Marketing Law

SUMMARY: If you want to build a strong membership base for your customer loyalty or rewards program, you have to make it as easy as possible for customers to sign up.

See how a pizza restaurant chain used SMS, a contest and direct mail to get customers to register for their loyalty program. Total membership increased 5%, and the team saved enough money to roll into later campaigns. read the complete case study

SUMMARY: What happens when you add a little mystery to a free-gift promotion? For one team, the result was a big jump in repeat customers that extended holiday-level sales by a full month.

See how a national restaurant chain developed a "secret envelope" campaign that customers could only open during a return visit to reveal their prize. The first effort was so successful they now run it twice a year and are seeing a 15% redemption rate and a colossal ROI. Article includes creative samples and scheduling tips. read the complete article

SUMMARY: "Just under three-quarters (72%) of Americans have registered their telephone numbers for the Do-Not-Call Registry." "1 in 5 (18%) report that they currently get no telemarketing calls with three in five (59%) reporting that they still get some, but far less than before they signed onto the Registry and 14% saying they get some, but a little less than before they registered." "While 7 in 10 of those who are registered (71%) say they know that... view the complete research record

SUMMARY: The Federal Trade Commission announced four changes to the CAN-SPAM Act of 2003 earlier this week. Will email marketers be affected by the new provisions when they take effect this summer?

Short answer: If you already follow email best practices, you’ll feel little impact. But listen to our podcast to find out about the changes to opt-out rules, definition of a sender and more.
http://podcast.marketingyak.com/flash/can_spam/index.html
(Time: 7:20 minutes) read the complete interview

SUMMARY: Do you have a short anecdote about test results, campaign lessons or other insights you gained in 2011? If so, please take two minutes to share it for your chance to be published in the 2012 Marketing Wisdom Report, sponsored by HubSpot. read the complete article

By Anne Holland, Founder

The US Supreme Court has ruled that if a company does not have a physical location (a store, office, warehouse, etc.) within a particular state, that state can't require the company to collect and remit sales tax on customers located in that state. For decades now, many state legislators have floated ideas about changing that law because they "lost" millions of dollars in potential tax revenues.

First, the catalog and TV direct response... read the complete blog post