Apr 13 2009
The American Moviegoer, defined by Experian Simmons as someone who tends to watch a movie after opening weekend and within the first two weeks of its release, posesses a number of defining characteristics and behavioral tendencies worth noting. In this entry of Know Your Personas, EmailResponsibly.com takes a closer look at this group by reporting a combination of data from Experian Simmons and Pricegrabber.com.
Apr 10 2009
In response to the news that two U.S. Senators have introduced legislation to stop unsolicited text messaging, it might be helpful to clarify whether unsolicited commercial texting is already illegal.
In 2004, the Federal Communications Commission released its Rules and Regulations Implementing the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003. The primary purpose of the rules governs commercial email sent to a mobile user with an Internet domain name. (eg; anything with an @’example’.com email address.) However, the FCC clarified in this rulemaking that short message service/text messaging via an “automatic telephone dialing system” is prohibited under the Telephone Consumer Protection Act (TCPA), which includes all phone numbers registered with the FTC Do Not Call Registry.
To be clear, ‘automatic telephone dialing systems’ are defined as “equipment which has the capacity (A) to store or produce telephone numbers to be called, using a random or sequential number generator; and (B) to dial such numbers.”
Apr 09 2009
Walking into an ice cream shop presents you with many possibilities, as there are numerous flavors and almost limitless combinations available to you. To make the decision process easier, you have the ability to taste samples of a few flavors before making a purchase. From the ice cream parlor’s point of view, whether you go with vanilla, rocky road, mint chocolate chip, or strawberry, there is no specific flavor that would yield a less than perfect conversion at the register. From your point of view, the tasting process has a high impact on the type of purchase you will make.
Driving conversions over the Internet requires a similar philosophy to ice cream sales, only taken one step further.
Email testing should be as routine as sampling flavors at your local ice cream parlor. E-mail marketing, similar to ice cream, lends itself to testing, because you can discover interesting results from sampling among a large pool of variables. If your email subscriber lists are large enough, I recommend sending a small portion of tests and control versions of your e-mail to 20% of your list, then deploying the remaining 80% a couple days later to the winner of the test (or even better, try a random 10-10-80 split).
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