Yes. We talk a lot about the level of risk that organizations are willing to take. A big financial institution with a big brand is going to have a very low level of risk, whereas a smaller organization might be willing to take a little more risk, so its policies and procedures may not be as tight as those of a big corporate brand. We see that a lot of them are following typical industry best practices. Even though they might not be able to do everything as a strict reading of what the law says, they feel comfortable enough if they are following legitimate industry email best practices—sending to people who have expressed interest in receiving email from them, sending relevant content, and suppressing unsubscribes. Then it's a little easier for them to take advantage of the email marketing initiative. For them, the costs are not going to be as high.
Again, with a big brand, they have to have the technology so that if they are called upon, they can actually prove exactly what version of any email has gone out.
Let me give you an example. Some of the large organizations want to send a million different variations of an email. They're beyond the “batch and blast”, in which everybody gets the same message. Some of these big companies are trying to figure out how they are going to set up their system so that if they are called upon, they can prove the exact variation of any email that any customer was given on any day. That's difficult to do. The smaller organizations aren't that sophisticated.
