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***: All right. Good afternoon everyone and thanks for joining our
webinar. We're going to talk today about perfectly timed text messages.
I'm *** Larkin. I'm your host and I'm joined today with [Meredith Elger]
and with [Megan Moser], our text specialists. They're going to be
answering a couple of questions as well, too, and talking a little bit
about what works and how to make text messaging that works for you.
So, the beautiful thing about text is that, as you're doing this, you
decide exactly when you want your message to be delivered. And
if you think about, in the history of marketing for small
businesses or most businesses, you could never perfectly time
when your message would be delivered. You could determine when
you were going to send it, but you could never really perfectly
time when somebody was going to receive it. If you think about
putting a postcard in the mailbox, running a radio campaign,
doing TV campaigns, sending e-mails, you could never really
perfectly time when somebody was going to get your message.
With text, you can decide almost within the exact minute of when you
want your message to go out, when people should receive that or
when they're going to receive it and, because text gets read so
quickly, your message is delivered really within the few minutes
of exactly when you want it to be delivered and that changes
marketing a little bit. So, that's kind of cool. It's really a
lot of fun.
We're going to go through some really fun examples here as we go
through this. I'm going to just do a very, very quick reminder
on exactly how text marketing works because as I was looking at
the attendees, and we had several hundred people sign up for
this webinar, even though we've only got 101 seats, so if you
got in, congratulations. If you get flounced, we are recording
this so we'll be able to show it offline as well.
The way that text marketing does work is that people join a list by
texting in a code. Here you're seeing [Krum's Confection]; this
is a sign, they're one of our customers, and to join their
program you would send a text message to 36000, which is our
number, 36000, and their code is J751. So, if you send that
text, J751, to 36000, you've joined their list.
What's really cool about text marketing is that your messages only go
to people that want to receive them. So, you're not
broadcasting your message out to everybody on earth. You're not
disrupting. There are some people that want to receive your
messages, some people that don't. You're only messaging out to
people that want to do that.
And text messaging is delivered at a precise time and it's usually
read within three minutes. As my friend Paul [Revere] will say,
"That doesn't suck."
So, let's look at the urgency. Urgency in messaging drives action
and what we've found is that when we help businesses be really
thoughtful on their urgency, that's what gets people to take
action there. So, it's different than other types of messaging.
It's really not branding, it's not brand-building; it's all
about how do we get somebody to take action now.
There are another couple of ways that tag along with outside events
as well and we'll show you a couple of really great examples of
that, of something that's going on outside of your business.
It'll allow you to send you a message that correlates with
something that's going on in life and you can deliver very close
to the decision point.
So, ideally, you want to be right there when somebody is thinking
about the decision to buy whatever it is that you're making and
it doesn't matter whether you are selling donuts or . . . I
know one of our subscribers is a guy who creates monuments. He
carves tombstones. There is a decision point and you want to be
in contact with people right exactly at that point.
And most importantly, that we're finding, is to make sure that you
keep testing because what works with one business will often not
work for another business. Every business is unique. Even
members within a same franchise organization find that different
types of messaging, different timing work works in different
marketplaces. And so, we're going to go through some examples
of exactly what to do.
So, we boil everything down into really one concise slide. When
should you time your messaging out? So, number one is right
before that customer's decision. And if you think about that,
when is my customer making a decision to buy the products that I
sell? When are they getting ready to do that? And a great
example of that is one of our customers, a pizza place.
One of our sales reps actually was working with a pizza place and he
says, "Jess?, my messages aren't getting the response they used
to get." And she says, "You know, I'm on your list and I get
your message at 5:30." And she says, "I'm a single mom. I tell
you, by 5:30 I've already made a dinner decision. That's too
late for me because if I'm ordering pizza at 5:30, the kids
aren't eating until 6:30 and, literally, let's move this up an
hour."
We'll see that happen frequently, somebody changing to make sure that
they're right in sync with somebody's decision plans.
Number two is coordinating with outside events and that can be
weather, it can be the Super Bowl, it could be a high school
football game, it could be a parade or a festival, a lot of
different things; but really timing with that's going on in your
outside world there, or when you need action as a business
owner. So, a lot of times it's not driven by what the customer
wants, but what you as a business owner want. And we'll show
you a couple of examples of that.
So, little disclaimer here. The results that we're about to show
you were reported by business owners who do use our system. We
don't verify that. We really have no way to look inside their
cash drawer and count their money for them. They like it that
way, but they do share with us. And they really have no intent
of other than to help us help them and we tend to have a very
collaborative approach with the customers. We can't promise
that you'll get the same results. You may do better, you may do
worse, but your results will be your own. We're going to go
through a handful of tips. And also, I want to put this out as
a PDF. So, we'll send out all the slides to you so you'll have
these as well offline.
So, number one is respecting you customer's time. And last year as
an organization we sent a little over 10 million messages for
4,000 businesses. Almost every business that we work with is
locally owned and operated. We do work with a couple of big
chain stores, but the vast majority are family-owned businesses.
And one message to me stands out as my very favorite, perfectly timed
message that went out here, and here it is on the screen; but
it's [Hogue's] IGA. And if you're not familiar with IGA, that's
Independent Grocers Association. "Gas just took a big jump to
$3.59 a gallon. We are still at $3.34 and we will not go up
until 3/30. Hurry in and save."
So, a couple of things right here; one, this is extraordinarily
timely. So, they sent this out just as a big jump, that's a big
jump in pricing going up, but it's also a great reward for their
customers. And frankly, wouldn't you just love a store that
give you advance notice like that? Because otherwise, I will
tell you that I'm on a number of gas stations' text lists,
partly because I'm in the business. I really like seeing those
messages that gas prices are going up. I hate that gas prices
are going up, but I like getting a little advance notice and I
almost always take advantage of that and fill up my tank on the
way home.
So, number two, and let's have somebody else talk. Meredith, you
want to take this one? Perfect.
Meredith: Yeah. So, our second tip for you today is some messages can't
wait. We sent a couple weeks ago, possibly the most important,
most significant message we've ever sent and this is exactly
what it said: "Missing girl. 1900 block of Willis. 11 years
old. Blond. Red glasses. Black Coat. Black backpack with
'Love' and silver. Contact police." And we put the phone
number in there so all the residents had to do was click on it
and they would be right on the phone with the police.
We sent that out and a mobilized community found her actually within
20 minutes. She was just locked in the garage. But that's very
powerful.
***: With her boyfriend? Just thinking out loud.
Meredith: No. And basically everything turned out just fine. But as a
city, to be able to send out a mass alert and having residents
run around and find this girl, that's very powerful. If this
was the only message they sent that year, that would [inaudible
08:20]
***: Absolutely. Yeah, really, really important. The City of
Perry, Iowa used it. We work now with several dozen
communities' police stations, fire departments, public service
officials as well. Really cool. Megan, how about you? You got
one for us?
Megan: I do. Our third tip is deliver just before decision time which
*** touched on a little bit before that. Super Bowl morning is
obviously a huge morning for when you're going to get hot wings
or pizza or anything like that, when you're planning on food.
And our Rosati's Pizza, this is what they sent out: "Super Bowl
weekend special. Get an 18 inch, two topping pizza, 20 wings, 6
bread sticks and two liters of soda for only $29.59. Expires
2/3. Forward on [inaudible 09:02]", which is a pretty amazing
deal.
They ended up making $591.80 from that message which is pretty
incredible for a pizza place to make that in one day just
because of a football game going on. So, that's actually
extremely powerful for them.
***: Yeah, absolutely. So, they knew that people were thinking
about it. It's a great way for them to scoop in and do that and
Rosati's is a really nice, very nice quality franchise pizza
place here in the Midwest if you don't happen to be in our area.
I'll take the next one. Number four is turning a slow day into a
reward. This is an interesting one. This is a gas station,
one of our customers, a Valero gas station, was having a very
unusually slow day. Now, for a gas station, normally you'd have
to just sit around and wait for something to happen. You just
don't have that choice. So, it's a main street Valero. "Get
.15 off a gallon of gas between 3:00 and 7:00 p.m. when you pay
cash. Forward this message on to your family and friends."
A couple things I love about this. So, one that is they're not
taking down their price of gas for everybody; only for people
that are on this list. So, their margins remain high for all
the people that were going to come in and buy anyway, so they
didn't have to change anything at the pump. From 3:00 to 7:00,
the owner knew they were going to be there, so they were able to
watch this very, very carefully.
And the beautiful thing about it is the average tank of gas has about
15 gallons, maybe more if you drive a truck or something.
Saving .15 for a tank for a car is a cost of $2.25 discount.
But what's beautiful is that they pay in cash. That person has
to come inside the store where they're very likely to buy other
stuff, very much connect with the owner of this store or the
manager there of the store. It's a really good way to get them
to come in and drive business and they were very successful at
driving business that day and they continue to do little things
like that as well.
Meredith: Our next tip, this pizza place, he's very smart with his text
programs. He's actually located right down the street from the
high school football stadium and he sends out a message just as
the game was ending. It said: "Any large pizza just $10.99.
Mention the IP text and take $1.00 off any large pizza. Now
only $9.99. Free delivery tonight only. Call," and put his
phone number in there.
It was really smart because if you're finishing up a game, you're
thinking about where you're going to go or if you're hungry,
what you're going to eat. And $1.00 off, it's a good offer,
but it's not super compelling. He sent it at just the right
time, though. He had 40 people come in that night. Made $450
just off of that one message.
***: Yeah. Talk about really hitting it exactly right. He sent I
think in the fourth quarter. So, understanding, knowing that
people are thinking about where are we going after the game,
very, very effective way to do that.
Megan: The next one is give the IPs advance reminders. We had a
company, it was The Dog Pad. They take care of their best
customers first, which is kind of what we always want with the
VIP Text Club, and they sent out a message: "We're already
booking up for the holidays. VIPs get $5 off for the
Thanksgiving holiday with this text. Must book three nights and
forward on." And they also include their phone number in there
which is pretty amazing. They were able to get eight bookings
of three nights, making them $936.
I know that when it comes to booking holidays and everything, the pet
is always the first priority but the last thing you remember to
do. So, being able to get that reminder out there so that they
could give their VIPs a special offer is pretty awesome.
***: Yeah, absolutely. And it's really a nice way for them to fill
up and by talking about limited availability, it's a really neat
way to be able to send that message on by putting their full
phone number in there.
And just a quick tip: always put your full ten digit phone number in
your text messages because when you send it, most smartphones
will make that active where you can just click dial it and
that's something that you can't do if you only put in the seven
digit number.
Another advance reminder that we did, this is interesting. This is
for a heating and air conditioning company. And they're a
little bit tricky because people often don't think about getting
their heating or air conditioning worked on until they are
having an issue or they're doing something like that. "FSM
Comfort. Holidays are coming. Mention this text to get your
furnace tune-up for only $89. It's regular $119. Expires
11/12. Here's our full ten digit phone number."
So, a couple things here are really important here I think to take-
away is, one, they establish the price of what a regular tune-up
is; because if you asked me how much a furnace tune-up is, I
would have no idea. So, it's good to know how much money we're
saving here.
What's really interesting is they had a teeny, tiny list, six people
on a list, and when I see a list of six people I think Mom,
Uncle Bob, my secretary. But by sending that out, the people on
the list forwarded that and they actually had 18 redemptions for
that and made a total of $1,602 from that one message that went
out.
So, I think the take-away here is to make sure, even if you've got a
very, very small list, it's the right people that you're
messaging to and then it grows. And I believe their list went
up to about 26 right after that message when they were finished
there.
Meredith: Our next tip is New Year's resolutions: sending out a message
at just the right time when people are thinking about that and a
popular one is, of course, to quit smoking. We had a Shell Stop
24 Mart. They sent out: "If your New Year's resolution is to
quit smoking, we now have electronic cigarettes to help. Stop
by the store to check them out." No discount, no prices, but
they had three people come in and show that message. Made $150
that day.
***: Yeah, for an electronic cigarette. Who knew? Just chew on a
taser. It'll be a little faster. Good.
Megan: The next tip is to turn an event into a reason. Turning
election day into sales is actually pretty huge. Generally
speaking, election day is not a very big sales day. So many
people are distracted with making a very huge decision of who's
going to be the next President, so naturally . . . But we did
have one company, it was Britches and Bloomers. They said:
"Show us your 'I Voted' sticker today and receive 25% off one
full-price item. Forward to friends," basically turning an
event obviously into the "I Voted" sticker. They had 10 people
redeem the offer, making them $1,500. So, that was a really
simple way to turn election day, which is generally slow, into a
very huge profit day for them.
***: Yeah, it's really a fun way to get people coming in. Oh, this
is my favorite. So, I love this, the oops message, and that is
when you make a mistake or you've got an item that needs to
move. My mistake, you win. We see huge responses from these
types of messages and here's a great example: "Too much milk."
So, if you're in the grocery business, no matter what business
you're in, your inventory has a shelf life and the longer it
sits around, the worse it gets.
So, Main Street Market sent out this message: "Oops, we ordered too
much milk. Show this text to get a gallon of skim milk for only
$1. It's regular $3.15. Forward on. Valid while supplies
last." Now, notice this, this is for, "Oops, we made a
mistake;" it's skim milk. It's $1 for skim milk and forward it
on. So, it's while supplies last. They sold out. They had 18
gallons that were two days within expiration. Sold those in ten
minutes. And the people that bought them got skim milk, so,
they had that going for them.
Meredith: Our next tip for you is there's no business like snow business.
***: You know, if you've ever wondered what two feet of snow looks
like. We only have two feet of snow in the northeast. Well,
here's proof picture positive of that.
Meredith: We have a really great little cafe down in Georgia and they had
a snow storm on day. The kids got out of school.
***: In Georgia?
Meredith: In Georgia. They had an inch of snow and the schools shut
down.
***: That is a blizzard.
Meredith: It's Lisa's Cafe. "If the kids are getting out early due
to snow today, bring them to Lisa's. Get a free kid's meal
with any adult entree purchase. Forward on." And the owner
said they were completely swamped. He tried to start counting
customers, but they just became completely overwhelmed and
focused on taking care of their customers first that day.
***: Good. Absolutely overwhelmed. Very cool. Do we have another
snow message?
Megan: We do. It was another actually really great snow message. It
was a snow day sale at Max Muscle for . . .
***: A lot of people call me that.
Megan: I don't believe that for a minute.
***: Maybe what? Maybe last muscle.
Megan: The message said: "For our text club VIPs willing to brave the
elements, save 35% store-wide until 8:00 p.m. tonight," which is
pretty amazing. There were two customers came in for $300 in
sales and that's still pretty amazing even though it was only
two customers that . . .
***: Yeah. I mean, that's it. Two customers is not a big return
on a message, but the cool part is that it's during a snow
storm for a place that sells muscle, that's sports nutrition,
and generating $300 in sales. The beautiful part about texting,
whether you're on our program or not, in our program there's no
extra cost to send more messages. So, he had zero cost of
sending that message out. Even if you're on a program that's a
pay as you go, it doesn't cost a lot to get that out and he made
$300 during the middle of a snow storm in Rockford. What more
could you ask for?
Number 11, public safety, urgent public safety. So, there are times
outside of your realm that you need to send messages out. City
of Madison, this is Madison, Indiana: "Tornado warning for
southern Jefferson County and northern Trumbull County until
8:30 a.m. Take cover immediately." What's interesting is they
sent this message out and Madison itself was spared, but a
little town down the road about 20 miles, Henryville, was
completely blown off the map. So, luckily no one was killed but
it absolutely destroyed the community.
This is where you're able to send a message out immediately from the
system; and actually you can send it out right from your mobile
phone and I use that all the time with our own messaging as
well. it makes a big difference there.
Meredith: Our next tip is customer convenience. We had a Jazzercise
studio who sent out: "Classes will be canceled today at all
locations due to the weather. Please forward this message on."
She said she loved it. This particular customer, most of her
clients are moms with kids, so this is a really nice way for her
to communicate when you have a very packed schedule.
***: Yeah, absolutely. And letting people know, look, sometimes
it's not about making money but it's about just being very
courteous to the people that you're working with.
Megan: Exactly. Our next tip is fill open appointments. We had a
Zen Wellness spa send this message; it was: "Any one hour facial
for $50. Any one hour massage for $50 or a 45 minute Swedish
massage with basic facial for $50. Today only. Call now." And
they had their phone number in there. They were able to
actually fill. Typically, they fill about four to six spots per
message, which is pretty amazing because it actually was able to
drive business on really slow days. So, you can just open the
book and if you see some openings, then you can just send out a
message.
***: Yeah. You know what? That's exactly right. This is where as
a business owner, one of the most expensive things that you have
is when you've got dead time. You've got down time in your
cycle. You've got empty chairs in your salon, empty tables in
your restaurant, empty bays in your car garage. Sending out a
message of an offer of a discount is a great way to bring people
in and limiting it for just while supplies last or a very, very
short period of time.
I think one of the things that you'll notice through a lot of this
messaging is that they're often just for a couple of hours or
while supplies last. Or some salons will say: "We have an
opening right now. We have three or four openings on our
schedule this afternoon," without even offering a discount and
it's just really for a convenience. So, it's not always about
offering a discount. It's about communicating out to people
that you want to reach to.
Tip 15, second to the last one, is getting people to take action
earlier than usual. So, the goal that this tanning salon had,
[Soul] Tanning, was to get the girls in their town tanning one
month earlier than usual for prom. So, if you can get them,
instead of waiting 'til the last minute, get them coming in
earlier, you're going to make a lot more money. So, they sent
out this message: "Soul Tanning. Hey, girls, prom's right
around the corner. Bring a friend and you'll both get, 50% off
any package purchased that day."
And they were in that really for a two week period. During their two
week period, they had 32 people redeem that message and
generated $768 in sales. For a tanning salon, that is really
cool because by getting people to move up a little bit earlier
in the cycle, what it is, is it's about getting them in. Once
they start tanning, they'll want to keep tanning as well, too.
And then their friends at school are going to see them, so it's
got a really good halo effect as you're doing that.
And finally the last one. Meredith, you got this one?
Meredith: Yep. Our last one is birth announcements. This is a really
fun one. We have a stable, a horse owner, who sends out this
message. It's from High Meadow Equine Center. "It's a boy.
Last Poco Raindrop X You Bet I'm Good foal born at 1:15 a.m this
morning. Red Roan and cute. Stop in and visit him."
***: What a cute little horse. There it is.
Meredith: And their typical foal sells for $10,000 or more, depending on
their pedigree.
***: Yeah, exactly right. So, again, this is one where there are a
lot of businesses that serve enthusiasts and so most people are
not kind of lackadaisical about their horse. They either are
totally into it or not totally into it. So, they're very much
into to it and many businesses are like that as well. You'll
see this for high-end bicycling shops, sporting goods. You'll
see this for embroidery, scrap-booking. The people that are
into their business, they love that type of information and that
insider information to be able to do that. And so, within the
horse owners community, this is where you're able to communicate
and make different types of communication there.
They also, while I'm thinking about it, they sent out a message when
they were having really bad weather. And they just sent out a
message that said: "Due to the inclement weather, the horses
will be kept inside all day today." And the people that are
part of that, they will appreciate that type of information.
So, let's go through a little bit of a re-cap on when to time your
messages. So, number one is right before your customer's
decision. Think about, "What is that customer going to do?
What are they likely to buy from me and how do I get just a hint
of that process so that if they're deciding between two
different places, that I'm the one that they're talking to."
Number two, coordinating with outside events and you saw that with
the weather. You saw it with high school football. You saw it
with the Super Bowl. You even saw it with the foal being born.
So, those are the types of things there.
And third is when you as a business owner need action and that can
happen at a couple of different times. One is when you've got a
slow day. You've got something that needs to be told, something
that's happening on that way. You have inventory that is
expiring and it needs to move out and you want to be able to
turn that into some activity.
Or, for example, and we didn't show this particular one. But for
contractors, we work with a lot of contractors that their
problem is that they spend all their time when they're doing a
job, when they're working on a project, they're so totally
buried working on that project they can't spend any time
marketing or being ready for the next one. And so, it's very
much feast or famine. So, after they're finished with a
project, then they've got some down time before the next one
starts. And so, quite often, we'll just help them send out
messages throughout that period of time when they're working on
it to make sure that they're sending that out as well, too.
A couple of resources. If you would like to talk to somebody and
have some help as well, too, feel free. I've got a real quick
poll for you if you haven't answered this one yet. So, let me
just see if we'll send this here. I'm curious to see, oops,
okay. Just a real quick question, whether or not you are
currently using text marketing or if you're thinking about that.
And if you would like to ask any questions, feel free as well
to, and we will go through those. There, okay, perfect.
Good. Lots of people. Interesting as we keep this going. So, make
your vote on that poll. We're going to close that poll in about
15 seconds. So far, the no's are just barely edging out the
yes's, which is good. Five more seconds and then we're going to
close this poll and we'll show you what the results are. Couple
more voters. Oh, I see. Okay, great. So, 75% of the team has
voted. 76, 78. Okay, there's a few of you that haven't voted
yet. Go ahead. Are you voting? Look good. 79. Five, four,
three, two, one. Perfect. And we'll share the results right
here.
So, you should be able to see the poll results showing that 42% said
yes, 58% said n. So, that's great. I'm glad that people are
interested to find out how do you perfectly time messages.
That's great.
So, now what we will do is answer questions that you've got as well,
too. One question that came in from Steve, he asks: "What does
'forward on' mean?" So, Meredith, what does that mean when you
put that into a text message?
Meredith: Sure. So, that's really important to always include in your
text message "forward on" or "forward to friends." Whatever
character limit we have in the message, we'll always make sure
that we put that in there. It's a really great way like the
heating and cooling, FSM Comfort Solutions. They had people on
their list, but those six people forwarded the message on, which
is why he was able to get 18 redemptions from it.
***: Yep, absolutely. So, it's really just like forwarding an e-
mail. What you want to be able to do is pass it on to other
people as well. One of the questions that came is, "Can you
upload a list of your own phone numbers? If you've got a list
of people's cell phone numbers, can you upload that to send
messages out to?"
No, you can't. It's really tightly regulated federal regulations on
that. People have to opt in and it's very tightly protected and
that's exactly the way you want it. You don't ever want to spam
somebody on text as well, too. Yeah.
In terms of, "Can we provide a cost? A sense of cost and complexity
of setting up the text messaging?" Yeah, we do it really simple
and this is not a pitch fest, but we'll talk about our pricing.
We've been doing this now for a little over 4,000 customers. We
charge a flat rate of $995 for the year, so it breaks down to
$2.75 a day, for unlimited messaging, full coaches, signs.
And when we say full coaching, we mean professionally managed. So,
we assign a text specialist who is in charge of making sure that
you're sending out messages and doing that. And that way, it's
done really simply and it's a flat rate all the way through.
So, how do you receive . . . Great question here. "How do you
decide who receives your text?'' So, generally, what you're
doing is you're building a list of subscribers and by doing that
you're able to, once they subscribe, you're able to send out
that message to every one on your list. So, they're really
decided that they want to hear from you and we keep it really
simple.
There are ways to absolutely complicate it, but it's important to be
able to keep it really simple and send that message out. So,
what you do is you invite them. We do signage and we tell
people to text a code in and that gets you on the list. And
then you send those messages out to people that want to hear
from you.
Oops, sorry about that. I just clicked out of there and then one
second here. Good. Perfect. So, "What is the contract
length?" We do one-year programs on it and we really focus on
doing annual programs because we put so much effort into making
sure that it absolutely works for everybody that is on the
program. Texting isn't something that you can just kind of jump
in and do, jump in and jump out. It's something that builds and
you have to build a list. One of the things that makes it work
so well is that it is work and it does require effort to make
that.
So, a really good question is how frequently, and this comes up all
the time, frequency of messaging. You probably get those
questions all the time. So, talk to me about what do you say
to people that want to know how frequently you send messages
out.
Megan: That's a really great question. I think that it varies from
business to business. We usually find that the magic number
for text messages per week is about two per week if you're a
restaurant, retail-type of business. If you are a service-based
business where maybe you're heating and air conditioning, we
generally say that about one a week is pretty good. Even
sometimes that might be a little too much because we don't want
you to send out . . .
We always to make sure that you're sending out the right amount of
messages so that you aren't overbearing to your customers
because we don't want you to affect that relationship in any
way. We want to keep it intact and just make sure that you're
top of mind and not in such a maybe overburdening type of way.
***: Yeah. I think that the surest thing to look at it is your
message is going to be read and so you're going to get eight to
ten to 20 seconds of somebody's mindshare. And so, as long as
you're sending something of very good value that they want to
receive, then you don't have to worry about sending too much.
The bigger issue is sending something that's boring. So, if you
start boring people, then even once a month is going to be too
much.
And a great example of that is a Piggly Wiggly in Wisconsin that
decided to send a single message very day of the week. A
grocery store. And I thought it was too much. I was concerned
with the owner and we asked him to watch it really closely. And
he said: "No, no, no. I want to send out messages. I want to
help people save money." He sent out a different message every
single day, so we'd just schedule them about a month ahead of
time. And it said get an item in the store at a deep discount
and then you get several cents off a gallon of gas; so, between
five and 20 cents off a gallon of gas at his gas pumps.
And we watched his list and while he does have a fairly high number
of unsubscribes, he also his net list growth has continued to
grow week after week. And so, clearly he understands what his
individual customers are looking for.