Tài liệu Module 7: Managing Mailing Lists docx

Contents
Overview 1
Introducing the ListBot Service 3
Types of Lists 5
Creating a List in ListBot 7
Managing Lists 9
Managing List Members 14
Managing Messages 18
Viewing Reports on Lists Created in ListBot 22
Lab 7: Managing Mailing Lists 23
Review 30

Module 7: Managing
Mailing Lists


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Module 7: Managing Mailing Lists iii


Instructor Notes
This module introduces the concept of mailing lists as a promotional tool for e-
commerce Web sites. The module describes the role of the ListBot service of
Microsoft
®
bCentral
™
in the creation and management of mailing lists. Students
will also learn the steps required to use the ListBot service.
After completing this module, students will be able to:
!
Identify the benefits of using the ListBot service.
!
Create a list in ListBot.
!
Manage lists.
!
Manage list members.
!
Manage messages.

!
View reports on lists created by the ListBot service.

Materials and Preparation
This section provides you with the materials and preparation tasks you need to
teach this module.
Required Materials
To teach this module, you need the following materials:
!
Microsoft PowerPoint
®
file 1933A_07.ppt
!
Module 7, “Managing Mailing Lists”
!
Lab 7, “Managing Mailing Lists”

Preparation Tasks
To prepare for this module, you should:
!
Read all of the materials for this module.
!
Complete the lab.

Presentation:
120 Minutes

Lab:
60 Minutes
iv Module 7: Managing Mailing Lists

Module Strategy
Use the following strategies to present this module:
!
Introducing the ListBot Service
When explaining the concept of mailing lists, emphasize the importance of
using mailing lists to promote e-commerce Web sites. Then, briefly discuss
the features of the ListBot service of Microsoft bCentral.
!
Types of Lists
Describe the three unique types of lists that a list owner can create by using
ListBot. Emphasize that for an online business, a moderated list gives the
list owner control over the types of messages that reach list members.
!
Creating a List in ListBot
Explain the steps for creating mailing lists by using ListBot, and
demonstrate the steps by using the PowerPoint presentation on the instructor
computer.
!
Managing Lists
Explain the need for editing, deleting, and restoring mailing lists, and how
to carry out these tasks by using ListBot. Demonstrate each step by using
the PowerPoint presentation.
!
Managing List Members
Describe how new members are invited to join a mailing list, how
membership subscription requests are approved, and how undesired
members are removed from a list. Demonstrate each step by using the
PowerPoint presentation.

!
Managing Messages
Describe how to moderate messages, and how to view archive messages that
belong to a mailing list. Explain the steps and demonstrate them by using
the PowerPoint presentation.
!
Viewing Reports on Lists Created in ListBot
Describe the purpose of all of the reports created by the ListBot service, and
demonstrate the report process by using the PowerPoint presentation.

Module 7: Managing Mailing Lists 1


Overview
!
Introducing the ListBot Service
!
Types of Lists
!
Creating a List in ListBot
!
Managing Lists
!
Managing List Members
!
Managing Messages
!
Viewing Reports on Lists Created in ListBot

An Internet mailing list is a powerful way to reach your online target audience
or customers. Internet mailing lists are communities of people who discuss their
favorite topics through e-mail messages. Consider the following examples:
!
Students can join an education mailing list where they can meet other
students and exchange e-mail messages to discuss educational opportunities
and career options offered by various schools.
!
People who are interested in health and beauty can join a health and fitness
mailing list and discuss health products, hair care, skin care, weight loss,
nutrition, and promotional offers for related products from top online
retailers.
!
IT professionals can join software, e-commerce, Web design, or similar
mailing lists to enhance their knowledge and keep updated on the latest
technological developments.

A common type of Internet mailing list is the newsletter or announcement
format, in which the list owner periodically sends e-mail messages to an
interested audience. The audience does not participate directly, but might
communicate with the writer later.
As the owner of an online business, you will find a mailing list particularly
useful for promoting your e-commerce Web site. You can invite your clients
and customers to become members of your mailing list, or you can place a link
on your site that lets anyone sign up for your mailing list. With the consent of
your mailing list members, you can broadcast newsletters and online flyers with
announcements about your online business.
Topic Objective
To provide an overview of
the module topics and

objectives.
Lead-in
In this module, you will learn
about the concept of mailing
lists used for the promotion
of e-commerce Web sites.
You will also learn how the
ListBot service of Microsoft
bCentral helps you to create
and manage mailing lists.
2 Module 7: Managing Mailing Lists


For example, you can use your mailing list to advertise new products or
services, mail weekly newsletters and brochures, invite members to attend your
exhibitions, or offer special rates and discounts on your products or services.
You can easily keep your list members informed about the latest developments
in your online business, and encourage them to visit your Web site repeatedly.
In addition, periodic mailings keep customers thinking about your site and your
business. Some mailing lists also allow customers to offer suggestions, post
complaints, and hold discussions.
The ListBot service of Microsoft
®
bCentral
™
lets you create and manage
mailing lists for the promotion of online businesses.
After completing this module, you will be able to:
!
Identify the benefits of using the ListBot service.

!
Create a list in ListBot.
!
Manage lists.
!
Manage list members.
!
Manage messages.
!
View and interpret reports generated by the ListBot service.

Module 7: Managing Mailing Lists 3


Introducing the ListBot Service
!
ListBot includes the following features:
#
Creates a Web site that hosts lists
#
Allows a user to subscribe to a list on invitation by the list
owner, or from an e-commerce site
#
Sends a verification message when a user subscribes to a list
#
Provides demographic information on list members
#
Maintains an archive of the past list messages
#
Automatically maintains the list subscribe and unsubscribe

functions
#
Allows an unlimited number of subscribers, messages, and lists
#
Allows a list owner to decide which messages should be
distributed


The ListBot e-mail marketing service of Microsoft bCentral is an effective tool
for creating an Internet mailing list that you can use to communicate with your
clients or customers. ListBot manages mailing lists, manages list members, and
provides reports on the demographic data of your Web site visitors.
A mailing list in ListBot consists of a list owner and list members. The list
owner sets up and maintains the mailing list. The list members are the people
who subscribe to the mailing list, receive e-mail messages sent by the list
owner, and participate in discussions by sending messages to the list. The list
owner authorizes the messages sent by the list members before they are posted
on the mailing list.
Mailing lists are of two generic types:
!
Opt-in mailing lists are used for sending e-mail messages to the people who
voluntarily subscribe to your mailing list.
!
Opt-out mailing lists are used for sending e-mail messages to the people
who have not subscribed to your mailing list.

Mailing lists created by using ListBot are opt-in mailing lists.
Topic Objective
To introduce the important
features of the ListBot

service.
Lead-in
ListBot is a powerful service
that helps you to create and
maintain mailing lists for
your e-commerce Web site.
4 Module 7: Managing Mailing Lists


Features of ListBot
The following are the main features of ListBot:
!
When you create a mailing list, ListBot automatically creates a Web site that
hosts that mailing list.
!
Web users can subscribe to a mailing list through either of the following
methods:
• The list owner invites people to become list members by sending them
invitation e-mail messages through the ListBot service. Recipients of
invitation messages can give their consent to join the list by replying to
the message.
• A Web user can also subscribe to a mailing list from the Web site that
hosts the list. You can place a link to this site on your e-commerce Web
site.
• Alternatively, a Web user can subscribe from the e-commerce Web site
itself. This is possible only if the list owner adds the ListBot HTML
code to the e-commerce Web site.
!
When a customer subscribes to your mailing list, ListBot sends a
verification message to the customer. The purpose of the message is to

verify the customer’s e-mail address and confirm that the customer wishes
to join the list. When the customer replies to the verification message with a
blank message, the customer is added to the mailing list.
!
Prospective list members are asked demographic questions when they
subscribe to the list from the Web site, but not when they subscribe by e-
mail. The list owner specifies which demographic questions must be
answered and which are optional. ListBot uses the responses to these
questions to analyze the popularity of the mailing list in specific geographic
areas or among specific age groups or profiles of people. This information is
provided to the list owner in the form of ListBot summary reports. The list
owner can then target sales promotion efforts toward people who have the
appropriate demographic profile.
!
ListBot maintains an archive of past messages sent to the mailing list by the
list owner and members. These messages can be reused as and when
required.
!
ListBot automatically manages the list subscribe and unsubscribe functions.
!
ListBot allows unlimited subscribers, messages, and lists.
!
ListBot gives the list owner complete control over what appears in the
messages distributed across the mailing list.

Module 7: Managing Mailing Lists 5


Types of Lists
!

Announcement lists
#
List owners have the right to send messages
#
List members do not have this right
!
Discussion lists
#
All list members can send messages
#
The messages go to everyone on the list
!
Moderated lists
#
The list owner must approve messages
#
The list owner can either send the messages or delete
them


You can use the ListBot service to create several different types of lists,
depending on the unique needs of your e-commerce Web site.
The following table describes the different types of lists that you can create by
using ListBot.
Type of list Description

Announcement list Only the list owner can send messages to the list. List
members cannot send messages.
Discussion list All list members can post messages to the list. Any
message sent by a list member will go out to everyone on

the list.
Moderated list All messages sent by list members first go to a message
queue. The list owner must review the messages in the list
message queue and decide whether to send a message to
the entire list or delete the message.

Each type of mailing list has its own unique advantages.
Announcement list
You can use an announcement list to do the following:
!
Keep in touch with your employees by sending them regular updates about
benefits or company news.
!
Keep in touch with your suppliers, contractors, and partners by letting them
know what is going on in your company and sending them regular updates
on prices, procedures, products, and personnel changes.
!
Keep in touch with your regular customers and clients by sending them
regular product and price updates.
Topic Objective
To introduce the types of
lists that can be created in
ListBot.
Lead-in
You can use ListBot to
create several different
types of mailing lists. The
type of list that you create
will depend on the specific
needs of your business and

your e-commerce Web site.
6 Module 7: Managing Mailing Lists



Discussion list
A discussion list enables you to do the following:
!
Facilitate discussions with your employees about company issues.
!
Create a forum for discussing your favorite topic, such as clubs, e-
commerce, education, health and fitness, the latest pop music, toys and
amusement parks, travel, and so on.
!
Create a discussion list to encourage feedback and discussions about your e-
commerce Web site’s products and services.

Moderated list
A moderated mailing list is typically used to:
!
Maintain control of messages sent by your list members.
!
Restrict messages that contain objectionable material.

If you want to create a mailing list for your online business, you should
preferably create a moderated list. This will help you to restrict messages that
might misrepresent your products or your business.
In addition, if you create a mailing list for an e-commerce Web site that features
items of interest to children, you need to monitor all of the messages carefully
to prevent messages with adult material from being circulated across the list.

Module 7: Managing Mailing Lists 7


Creating a List in ListBot
!
Information that you must enter when signing up for
ListBot includes:
#
ID and name of the list being created
#
Description of the list
#
URL of the e-commerce Web site home page
#
URL of the page where the custom logo is located
#
Text of the custom subject of list messages
#
E-mail address that should appear in the From box
#
Type of list
#
Frequency of report generation


Creating a mailing list by using the ListBot service involves creating the list
and then selecting demographic questions to be answered by prospective list
members when subscribing.

If you are a member of Traffic Builder, you do not need to sign up
separately for the ListBot service—you can log in to bCentral Traffic Builder
and use the ListBot service to create mailing lists.

The following details must be entered when filling out the ListBot sign-up
form.
Option Description

List ID Specify a short name for your list. The name must
contain at least two characters but should not include
any spaces. This list ID forms the address of the Web
site that hosts the list, as well as the e-mail address of
the list itself. For example, if you specify xyz as the
List ID, the site will host the
list. The e-mail address of the list will be

Name of List Specify a name for your list.
Short Description of List Specify the purpose of your list.
URL of Homepage Specify the URL of the Web site for which you are
creating the list.
URL of Custom Logo Specify the URL of the image that should be displayed
on the Web site that hosts the list.
Subject Specify a custom subject that should appear in the
Subject box of the messages that you send to the list
members.

Topic Objective
To describe the process of
creating a ListBot mailing
list.

Lead-in
After you sign up for the
ListBot service, you can
create a mailing list for your
e-commerce Web site.
Creating a mailing list is a
relatively simple process.
Delivery Tip
Show the sign-up screen to
the students. Demonstrate
the procedure for creating
an announcement list for the
Mightyflight Toys Web site
in ListBot.
Note
8 Module 7: Managing Mailing Lists


Option Description

From Address Specify the e-mail address that should appear in the
From box of the e-mail messages that you will send to
the list members.
List Settings – Type Specify the list type. The options are Announcement,
Discussion, and Moderated.
List Settings – Replies
Specify whether replies to messages should be sent to
all list members, or to the author only.
Reports Specify how frequently you want ListBot to generate
reports, and the e-mail address to which the reports

should be sent.
List Privacy – List
Availability
Specify if you require the list to be a public list or a
private list. When you specify a list as public, a link is
displayed on the Web site that hosts the list, enabling
users to access the list message archive.
List Privacy – Archive Specify who can access the message archive. The
restrictions that you impose in the Archive box, and
the details that you specify in the List Availability
box, determine who can access the list archives. For
example, if you specify your list as public and indicate
that anyone may view the archive, anyone who
accesses the Web site that hosts your list can view the
message archive.
List Privacy – Membership
Listing
Specify who can view the membership listing.
List Privacy –
Subscriptions
Specify whether anyone can subscribe to your list, or
whether you must authorize subscriptions.

Mailing lists typically require prospective list members to answer demographic
questions when they apply for membership. When signing up for a mailing list,
you will be provided with a list of questions that you can ask prospective list
members. You can specify that these questions be either compulsory or optional
for list members to answer.
If you want prospective list members to subscribe to your mailing list from a
page on your Web site, you need to add the ListBot HTML code to a page on

your Web site. When you add the ListBot HTML code to the Web page, a
subscribe box and a Join List button are displayed on the page. To subscribe to
your list, a customer must enter his or her e-mail address in the subscribe box
and click the Join List button. You can add the ListBot HTML code to one or
more of your Web site pages when you create your list, or later.
Delivery Tip
Mention that the pasting of
the HTML code into the
code of the Mightyflight
Toys Web site cannot be
demonstrated in the class.
Module 7: Managing Mailing Lists 9


$
$$
$

Managing Lists
!
Editing a List
!
Deleting a List
!
Restoring a List


After you create a mailing list, you need to maintain it regularly and efficiently.
Maintaining the list requires you to manage the mailing list, list members, and
individual messages, and to monitor the effectiveness and use of your list by

interpreting the reports created by ListBot.
Managing a mailing list by using the ListBot service involves:
!
Editing the list.
!
Deleting an unwanted list.
!
Restoring an accidentally deleted list.

Topic Objective
To present the topics in this
section.
Lead-in
Managing and maintaining
the mailing list is an
important task for the list
owner.
10 Module 7: Managing Mailing Lists


Editing a List
!
Modifying list properties
!
Modifying demographic questions
!
Customizing list messages


Because your e-commerce site is likely to undergo changes over time, you will

probably need to make modifications to the mailing list to reflect these changes.
For example, you may have changed the URL of the custom logo for your Web
site. Such changes need to be reflected in the properties of your mailing list.
Modifying list properties
ListBot allows you to periodically modify the properties of your mailing list. To
modify list properties, you must first select the list whose properties you want
to modify. When you specify the option that lets you edit the list properties, the
properties of the selected list are displayed. The list properties appear in a
format similar to the ListBot sign-up form. Make the required changes to the
list properties, and then save these changes.
Modifying demographic questions
Demographic questions help you to judge your customer profile. Over a period
of time, you might analyze your list members’ answers and decide to modify
the questions that your members need to answer when registering for
membership. For example, you might decide that questions about geographic
regions are not important for your e-commerce Web site. You might also
discover that customers are reluctant to answer questions about income.
Therefore, you would want to modify the relevant demographic questions
To modify demographic questions, select the mailing list whose demographic
options you want to change, and specify the option that allows you to edit
demographic questions. The list of demographic questions appears in a format
similar to the ListBot sign-up form. Make the required modifications to the
questions, and then save the changes.
Topic Objective
To display the options
available for editing a
ListBot mailing list.
Lead-in
As a list owner, you are
responsible for updating

your mailing list options.
Delivery Tip
Demonstrate the procedure
for modifying list properties
of a mailing list. Edit some
of the list properties of the
list that you created, such as
List Settings and Reports.
Delivery Tip
Demonstrate the procedure
for modifying demographic
questions for the
Mightyflight Toys Web site.
You can change some of
the Required demographic
questions to Optional.