Marketers must follow the FTC’s CAN-SPAM guidelines as they apply to transactional messages; however, transactional emails are frequently embedded with promotional content. We’ve found that retailers can, on average, generate an additional $2.9 million annually by including promotions in their transactional communications. When content gets mixed in together, we often hear clients asking: where is the line drawn between promotional and transactional messages?
While there is no silver bullet for determining the difference between each message type, there are some guidelines that can help you determine whether or not the message will be subject to the CAN-SPAM Act. The FTC places a great deal of weight on the subject line of a message, so if the subject line would lead the recipient to think it’s a transactional message, it’s a transactional message for CAN-SPAM purposes. Additionally, the content of the message matters. If the majority of the message is commercial, or the bulk of the transactional part of the message doesn’t appear at the beginning of the message, CAN-SPAM considers the message a commercial one.
Regardless of message type, there are a few best practices to keep in mind to comply with CAN-SPAM (and maintain a good sender reputation).
I'm pleased to announce that "The Forrester Wave™: UK Interactive Agencies — Web Design Capabilities, Q1 2010", is now available to Forrester clients on the Forrester Web site.
This report is an evaluation of the Web design capabilities of leading UK design agencies: AKQA, Amaze, Detica, EMC Consulting, LBi, Reading Room, Sapient Interactive, VML London, and Wunderman. Putting this together took six months of effort by a hard-working team that included Harley Manning, Angela Beckers, Richard Gans, William Chu and Shelby Catino.
In our research, we found that Detica and Sapient Interactive led the pack for transaction-led projects, due in large part to the high usability scores earned by the client reference sites they provided for evaluation. AKQA, EMC Consulting, LBi, Reading Room, and Wunderman were Strong Performers for transaction-led projects, with AKQA's exemplary Brand Image Review scores moving it into the Leaders' circle for image-led projects. Rounding out the field, Amaze showed strength in multilingual projects and image-led projects, while VML London earned top scores from both reference clients for the business results it produced. Both agencies came in as Contenders.
All nine vendors in this report have significant market presence and capabilities to service large clients. They are all ranked in the top 25 UK agencies by fee revenue (using data published by New Media Age).
What sets the Wave apart from other industry rankings and awards is the transparent, fact-based evaluation that underpins it. Forrester clients have the ability to look at detailed vendor scorecards and see what the strengths and weaknesses of each agency are.
To gather information on the strength of each vendor's current offering (represented on the vertical axis) and strategy (represented on the horizontal axis), we used the following methods:
I find it quite amazing to see the societal impact of mobile phones.
They have changed the way we communicate and live. There is a drastic change in the way children and parents communicate, in our individual relationships with time and location and in so many other parts of our daily lives. There are interesting books and theses about this topic. I recently came across an interesting view point from Russell Buckley about the "Unintended Consequences and the Success of Blackberry in the Middle East", which is further proof of how disruptive mobile can be. As communication and creation/media tools, mobile phones offer new ways to upload and access information (remember the riots in Iran). As such, governments have to monitor and anticipate this impact.
Beyond this, public authorities can make the most of mobile services. Many local councils, regional and national governments, and transport authorities are launching mobile initiatives, creating new value-added services for citizens, and trying to use mobile to connect with the least connected. They need to anticipate the arrival of NFC technology and make the most of more mature mobile ecosystems. They should balance their mobile investments with the constant need to avoid discriminating against particular groups of citizens and to allocate funds to projects with critical mass. Governments in particular can play a key role in stimulating ideas for new services and in backing and funding the most relevant initiatives.
A few years ago, Procter & Gamble publicly stated that it had experienced inconsistent research results from successive online research projects. Other organizations shared similar experiences, and questions were raised about “professional respondents.” The trustworthiness of online research was in question, and multiple initiatives arose. In the past two years, we’ve seen a lot of debate around this topic, and associations such as ESOMAR and ARF have come up with protocols that all good panels should follow — and many have. But what does this mean from a client perspective? How have initiatives like ARF's Quality Enhancement Process, MarketTools' TrueSample, or processes like machine fingerprinting changed the industry?
Four years ago, I waved good-bye to my Pharma industry research and began writing about B2B marketing best practices, as part of Forrester's marketing and strategy research group headed up by Elana Anderson. Harte-Hanks sponsored my first Webinar in this new role -- called "Improving the Maturity of your Lead Management Process" -- and Elana and I teamed up to present the webcast that aired on June 7, 2006. At that time, my research on lead management best practices was only beginning and social media was an emerging concept that Charlene Li had just started to explore in Forrester's seminal research, the "Social Computing" report. A lot has changed since then.
Through an amazing coincidence, my life as one of Forrester's top B2B marketing analysts begins and ends with Harte-Hanks. Tomorrow, March 30, I will broadcast my last Webinar with Forrester and I am so very pleased to do so with folks at Harte-Hanks who helped me launch this journey.
As spring approaches, we are entering high planning season for our upcoming Forrester Marketing Forum. This is my third year designing the event content, and my co-host Carl Doty and I are working with the keynotes on their speeches. Things are shaping up nicely!
We just caught up with Pam Kaufman, CMO of Nickelodeon, and her team. Nickelodeon (producer of my son's favorite SpongeBob SquarePants) is undergoing a big effort to link their family of brands to the parent Nickelodeon brand. Forrester's event will be the first time that they've told their story externally. Pam has great passion and enthusiasm for her brand and this effort - I can't wait to hear more . . .
If you have a specific question that you'd like to ask Pam during the Q&A, then feel free to comment here or send me an email (firstname.lastname@example.org).
We hope to see you at the forum. Our Early Bird rate expired March 12, but if you call our Events Team at 617.613.5905 with discount code MFXBLG, and they’ll extend the $200 discount for you.
Last week, I attended Research 2010, the research conference organized by the UK's Research Organization. One session was on innovative research methodologies, and although it's not completely new to the industry, I was surprised to see two of the presentations covering research methodologies that capture people's unconscious behavior through technology.
The first was a presentation about lifelogging, or “glogging” for those in the know. Simply put, lifelogging documents somebody's life through technology worn by the “respondent.”
Bob Cook from Firefish presented how this technology helps researchers better understand the tradeoffs that people constantly make. Lifelogging has a long history, and it was started by Steve Mann. In the early 1980s, he walked around with recording gear that looked more like a suit of armor.
About 40% of US online adults now have a home theater audio system connected to their TVs, providing a better sound experience than the typical speakers connected to a PC or those built into a boom box. Forrester’s Consumer Technographics® data shows that US consumers who have home theater systems take home entertainment seriously; they have a variety of entertainment devices, including set-top boxes, connected to their TVs.
Several of my recent client engagements have been about the social media skills/resources that will be required in field marketing in the next years. While this is something I am already working on with an empirical survey, that will take more time to complete, so watch this space for those details. Here are my initial thoughts, tested with several tech marketing practitioners already.
Firstly, my stake in the ground — I think Field Marketing’s focus will morph from customer acquisition to relationship management, from demand generation to demand management; it will be all about lead nurturing.
We’ll need to reduce our base of pure marketing professionals (events/marcom people), by automating and semi-centralizing (from country to regional level) marketing campaign management. And we’ll need to increase local resources to engage with local bloggers, communities, prospects, and customers. This will include a mix of hiring expert people (strong consultative sales reps looking for an easier time, experienced support people, current product champion field marketers) and leveraging local journalistic resources. More importantly, we will also need to re-engineer our collateral to a marketing asset library of shorter and more direct, but less hard-selling, pieces that we can leverage into the lead-nurturing programs.
Top rail navigation will go tabular – in response to positive use of the category navigation along the left hand side of Bing, MS is also going to adjust the top rail of the search results to include tabs that will allow for drill down into categories of content related to the user’s search. Left rail and top rail categories will vary according to the search. See below for an example: