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This Week on Only Influencers

by in The Only Influencers Week in Review
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Each week I will be posting brief summaries of the topics raised on the Only Influencers' lists. If you like this format, please tweet about it and let your network know.

ADSP (Author Domain Signing Practices)

ADSP is an extension of the DKIM email authentication scheme. An influencer was interested in finding out how wide spread its use is and if there was any upside in delivery rates and speed and the challenges of deployment. The answer is ADSP is not widely adopted (Paypal being one of the only major domains to utilize ADSP) and there may be some significant downsides to deployment, including a potential slight decrease in delivery as a result of false positives.

The entire discussion is available to Only Influencers Members here: ADSP Usage

New University of Pennsylvania Study

The influencers were interested in a new social media study from U of P called "What is Facebook" (click HERE to download study). Participating int the study were  Penn students, ages 18-22, who were asked to give up a particular communications medium for one week (Cell phones, Texting, Facebook, Email, Online Messaging). Asked to give a monetary value that constituted "fair compensation", email came out on top with students putting a price tag of $99 a week to give up email, $85 a week to give up texting, $73 a week to give up cell phones, and $44 a week for going without Facebook for a week. Of course this is in direct opposition to Facebook COO Sheryl Sandberg's often satirized statement "If you want to know what people like us will do tomorrow, you look at what teenagers are doing today. Email- I can't imagine life without it-is probably going away."

The entire discussion is available to Only Influencers Members HERE.

Scrubbing Competitors from Your List

The Influencers wondered if it is ever a good idea to try and scrub competitors from your list. The answer is that, due to the near impossibility of doing this, it is probably just not worth the time. Your competitors can and probably are seeded on your list with various Yahoo, Gmail, and AOL addresses, probably multiple times. The best you can do is make it hard by requiring only company email addresses be used and block AOL, Gmail, and Yahoo addresses, which might help in a B2B environment, but certainly not B2C. Besides, even if you successfully block your competitors, they can use monitoring services such as eDataSource to access your email, Facebook, and Twitter campaigns.

The entire discussion is available to Only Influencers Members HERE

You Can Not Opt-Out of System Messages

The Grey area of "System Messages" which are thinly veiled marketing messages was a topic of discussion this week. CAN-SPAM only requires opt-outs on commercial emails, not transactional messages. Certain marketers send out "system messages" that are borderline (or not so borderline) marketing messages with Terms and Conditions in the footer stating that subscribers cannot opt-out of receiving these messages. Before you get the idea that it is a good move to mix your messages and get around CAN-SPAM, you should read the tale of one Influencer who brings up the case of one UK company who sent out a system message to their entire database with disastrous results.

The entire discussion is available to Only Influencers Members HERE

Why Email is Still Hot

Looking for Stats that show Email is still Hot? So were the influencers this week. One good resource is this recent article in eMarketer. Internet users subscribe to an average of almost 3 daily or weekly shopping emails and 56% of internet users subscribe to at least two of the emails. 61% said they read all the messages. Influencer Simms Jenkins gives 4 reasons email is hot including the recent IPO of Responsys. Other influencers through in a few more stats:

Email is the preferred method of commercial communication by 74% of all online adults. - /Merkle/ "View From the Digital Inbox 2011" (2011)

63 % of mobile email users check the account a minimum of once per day. - /Merkle/ "View From the Digital Inbox 2011" (2011)

94% of daily email users subscribed to marketing messages - /ExactTarget/ "Subscribers, Fans, and Followers: The Social Profile" (2010)

And Jeanne Jennings shares some slides from her "Perception vs Reality" presentation.

The entire discussion is available to Only Influencers Members HERE

The Children's Place Breach

Influencers were concerned that another data breach last week at children's clothing retailer might be another platform breach similar to what happened to Epsilon recently. Fortunately for Cheetahmail which hosts TCP's email database, the error was TCP's whose login credentials were compromised and didn't represent a breach of the Cheetmail platform according to

But this lead to a much larger and angrier rant from some of the the more frustrated influencers who demanded that ESP's get their house in order. Dela Quist summed it up the frustration is this message (printed with permission of Dela):

"The fact that ESP's are still being compromised 6 - 12 months after these attacks started beggars belief! In the 10 years I have been involved in this industry I cannot think of anything more likely to damage the industry we care about so passionately, by putting brands that send email and the consumers that receive those emails off email marketing than the relentless tsunami of negative news and apologies that have gone out in the last 6 months. These attacks are making prime time news - when was the last time email marketing did that?"

"Everyone I have spoken to that knows anything about security agrees that preventing phishing attacks and more importantly preventing successful attacks from spreading to the entire client base is not only relatively easy but relatively inexpensive.

So my message to the ESP's is; first cast out the beam out of thine own eye; and then shalt thou see clearly to cast out the mote out of thy brother's eye.

In other words, don't lecture us about email best practice until you get your own house in order."

(editors note: This has been edited down from Dela's original post. Dela's statement is much longer and within the context of a larger discussion. For the full conversation see the link below.)

The entire discussion is available to Only Influencers Members HERE

Responsys Inc's 6.62M Share IPO Prices at $12

Responsys Inc.'s initial public offering of 6.62 million common shares priced at $12 each, above the software company's expectation.
The company, which filed plans to go public in late 2010, had earlier this month estimated it would sell the shares between $8.50 to $10 each.

Silverpop's New 'Snooze' Tool

Silverpop's new 'Snooze' tool that let's customers remain opt-ed in but allow them temporarily halt delivery of email messages got a big thumbs up on the Influencers "Cool" meter. While the technology has been around for some time, this is the first turnkey solution that allows clients to hit the snooze button on their favorite email marketing program.



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Guest Thursday, 17 April 2014