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Marketing to the Global Inbox -- Part II

Marketing to the Global Inbox -- Part II Elizabeth Lloyd

With globalization and online marketers realizing the huge potential that expanding their efforts internationally has, it is of utmost importance to realize that what constitutes email best practices in one country is different than in others. However, there is one common denominator upon reviewing email marketing laws worldwide: opt-in.

Clearswift has released a poll of over 1,200 business people around the world, concentrated in Germany, France, Australia, the United States and the United Kingdom. The poll found that 84 percent of businesses are unaware of local spam laws.

The following is a synopsis on email marketing laws worldwide highlighting Korea, Malaysia, Germany, Spain. (Please note this is the second review of a three-piece segment. The first installment highlighted the United States, the UK, Australia, Canada, China and Japan.)


South Korea is an economic and technological leader, which makes it an important example for the rest of the world. One distinct area of leadership is South Korea’s success in dealing with spam where recent policy changes seem to be effective. The new regulations, enacted this July, are similar to those found elsewhere with some notable distinctions. The rules require marketers to identify their emails as advertisements and allow people to opt out from future emails through a toll-free hotline. Additionally, it is also forbidden for marketers to harvest or generate email addresses. Most notable, however, is the penalty that can reach up to $853,000, according to a report in the Washington Times.

At least initially the regulations seem to be successful as the percentage of email that is spam has dropped from about 40 percent in March to 20 percent in July. Furthermore, pornographic spam dropped 27 percent over the same period, according to the Korean Information Security Agency. Although it is always difficult to establish a chain of causation, changes are truly dramatic and will no doubt influence other nations in dealing with spam.

However, despite the short-term drop in spam, there is ample evidence that the problem continues to grow. For instance, Business Week reports that South Korea currently produces 19.7 percent of the world’s spam compared to 11.6 percent in the previous year. Although it is possible that Korean users are actually receiving less spam and that the increased production is all exported, it is likely that this summer's lull was only temporary.

Exactly how effective Korea’s regulations are is still unclear. What is clear, though, is that given the combined international and technological problems facing governments, such regulations will not do the job alone. What is needed to curb this growing problem is continued global coordination and incentives for the development of anti-spam technology


According to the Malaysian Communications and Multimedia Commission (MCMC), they have no specific provisions on the illegality of spam and no immediate plans to legislate. However, with Malaysia’s increasing internet connectivity and mobile penetration, the MCMC should be prepared to deal with email marketing laws.

According to the Computer Industry Almanac, as of March 2005, 37.9 percent of Malaysia’s population is online. The number of users has tripled in just five years. One of the reasons for such rapid growth is the Malaysian government's involvement in bringing broadband access to its people. In July of last year, Datuk Seri Lim Keng Yaik, Malaysia's minister of Energy, Water and Communications, announced plans to bridge the countries' digital divide by making broadband available to all.

Additionally, according to Huei Min Lee, research manager, telecommunications research, IDC Malaysia, "In the next five years, Malaysia's broadband subscriber market is expected to increase at a healthy compound annual growth rate (CAGR) of 32.9 percent from 2004 to 2009."

Malaysia has over eight million users online, about one-third of the total population. The online population is two times that of the entire Singapore population already. Having said that, the internet infrastructure needs to be improved in order for the online population to continue its growth and encourage greater usage of the internet. This also means that the MCMC needs to take preventative measures such as self regulation by users through education and awareness initiatives; and management of email service providers.


Last August, The Economist released an article titled “Germany’s Surprising Economy” (August 20th, 2005) which highlights the country’s revival of its business and consumer confidence as well as domestic demand.

It is no surprise then, that Germany’s online ad spend is growing exponentially. According to Horizon.net, German online advertising spend increased 157 percent from 2003 to 2004. With the exception of the UK, Germany is leading the rest of Europe in terms of online ad spend. 

The German government is taking an active role in its attempt to regulate email marketing. New laws are currently being passed that will make it illegal to manipulate email headers that are misleading to the recipient. Additionally, email marketing messages promoting advertising messages must be identified with a (ADV). 


According to the AUI -- Associacion de Usuarios de Internet (Spanish Internet Users' Association) -- the following are email marketing guidelines:

  1. The distribution of promotional or advertising communications by electronic mail or equivalent electronic means is forbidden if they have not been solicited before or if they have not been explicitly authorized by the recipient.

  2. Commercial communications sent by email or by equivalent means of electronic communication, in accordance with set terms, have to start with the word "publicidad" ("publicity" in Spanish).

Additionally, Spain’s internet users have legal rights regarding commercial email communications. According to Spain’s Law on the Information Society and Electronic Commerce (adopted in late 2002), “In case the user of an internet service has to give his email address during the contracting or subscription process with the service provider and the provider has the intention to use this address afterwards for the purpose of sending commercial communications to the customer, he has to inform the customer of this intention. Also he has to ask for the customer’s approval to do so before finally concluding the contract procedures.”

At the end of the day, whether it is in Korea, Malaysia or Spain, responsible email marketing adheres to the same key elements:

  1. Marketers are required to use the opt-in approach

  2. Prohibition against using false or misleading transmission information

  3. Prohibition against using randomly generated or harvested addresses

  4. Prohibition against relaying email from computers without authorization.

Please stay tuned for my next article when I'll explore The Global Inbox in India, Brazil, South Africa and the Netherlands.

Elizabeth M. Lloyd is chief marketing officer of Dragon Media Online, Inc., and its subsidiary DMO Global, Inc., a leading affiliate network solely dedicated to serving international and multicultural markets. Lloyd’s work on international online marketing has been highlighted in numerous publications as well as in academic curricula for MBA programs worldwide.

Traditional search
Traditional search is characterized by a high degree of intent and is capable of driving an enormous volume of traffic, but it has relatively little social influence. Intent is high as a search is actively made on a specific term for which the searcher has both interest and a goal in mind. However, the results rank low on the social influence spectrum -- they are not determined specifically by your personal preferences or the wisdom of your personal network.

The major search engines aren't satisfied with this anymore -- particularly Google, which took steps to incorporate real-time searches on Twitter into its search results after failing to deliver current, relevant results about Michael Jackson on the day of his death.  

Today, Google incorporates real-time results into its main search results pages (SERPs) when the volume of activity warrants it, but in most cases places them into a separate section of search called "updates," as pictured below:

With the introduction of Google Buzz, Google is also experimenting with search results that are based on what they know about your social graph, as in this example that appeared at the bottom of the search results for a search on "recipes":

Social network search
Social network search is exciting because it sits in the upper right quadrant of the discovery chart -- ranking high on both social influence and search intent. 

In order to properly describe social network search, let's briefly review the concepts of the semantic web and the open graph. The idea behind the semantic web is that the internet can be more usefully or relevantly organized and described by the relationships between people and social objects, rather than just the relationships between pages (i.e., the hyperlink-based system on which traditional search has been based). 

So what is a social object? Think about it by starting with the Facebook social graph -- a combination of connections among people, groups, and entities like business or celebrities.

(From Dare Obasanjo, "Facebook's Open Graph Protocol From A Web Developers Perspective")

But of what use are these connections? The social object, in a nutshell, is the reason a specific conversation takes place. Human beings are social animals. We like to socialize. But if you think about it, there needs to be a reason for it to happen in the first place. According to Hugh McLeod, that reason, that "node" in the social network, is what we call the "social object."

So how does semantic data affect social network search results? Let's look at an example. On Facebook, a search on "Inception" pulls up search suggestions as the user types that look like this:

The first result displayed is the "Inception" page on imdb.com. As it happens, this searcher has already clicked the "like" button on this page, which connects her to the social object "'Inception' movie on imdb" -- a connection that Facebook will be aware of.

Note the search results displayed in positions No. 2 and No. 3 -- one a website, one a Facebook page. As it happens, one of the searcher's Facebook friends has also clicked the "like" button on this "Inception" page on imdb.com, and the search results list both his name as well as the number of other people (who are not necessarily the user's friends) who have liked it. The hierarchy of results displayed appears to be 1) display items "I" have liked, 2) display items "my friends" have liked, and then 3) display items "other" people (Facebook users) have liked. 

If the user declines to select any of the suggested results, Facebook displays a full page of search results consisting of 1) popular Facebook pages with the term "Inception" (not shown in the screen capture), 2) posts by the searcher's friends that contain the term "Inception" and 3) web results from Bing.com that match exactly those displayed when a search is conducted directly on Bing.com, as shown below:

Social network search today is still quite small, comprising only 2.7 percent of all searches in March 2010 (according to GigaOm). Furthermore, the majority of searches on Facebook consist of two words, suggesting that most searches performed there are done to find people. But the size of the Facebook user base and the high activity level of the Twitter user base suggest that once social network search as a product is ready for prime time, Facebook and Twitter can place it front and center in the user experience and quickly gain share.

Action items
So how should marketers and publishers be driving increased traffic by leveraging the connection between social and search? Here are four "musts" of on-site social optimization to get you started:

1. Facilitate social referrals
Social referrals are the No. 1 way to drive traffic to your site from social networks, and are also a growing element of traditional search. Here are six key areas on which to focus:

  • Remove friction from the sharing process. The social networks and portals all make second-generation sharing tools (those tied to the use of an existing identity), enabling users to share without leaving your site, and with a single click. 

  • Prompt people to share. Prompt users to share after they complete activities, such as watching a video or taking a poll. And provide options to share right within the site flow. Prompting people at the right times, and incorporating auto-sharing features can increase sharing by as much as 500 percent.

  • Enable sharing to multiple feeds. The feeds on Facebook, Twitter, Yahoo, Google, Windows Live, and more have all become viable and sizeable sources of traffic for websites that have implemented these second-generation sharing tools. Be sure to give your visitors multiple options for sharing, as well as the ability to share to multiple feeds at once.

  • Optimize your content for performance. Second-generation sharing tools give your site the ability to specify image, copy, links, and more for every item shared. Be sure that each of these elements is optimized to drive the maximum number of return clicks whenever someone views it in a feed. Is the image compelling? Does the copy make sense? Is there a call-to-action? If you're not driving many return clicks, your content could be the culprit.

  • Shorten all links. Not only is link-shortening critical on limited character platforms like Twitter, where you might lose all return clicks if your link doesn't fit, but it is also critical for tracking return traffic from all providers.  This effort is critical for tracking ROI. If brand is a concern, it is possible to create branded or vanity URLs. 

  • Remember your social content. The moment at which people contribute content to your site -- from experiences to photos -- is the point in time most likely to result in a share, so make it easy for them.

2. Ensure social content is both search-engine friendly and feed friendly
While most sites make their core content accessible to search engines, many don't realize the importance of making their user-generated content both sharable and search engine friendly. Comments, reviews, and forums are the most popular type of user-contributed content, and most of the platforms that offer these features are built with SEO in mind. But check that you are taking advantage of all of the tools available to structure this content. Also be sure you are incorporating all of your content opportunities; for example, if users can contribute recipes, photos, or other rich content, ensure that this information is accessible and well-structured.   

3. Add semantic search classification
While social network search volume is small today, there are several reasons to add semantic classification to your site's pages, as well as to tweets made from your site. First, they offer another opportunity to generate feed items, increasing the amount of sharing happening on your site and driving traffic back to your site from the feed. Second, classifications like Facebook's Open Graph and Twitter's Annotations are clearly a foundation on which to build a search product.

Best practices include:

  • Capture as many levels as possible when classifying each social object. For example, don't stop at tagging an Elizabeth George novel as "book"; be sure to also classify it as "mystery" as well.

  • Use FBML (Facebook Markup Language) to get maximum exposure in the feed.

  • Include higher-level objects like your brand and website.

4. Enable social discovery from within your own site
Optimizing your site for social discovery also includes providing social and semantic web context to the content and activity discovery mechanisms on your own site. There are two primary ways of doing this:

  • Social sign-on: Websites can best leverage social graph and semantic data by enabling their users to sign-in with an existing social identity, which gives the site access to rich user and friend data, depending on each user's privacy settings. This is a capability the social providers make available to third-party websites; however using a vendor can simplify the process of both adding and maintaining this functionality for one or more providers.

With social sign-on in place, a website can apply both social network and semantic data to create custom features. For example, a site can add an activity feed that incorporates users from multiple social networks, as well as the specific activities that a site wants to display. At the other end of the spectrum, consider Amazon's new personalized pages. In the example below, after signing in with a Facebook identity, the Amazon user is presented with two social discovery features: One is a list of friends who have birthdays in the coming week. Clicking on the gift suggestions link below each friend's photo brings up search results based on the books and movies that friend has "liked." Amazon is taking the semantic data of the likes and applying their own search algorithm to it.  No. 2 is purchase suggestions for the Amazon user based on books and movies that their friends have "liked." The suggestions are accompanied by a display of how many of the user's friends have "liked" the item, as well as photos of those friends. The friend's name appears when the user mouses over any photo.

  • Simple social network plug-ins: Facebook and Twitter also provide simple activity feed plug-ins for third-party websites that present what a user's friends have liked or shared on that site, incorporating both social graph and semantic data. The plugins are simple to add. However, "like" data cannot be accessed and applied by the website, the plug-ins are currently only available for users of Facebook or Twitter, multiple plug-ins need to be implemented to serve users of both networks, and the plug-ins cannot be customized.

Applying social information to improve the way people discover information is the future; both the search engines and social networks see that future, and their products now reflect it. For online businesses, the landscape has become more complex, but it also means greater opportunity as power shifts back toward websites that are able to successfully optimize for these new channels of social discovery.

Liza Hausman is vice president, marketing, at Gigya

On Twitter? Follow iMedia Connection at @iMediaTweet. 

Elizabeth M. Lloyd is Co-Founder and Chief Revenue Officer of 9Global, Inc. (www.9global.com), an international online marketing company focused on lead generation and customer acquisition. Elizabeth´s work on international online marketing...

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