Friday, February 13, 2009
I just returned from the eec Email Evolution Conference in Scottsdale. Despite the 'email' tag, there were other types of marketers in the crowd, including the Compendium team and the group of marketers who attended the "160 Characters to Say You Love Them" panel where I co-presented on how email marketers can use permission-based SMS as a part of their one-to-one marketing strategies.
After the presentation, I headed to lunch and was stopped by a marketer who had some follow-up questions for me. After just 30 seconds into the conversation, I knew that I was talking to a text spammer.
Marketer: So, do you just blast out text messages like sending out email?
Me: Well, you can send both SMS and email from ExactTarget, though we don't 'blast,' but instead send only to opt-in subscribers. In the case of text messaging, the MMA requires double opt-in, so ExactTarget does as well.
Marketer: Hmm. How do you make sure you don't get blocked at the carriers?
Me: How do you mean?
Marketer: Do you just rotate through short codes?
Clearly, this marketer had some experience in the practice of rotating IP addresses in email, which is the clear sign of someone not concerned about their deliverability or reputation. What I didn't realize is that there's also a herd of text spammers out there, and I was staring at one of them.
So for future reference. . .text spammer keywords include:
- rotate through short codes
- repeated questions about blocking
Of course, some permission-based marketers are going to ask about these topics, too, but after just four lines of dialogue, I picked up on the scent of a text spammer in my presence.