Website Design & Development Process Defining the Project

Website Design & Development Process Defining the Project
1 Structural Concepts of the Website
2 Visualizing the Design
3 Client Feedback and Approval
4 Website Development
5 Trial Assessment
6 Final Deployment
7 8 Website Maintenance
Interested in having a web site developed for your business or getting an existing
site updated?
Krishna Technologies provides Professional Website Design and Development Services.
All you need to do
Having your own website
Our Website Design Services
is to develop a new business strategy and use the internet as a powerful marketing medium to expose
your business, products or services to a larger audience.
can help promote your products and services online. By providing up-to-date information to
clients and prospective customers, you can generate regular sales.
include the creation of a unique and custom design for your new or existing website, which
depicts your industry, image, theme and other business attributes.
8 Step Website Design and Development Process
The process of designing and developing a website consists of the following eight steps. The first 4 steps contribute
towards the design of the website and the last 3 consist of the development phase. The last step consists of website
maintenance.
If you are running a large scale or small scale business, do you want to
Provide information about your product or business using an effective means?
Give a boost to your product or service?
Launch a new sales medium for your product / service?
Increase sales and revenue from your business?
Reach more customers?
Maintain clients and get repeat customers?
Use a long lasting marketing medium?
Move ahead of your competitors or keep up with them?
Defining the Project 1 The Project Definition phase allows us to identify the client requirements, and plan an
outline for the project. We follow a 3 step process for it:
Project Analysis
Project Specifications
Project Outline
Our team conducts a detailed survey of the clients' business. This analysis identifies
the nature of business, brand and other business attributes. It also determines the
prospective goals and target audience.
After gathering supporting information with the help of our client survey, a detailed
project brief is written. It shows the necessary requirements of the website. It also
helps us to further establish a work plan.
Finally, we divide the design and development processes into different phases and
time frames and make a brief outline of the tasks for each phase. This project
outline is discussed with the client and approved.
Structural Concepts of the Website 2 After the Project Definition Phase, we lay out a website plan to identify the sections
which need to be incorporated to the new site design.
Content Summary
Site Map
Site Layout
Keeping in view the information gathered through project analysis, we make an
outline of the site based on its goals and target audience. It includes writing, editing
and categorizing the needed content.
Generating the content outline helps us to develop a detailed site map. This site plan
covers every possible aspect of the information gathered. It is a visual
representation of the website structure.
Site layout is a non-graphical representation of a web page. It determines the
elements that should be added on each page of the site such as images, content,
functional elements like search, links, header, footer etc.
Effective
presentation of a
website demands
an effective website
structuring.
Visualizing the Design 3 Once the requirements gathering stage is complete, our designers get to work to come
up with sample web site designs and mock-ups.
Design Drafting
Design Selection
Initial Mock-ups
After several creative brainstorming sessions, our designers come up with some
visual designs. They review the project specifications and site map to draft different
design samples that meet the project goals.
After some more brainstorming sessions, our team of web designers and
developers further refine the design drafts to improve them. Placement of
elements is finalized, and color schemes are also decided.
The Design Selections are converted to final Mock-ups which are ready to present
to the client for initial review, feedback and approval. We offer 3 - 4 sample mock
designs for each project to give a choice to the client.
Mock Design 1
Mock Design 2
Mock Design 3
Approved Design
Client Feedback and Approval 4 The Initial Design Mock-ups for the website are presented to the client for feedback,
revisions and updates. We value client feedback and obtain clients' comments,
suggestions and approval at every step.
Revisions on the mock-ups are presented to the client according to the feedback and
revised mock-ups are discussed with the client. We do not move on to the next level
unless the client approves a final design to be used as the new website design.
Client approval is the last step for clients who do not wish to get their website developed
by us.
5
We develop Search
Engine Friendly
websites and the
content added to
the website is
added to help in
Search Engine
Placement.
Website Development
The next phase consists of steps which are carried out for the website development
process.
Conversion of the Design
Webpage Programming
The development phase is started by the conversion of the approved website design
to HTML. Technical specifications like browser compatibility and other issues are
also considered in this phase.
After the design conversion, the technical phase of website development is started
which includes programming and coding of the pages, creation of templates,
content pages, scripting, database coding and integration.
Coding the website involves several steps which include:
CSS
HTML
Flash
JavaScript
Database Design
Server Side Programming
and many more
Content Writing
As our developers work on adding functionality to the converted design, our content
writers collect information from the client and write content needed for the website
sections to add them to the site.
Trial Assessment 6 Quality Assurance
Testing and Error Reporting
Client Review
After the completion of the development phase, the Quality Assurance team runs
various test plans and procedures for quality assurance to remove any bugs or
errors in the website content and functionality.
Once an initial review of the website is complete, the website is uploaded to the
required staging URL for testing online. The website functionality is thoroughly
checked by our developers.
The final website URL is sent to the client for review and suggestions. Any required
changes are implemented on the website so that everything is delivered according
to the client requirements.
Final Deployment 7 After the client reviews and approves the final website, we shift the website from the
staging URL to the actual domain where the website will work. Any deployment issues
are also handled by us to make the website launch as smooth and hassle free for you
as possible.
Website Maintenance 8 Website maintenance is an on-going process which is required after the website is
deployed. The client may need to add new products or information regarding services to
the website. We can take care of all kinds of website maintenance and updates for our
clients.
How Krishna Technologies can help give you what
you want?
We always believe in customer satisfaction and we apply our maximum efforts to obtain it!
We have several years of work experience and have great knowledge about customer requirements.
We offer affordable Web Design and Development services and provide quality work.
We provide user friendly web designs to our clients that are interesting and easy to navigate.
We always provide assistance and make sure that the design we provide you is unique and created as per your wishes.
We offer different web design and development packages for
Small Sites (Economy Package)
Business Sites (Standard Package)
Web Portals (Corporate Package)
We have experience to work on different kind of websites which include
Static Sites
Database Driven Sites
CMS Driven Sites
Ecommerce Solutions
If you want a revision of your website design,
we can help you!
We are always available for any alterations
to your website even after its completion.
Want to keep your website fresh and updated?
Whether you want to add new content, or add new
functionality to your website, we can do it for you.
For more information about our Website Design and Development Services,
please feel free to email us at info@krishnatechnologiesindia.com
Designing and developing a practically useful Website is both time and money consuming. Krishna Technologies Website Design and
Development Services can help make it easy for you in both cases.

Website Design Process

Website Design Process >>Agency’s responsibility
what we do & what you do >>Important note or milestone
Contact & Schedule
Phone or email Access Idaho and let us know you are interested in a website. We will work you
into our schedule.
>>Our creative and development groups are separate. If you would like an application,
database integration, e-commerce, etc., please discuss this with our marketing staff.
Initial Meeting
>>You let us know about your needs.
We let you know about our process.
Concept Meeting
We convert your needs into navigational ideas and (generally three) prototype designs.
Concept Feedback
>>You communicate your preferences regarding the prototypes to us.
Concept meeting and feedback may be repeated as needed.
Concept Finalization
We provide you with the finalized concept.
>>You sign off on the concept.
>>Your sign-off finalizes the graphical look and the navigation.
Signed Letter of Agreement (SLA)
A contract is drawn up between your agency and Access Idaho.
>>You sign the agreement.
>>Work on the project does not begin until the Department of Administration reviews and
approves the contract.
Content Gathering
Both parties agree on a timeline for information delivery.
>>You collect the information you want in your website and provide it to us in electronic format
Acceptable content includes: text in an email, text currently on a website, Word
documents of 10 pages or less, small gif and jpg graphics
Unacceptable content: faxes, paper documents, large graphics, books
Access Idaho reserves the right to refuse content we feel is not web-friendly.
>>New content is not accepted after the due date for content has passed.
Site Development
We create a website combining the look you have chosen, the architecture you have chosen and
the content you have provided.
>>You decide where you would like to have your site hosted and your site address.
Site Feedback
We provide you with an internet address where you can browse through our development site.
>>You will carefully comb through the site noting small items that need to be changed or clarified.
>>The navigation and graphical look cannot be changed. New content will not be accepted.
Feedback Changes
We make the small changes you have noted.
Launch sign-off
>>You browse the development site once more.
Small, urgent changes may be made. (Changes which are not vital to the operation of your
agency should be made during training as an exercise.)
>>Make sure your current internet host has been notified of your intent to change hosts (if
applicable).
>>Your sign-off means the site is ready for launching.
Launch
Your new website is live for the world!
Training
We will train you to maintain your site.
>>You need to have FrontPage (2000 or better), Adobe Acrobat, and network access on the
computer(s) to be used for training. (Set this up on the computer of each person who will be
part of your site’s maintenance.) If you plan on editing graphics you will also need graphic
software. Please talk to us about this ahead of time.
>>Make an appointment with us for training within two weeks of your site’s launch.

Website Process Overview

Website Process Overview

To ensure the highest quality web site and effective project management, we implement a 4-phase
development process: Define, Design, Develop and Deploy. While these action items are meant to
be comprehensive, we are committed to a collaborative approach in order to produce the most
effective and customized website that meets our clients needs.
Phase I: Define
During this phase, we first define the project goals, then explore different strategies for achieving
these goals and finally quantify the scope of the project. We often use a Project Profile to get a
better understanding of the project goals, target audience needs and web site features.
To complete this phase we perform the following action items:
Project Site At the start of every project, we launch a client Project Site. The project
site is a secure website housing all project-related work, including the
schedule and contact information. This website is a key project
management tool and facilitates clear communication between all
members of the development team.
Kick-off Meeting We start the project by assembling the key project personnel. We review
strategic documents such as the Project Profile, and other sites that have
similar objectives.

Strategic Goals To better understand strategic and branding issues, we focus on:
-> Defining the project goals as well as ‘the problem that needs to
be solved’.
-> Defining the branding strategy including the most appropriate
‘look and feel’ the site should have.
-> Defining what types of information and features should be included
to best meet the target audiences needs.
-> Explore other online resources that might be appropriate for the
target audience.
Features Explore and define site features and functionality. Create a wire frame site
map illustrating a birds eye view of the site and navigation structure.
Content Create a spreadsheet that defines the amount of pages, type of content,
frequency of updates for each page etc.
Technical
Requirements
Define technical requirements such as: website functionality, hosting, and
the post launch website revision process.
Phase I Deliverables: Strategic/Creative Brief, Technical Requirements, Site Map and Content
Spreadsheet as required
Phase II: Design
During the design phase, we develop the ‘look & feel’ of the website, as well as finalize the sites
content, and navigation.
To complete this phase we perform the following action items:
Interface Design Design the website ‘look & feel’ and navigation. We utilize information
gathered during the Definition phase and then explore different approaches
to communicating the core brand message. We then present various
versions of the homepage, interior page and any other appropriate pages.
After a version is chosen we further refine the designs until a final ‘look &
feel’ is agreed upon.

Motion Graphics Design animation sequences such as product demos, information graphics
and marketing messages.
Copy Write the copy, re-purpose existing copy and modify repurposed print
copy for web usage as necessary.
Visual Content Explore and define site features and functionality. Create a wire frame site
map illustrating a birds eye view of the site and navigation structure.
Database Content Create a spreadsheet that defines the amount of pages, type of content,
frequency of updates for each page etc.
Design Freeze Define technical requirements such as: website functionality, hosting, and
the post launch website revision process.
Phase II Deliverables: Interface Designs [‘look & feel’], Navigation, Motion Graphics Storyboards
and Database Interface Designs
Phase III: Develop
In this phase, we write the code, integrate the content and test the site. The sites soft launch is the
milestone that marks the end of this phase.
To complete this phase we will perform the following action items:
Coding Write the HTML, DHTML, Javascript, ASP and any other appropriate
technologies.
Hosting Set up the appropriate Internet Service Provider [ISP] hosting package or
integrate with an existing site’s hosting package. While we do not regularly
host public web sites we have relationships with hosting companies and
can recommend an appropriate ISP.
Quality Assurance Testing is of critical importance with web sites, especially web applications.
We test the functionality as well as proof read every page, making
modifications as needed

Soft Launch After the site is tested, we launch it to a public server for final review and
additional testing.
Phase III Deliverables: Fully integrated Website
Phase IV: Deploy
Before the public launch, we review the site design, navigation, copy, content and code. After the
site is approved, we launch it on the public web server. After the public launch we can provide
promotion and maintenance services that are often critical to the success of a web site.
Live Launch After the final round of testing, we will post the site to the public server.
Search Engine
Registration
We register the website with the major search engines, including optimizing
the code (including key words, meta-tags, etc.), to gain the best search
engine results. We can also research other appropriate industry specific
website directories and register with these organizations as well.
Site Maintenance
Training
Based on the clients needs, we can provide: content management training,
web master training and custom web site maintenance processes.
Promotion A site is often only as valuable as the amount of people who use it. For this
reason, we offer online promotion development and management,
including: e-mail newsletter creation and list management, as well as
Search Engine Optimization [SEO] enhancements.
Statistics Analyzing site statistics, such as visitor traffic, is an invaluable tool for
understanding how well the site is performing, especially with e-commerce
sites. We can facilitate this process by recommending the best analysis
application and train people to data-mine the most important information.
Site
Enhancements
After the site is operating, we can provide regular modifications to the
design, content and functionality to meet our clients evolving needs.
Phase IV Deliverables: Live Public Website and Search Engine registration. Site Maintenance
Training and Documentation, Promotion, Statistics and Site Enhancements performed on an as
needed basis

Web Site Design Development Process

Web Site Design Development Process – Krishnatechnologiesindia.com
Page 1
Project Management for Website development process - 2 stages
1. Determine a website or redesign is needed
Stage 1: Initiate Project Process
2. Gather major players to create a development team
3. Discuss broad goals for the site
4. Define a budget
5. Assign a Project Manager
6. Distribute Design Document Questionnaire to appropriate parties
a. Basic Questionnaire to start the project plan process
b. Gathers basic information about the project
1. Site definition & planning- Design document
Stage 2: Site Development process
1. Build a design document (based on the questionnaire)
o States major site goals
-> Clearly state the purpose of the website
• Why do you need the website?
• What do you want to accomplish with the site?
-> Clearly define the target audience
• Age
• Occupation
• Sex
• Education
• Race
• Computer literacy
• Technologies they can understand
o Major team members & their responsibilities
o Content creators & technology needs
o Defines production issues including budgets, schedules & delivery dates
o Determine approximate number of site pages
o Define & document functionality issues such as target browsers, css, etc.
o Define site maintenance team, have them involved from the beginning
o Risk Management
-> Identify & assess risks
o Define maintenance team responsibilities
-> Keep content fresh
-> Make revisions
-> Add pages
-> Track server logs
-> Regularly backup the site
-> Document & store backups to create a “paper trail & site history
-> Reporting hierarchy for long term maintenance of the site
-> Long-term storage for backups
o Assign a site editor responsible for the content of each page on the site
-> Duties vary based on the project criteria
-> Makes sure content complies with company standards & branding rules
-> -> Keeps tabs on copyright issues
2. Project Plan
-> Document the project - documents to be included:
1. Design document questionnaire
2. Design document
-> Design style guide
3. Mind-mapping
4. Wireframes
5. Storyboarding
Web Site Design Development Process – Krishnatechnologiesindia.com
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6. Flowcharts
7. Project Requirements
8. Resources
9. Costs
10. Deliverables
11. Timeline
12. Risks
13. Testing
o Usability testing
-> Define the scope of the project
• Set up a methodology for dealing with scope creep
o What is the process for submitting additional info for the project
-> Written submittal process
o Who is responsible for making the final decision about any new items
-> Where is documentation submitted for review?
o Who needs to be contacted & what documents must be modified if an item is added or subtracted moving forward?
-> Determine project mgmt team members
-> Define project phases
-> Determine roles/responsibilities
-> Define resource allocation
• Graphic needs
• Text needs
• Programming needs
• Additional content needs
o Flash, video, etc.
-> Set up a timeline for project
• Gantt chart
-> Define deliverables
-> Identify & assess risks
-> Project documentation – who is responsible?
• Design document questionnaire
• Design document becomes a part of the project documentation
-> Very useful for future redesigns
3. Project Communications
o Communication methods must be defined in the project plan
-> Acrobat.com
-> Acrobat review process
-> Connect meetings
-> Buzzword on Acrobat.com
-> Email
2. Information architecture-defines site & navigational layout
a. Project Requirements
i. Detail & inventory content
b. Detail organization of the site
c. Determine page layout using post-its
i. Based on design document & questionnaire info
ii. Rough out navigational issues
iii. Finalize page count
Web Site Design Development Process – Krishnatechnologiesindia.com
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iv. Determine templates needed & for which pages
v. Be sure to include site maintenance team throughout this stage
vi. Define directory structure & page naming techniques for consistency
3. Site design-defines look & feel of site
a. Confirm content responsibilities & due dates
i. Graphics & photos
ii. Text
iii. Meta tag information
iv. Programming need
v. HTML creation
vi. MultiMedia & Pdf creation
vii. Search engine for site
viii. secure a domain name & web host
b. Define & document site colors & fonts in design document
c. Define if using css & to what extent
d. Determine layout grids for homepage & other levels
e. Define navigation for site
f. Go over templates & content issues with site maintenance team
g. Add JavaScript functionality
h. Drop in META tag info
i. Develop templates for pages
j. Check template pages for HTML & Accessibility compliance
4. Site construction-create actual pages
a. Drop in content
b. Add programming aspects
c. Finalize database connections
d. Double check pages for HTML & Accessibility compliance
e. Edit pages for spelling & content
f. Testing stage-either offline, application server or testing site
• Links
• Navigation
• Database & JavaScript functionality
• Forms
• Customer support sections of the site
• Search engine features
g. Upload to a web server for beta testing by development team & others
h. Can release url to the testing site to employees for additional feedback at this point
i. Run usability tests by users not on the development team
j. Refine & correct issues raised in beta & usability tests
k. Upload to the live site
l. Backup entire site before launch
m. Get project signoff on deliverables
5. Site marketing – getting the word out
a. Add website url to all company information, letterhead, brochures & biz cards
b. Distribute press release about new site launch
c. Inform employees of new site
d. Submit domain of site to search engines
6. Tracking, evaluation, & maintenance – keeping the site fresh & functional
a. Meet with maintenance team
b. Define tracking & site evaluation goals
c. Re-confirm duties as defined in design document portion above
Notes: Ways to avoid scope creep & keep a tight rein on the project
• Specify the maximum number of pages up front
• • Anyone wishing to add pages must justify it
• o find other pages to delete or re-budget for the additional pages

Email Marketing - Increase Your Business

Although the reputation of email marketing has been sullied by unscrupulous practitioners who have flooded people‟s email accounts with the Internet version of three-card monte the vast majority of email marketers are legitimate. They are, in truth, the vendors who ply their wares along the virtual Main Street that runs through every town, village, city and country of the world. They are IBM and Microsoft. They are also my friend Ellen. Broken down to its most basic definition, email marketing is simply a form of direct marketing that takes advantage of the Internet and email services to allow businesses – and non-profits and charities, etc. – to send commercial or fundraising information directly to potential customers and clients. While this definition covers “email marketing” in its broadest sense – that is, any and every email message sent to a current or potential customer or client, when we speak about email marketing, we usually have a much more focused picture in mind. “For example,” I said to Ellen, “let‟s say that you wanted a regular customer – me – to come in to try and different kind of pie. You could engage me in email marketing to get me back in the shop and to think about trying more of your wonderful pies.” In other words, email marketing is a lot more than simply sending out emails saying, “Here I am!” They are as subtle and important as any other type of successful marketing, only adapted to the realities of the twenty-first century world. Email marketing is designed to improve the professional relationship between a merchant and his or her customers, to bring old customers back or to just keep the customers coming in (both to the mortar and brick store or to the virtual store on a website.) In short, email marketing seeks to strengthen the bond between merchant and customer. Of course, a well-crafted email message is also designed to win over new “converts” – people who might become new customers. Such a message also acts as an enhancement to some “impulse” shopping. For example, if I wasn‟t in the mood for pie but I received an email from Ellen with a brilliant graphic of strawberry shortcake… well, that might just be enough to get me to stop by for a slice. Or, more likely, if the email advertised candies, to make a point of ordering or picking up candies for a special friend. Oftentimes, email marketing will be a “collaborative” effort. In other words, Ellen‟s emails might include virtual coupons from some other shop. “The ceramic store perhaps?” Ellen asked enthusiastically. “They have a lovely line of coffee mugs.” “Exactly,” I said. There are many reasons to opt for email marketing over the many other marketing methods and outlets that exist. For starters, email marketing is the most profitable – and affordable – way for a merchant to reach his existing and prospective customers. Studies have shown that nearly eighty percent of marketers and almost seventy percent of customers believe that email marketing is effective. “Can you say as much for the advert you put in the paper?” I asked Ellen. “God no!” she exclaimed. Then she became thoughtful. “I don‟t think anyway. How would I know?” “The same way the pros would – you‟d guess,” I explained. “That‟s how it‟s always worked in the past. Whether print, radio or television, there was no way to really know how effective your ad campaign was. “Sure, you could track the changes in business or sales before and after an ad runs, but in the end, you are just guessing. With an email campaign – especially one that is linked to a web site, you would be able to know exactly how many people opened the email, how long they spent reading it, which links they clicked and what they were most interested in.” “You‟re saying that I could probably figure out if people shopped in my shop because of what I offered or what I charged?” “With a well-structured campaign, absolutely,” I said. “And once you‟ve earned a customer‟s trust then your continued emails will be incredibly effective. Your email campaign will seem almost like a personal correspondence with them.” There are many advantages to email marketing that make it preferable to other forms of advertising. Once a merchant has purchased or acquired a mailing list (through in-store sign-ups, etc.) she is able to get her information out to a large number of specific actual and potential customers without the scattershot imprecision of every other type of media and marketing. What‟s more, this can be done at a very low cost, particularly when the mailing list is used over and over. (The mailing list is often one of the most significant costs in email marketing.) Another advantage to email marketing is that it is instantaneous. Unlike other forms of marketing – like snail mail – when you hit the “send” button, the message is delivered immediately, not two, three or four days later – if at all.



Email marketing is proactive. Unlike simple website marketing, which is a passive form of advertising (the site is there, the customer must come to the site) in the same way a mortar and brick shop almost always represents a passive merchant-customer relationship (the shop is there, the customer must walk through the door.) I refer to this dynamic as the “mother ship” dynamic. Almost every merchant feels that she can offer her customers a first-rate product or service if only her customers would come to the mother ship. With email marketing, the dynamic is shifted and with it the energy of the relationship. Email marketing allows you to go to your customer. It is proactive. It is forward-leaning without being agressive (your customer can still choose not to respond to the email or the advertising.) Of course, as I‟ve mentioned, email marketing allows you to track your customers‟ preferences. Knowing your customers‟ preferences puts you, the merchant, in a much stronger position when it comes to marketing your service and product. “Imagine,” I said to Ellen, “if you had the ability to identify which of your customers loved only pie and which loved only chocolate candies and which leaned towards chocolate chip cookies – you would be able to tailor advertising to each one of them in such a way to bring them into the shop, or to have them make a purchase on line. In either case, you do not waste time, money or your customer‟s goodwill by bombarding her with product or service information that is of no interest to her.” What‟s more, many new laws (and even marketing etiquette) require customers to “opt in” to receive emails. By working with such “opted in” customers, you are already working with a customer base which you know is inclined to respond favorably to your product or services. It is also possible to make email marketing “interactive.” Certain types of responses to your marketing campaign could result in other messages to be delivered. As I suggested to Ellen, someone who purchases a box of chocolates at Valentine‟s Day is likely a romantic who might be interested in her line of “sweet seduction” candies. Someone ordering a “theme cake” automatically adds to the customer profile on hand. While this advantage might not be terribly obvious for Ellen‟s products, imagine how other merchants could take advantage of such things. A sporting goods company getting an order for hiking trousers could automatically add the customer‟s profile for a special sale on hiking boots, fishing gear or birdwatching books. A druggist whose customer purchases suntan lotion automatically puts that customer on the list for sunglasses specials. And, email marketing is green. No more wasted paper and envelopes. No more trees needlessly chopped down for naught. Ellen, as you can imagine, was duly impressed by the possibilities email marketing afforded her – and equally energized by the possibilities that the world of the Internet opened to her as a person, should she choose to embrace it. But despite her enthusiastic response, Ellen had, to quote her, “seen more than a few seasons come and go in my lifetime.” “I‟ve been to more country fairs and heard more carney barkers than I‟d care to remember,” she said. “I know for a fact that nothing is ever as good as it sounds. So what‟s the downside?”



Ah, that‟s Ellen. Always thinking. A good thing too. For nothing in the world is perfect and for you to be successful at email marketing, you need to be thoughtful, creative and hard-working. The primary disadvantage to email marketing has been the problems created by the overuse of email marketing and the unscrupulous behavior of a small minority of marketers. These people churn out and send unsolicited bulk email – better known as SPAM. Because the misuse of email marketing predates the more appropriate use of email marketing, legitimate merchants have found themselves digging themselves out of a hole not of their own doing. Often, the perception of email marketers is so negative that it is nearly impossible for legitimate marketers to convince customers to distinguish them from the spammers and outright fraudulent email marketers. This is made more difficult because illegitimate spammers go to great lengths to appear to be legitimate, making it even more difficult for the legitimate email marketer to establish his space. The proliferation of spam email on the Internet has forced most users to set up a spam filter on their computer. Some marketers complain that their legitimate emails get caught up in the filter‟s net. “That‟s the downside?” I nodded my head. “That‟s it. Other than the fact that unscrupulous folks kind of got there first, I can‟t think of any downside to email marketing.” Ellen was thoughtful as she nodded her head. “That‟s very interesting,” she noted. “No downside.” She looked me in the eye. “It‟s effective, efficient, affordable…” “Easy to get started,” I said, adding to her list. “Flexible and, to tell the truth, it‟s kind of fun.” I chuckled. “Watching all your customers read your email in real time.” Needless to say, I had gotten her attention. I hope I‟ve gotten yours.

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