RFC 3098 (rfc3098) - Page 1 of 28

How to Advertise Responsibly Using E-Mail and Newsgroups or - how NOT to $$$$$ MAKE ENEMIES FAST! $$$$$

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Network Working Group                                           T. Gavin
Request for Comments: 3098                       Nachman Hays Consulting
FYI: 38                                                  D. Eastlake 3rd
Category: Informational                                         Motorola
                                                            S. Hambridge
                                                                   Intel
                                                              April 2001


        How to Advertise Responsibly Using E-Mail and Newsgroups
                            or - how NOT to
                    $$$$$  MAKE ENEMIES FAST!  $$$$$

Status of this Memo

   This memo provides information for the Internet community.  It does
   not specify an Internet standard of any kind.  Distribution of this
   memo is unlimited.

Copyright Notice

   Copyright (C) The Internet Society (2001).  All Rights Reserved.

Abstract

   This memo offers useful suggestions for responsible advertising
   techniques that can be used via the internet in an environment where
   the advertiser, recipients, and the Internet Community can coexist in
   a productive and mutually respectful fashion.  Some measure of
   clarity will also be added to the definitions, dangers, and details
   inherent to Internet Marketing.

Table of Contents

   1.  Introduction ..............................................  2
   2.  Image and Perception of the Advertiser.....................  4
   3.  Collateral Damage .........................................  5
   4.  Caveat Mercator ...........................................  5
   5.  Targeting the Audience ....................................  7
   6.  Reaching the audience .....................................  8
       A.   Dedicated website or web page ........................  8
       B.   "Shared" Advertising website .........................  9
       C.   Netnews and E-Mailing list group postings ............ 10
       D.   Compiled E-Mail Lists ................................ 11
   7.  Opt-In Mailing Lists ...................................... 12
       A. Privacy ................................................ 13
       B. Integrity .............................................. 13
       C. Protection ............................................. 16



Gavin, et al.                Informational
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