping at Temple Costco for 10 years. Costco doesn’t sell junk, and if you aren’t happy with something, they make it right. There is a $35-per-year membership fee. Costco has decently priced hard disks, memory, printers, printer ink and Universal Serial Bus (USB) cables. A wider selection of $500 computers used to be available, but now Costco only seems to sell an E-machines model in-store and a NorthGate model online. E-machines don’t have a great reputation, but I’ve used a couple and they seem okay. I’ve never used a NorthGate. Costco does offer some good deals on $1,000-plus computers. I’ll probably buy a big LCD flat screen there later this year.

Dell.com – Dell offers special Web site sales all the time. Some are pretty lousy, but others are smokin’. I just scored a $330 Dell PC. I got a Dell400 SC (80-gigabyte hard drive, 48x CD ROM, 128-megabyte RAM, no monitor), which was on sale with free shipping and a $100 rebate. I should have bought another while I had the chance.  

Mwave.com – I’ve been a customer for about two years. I bought two 256-megabyte memory modules for $39 each and a $27 DVD drive for my new Dell. I’ve bought hard drives, $27 hard drive enclosures, network cables and a DVD burner. What is a hard drive enclosure? It’s a portable housing made to hold a hard drive or DVD/CD burner that you can easily move between different computers by just plugging into a USB port. This is a good way to move a lot of data between work and home PCs. Mwave’s shipping charges are a bit high. I thought they had great deals on blank DVDs until I heard of...

Meritline.com – I’ve been a customer for about six months. Meritline sells Ritek G04 4x DVDs for about 50 cents each, with free shipping. Ritek has a very good reputation. Also, check out the adorable, teeny 2.5” hard drive enclosures. I’ve got 40 gigabytes in my pocket!

In closing: for blank CDs, use the Internet to find 100-percent rebate deals. If you have a good mom/pop computer shop nearby, they could have great deals on clone PCs.

Well Cheap Guy, happy shopping, and I’m looking forward to that Champagne bash in your penthouse suite next year in Madison!