Dating Services

Mate1.com’s CEO Liz Wasserman was on the Cyber-Dating Expert Radio Show in August. From listening to the show, we learned several new things. First of all, Mate1.com is a family business launched in 2003. Mate1 is a privately held company and they currently have had over 25 million members registered since launch. About 1 to 2 million members are active at any one time on the dating site. Currently Mate1 is available only in English but there are plans on translating Mate1 into other languages next year sometime.

At the moment Mate1.com offers a 3 Day trial for under $2 and then a monthly subscription for $49.99 USD. They plan to add a 3 months, 6 months and 12 months membership subscription plans soon. Mate1.com has always been free for women to reply and contact any paid member, but this will change soon.

The big news is Mate1.com plans to switch to the freemium business model . This means all the basic services are free on the dating site like creating a profile, searching, replying to any mail message and contacting paid members. The only real thing you will not be allowed to do as far as we know is initiate contact with other free members. You will have to purchase a membership for this (at this point we are unsure if chatting will be available to free members). This freemium model is virtually identical to what Mate1.com was offering women on their dating site except now it is for men and women.

Wasserman did say on the show that in about a week, the new membership model will go into effect. The radio show was posted on August 29th, 2009, just over 5 weeks ago. When I logged into Mate1.com today, I was still presented with the old membership upgrade page and no way to access my mail messages. Obviously things have been delayed, I wonder why?

We did also learn that Mate1 does block certain ranges of IP addresses from different countries that a lot of spam and scammers come from. They also use technology from Iovation to fight fraud. Iovation technology works by taking a digital finger print of a computer. If this computer has been flagged as a potential scammer then the computer is blocked from the dating website.

Mate1.com is also planning to integrate social networking sites like Facebook and Twitter into their dating site. First up is a new Facebook application called "Connect More" which allows you to see which of your friends, friends are members of Mate1 and if they are actively looking for a partner.

For more information, listen to Cyber-Dating Expert Radio and to find out more about this dating site, read our review of Mate1.com.

To power their complex matching algorithms, eHarmony relies on four database and data warehousing products.

• The very popular and open source MySQL database server.
• Oracle Database.
• Data warehousing appliances from Netezza Inc.
• Hadoop, a open source data crunching application which divides work among a large number of computers.

eHarmony uses Orcale to do the initial matching after a new member signs up. For the behind the scenes processing, eHarmony uses a 50 node Hadoop cluster. Since moving to Hadoop, eHarmony has seen 4 to 6 times sped improvement in how long it takes to perform matching calculations on a large scale.

All this technology is controlled by eHarmony's main technical team, which includes 40 engineers based at the Los Angeles headquarters. eHarmony also has hired a number of development firms throughout Europe, which has doubled the number of engineers working for them.

To find out more about the technology that powers eHarmony, read ComputerWorld. For more on the dating site itself, check out some of our reviews of eHarmony.

Thomas Wong originally filed his petition against True.com for their auto billing and renewal practices of membership subscriptions on June 12, 2007. In March of 2009 a class action lawsuit was filed (see Story). As of September 22, 2009, the United States District Court for the Northern District of Texas approved the settlement. TrueBeginnings LLC has agreed to pay $1.5 million into a settlement fund over a period of a year in which former True.com subscribers are eligible to make a claim. True.com denies any allegations and wanted the case settled so they can move on and distance themselves from further bad press.

Members of the settlement class have until October 21, 2009, to submit claims forms to participate in the settlement. For more information on this, visit WONG V TRUEBEGINNINGS, LLC.

Match.com's SVP and North American General Manager, Mandy Ginsberg, has been named as one of Brandweek's 2009 "Marketers of the Year". These awards honors 12 individuals yearly who display creativity in marketing. A select panel of Brandweek editors choose the winners by scoring candidates by merit and marketplace efforts.

Ginsberg was honored for her work on Match.com's "It's Okay to Look" campaign, as well as the "Rejected by eHarmony" campaign for Match.com sister site, Chemistry.com.

After the Chemistry campaign, Chemistry.com's awareness figures quadrupled among singles. Similarly, Match.com's campaign with real Match members in TV commercials, combined with the 6 month guarantee helped the dating site grow by 15 percent this year.

On a related note, one interesting statistic that Ginsberg mentioned in a Brandweek article was, every day at Match.com 1,000 members leave the dating site because they have found someone special.

For further information about the dating site, read our reviews of Match.com.

From a Australia point of view, online dating for singles 50 years or older, is seeing a huge increase in popularity. The premier Australian dating site, RSVP has seen a 30 percent increase of these members each year, for the last 5 years. Currently 13 percent of all members are over the age of 50 at RSVP.

RSVP is not alone in their findings. Other Australian dating sites are reporting the same trend. Match.com Australian dating site has seen similar numbers. 12 percent of Match.com.au members are over 50 and this age groups saw an increase of 23 percent in 2008.

For a bit more on this story, see Stuff. To find out more about the most popular dating site in Australia, read our RSVP review.

OkTrends first online dating advice post was about the number of responses members of OkCupid see from first contact messages of different lengths (see Story). Their second advice article takes a look at what members should say in these messages to increase the likelihood of a response. OkCupid based it's data on over 500,000 first contact messages from their dating site. Here are a list of recommendations. Any statistic information given is based on the average reply rate of all messages of 32 percent.

1. Be Literate - Bad spelling, grammar and netspeak makes a terrible first impression. For example the average of messages who used words like "ya" only saw a reply rate of 7 percent. There are a few exceptions to the netspeak rule, most deal with showing emotion like "haha" or "lol".
2. Avoid Physical Compliments - This is the same for both genders. General comments like "cool" and "awesome" (38% reply rate) work well but physical comments will see a huge drop in replies. The average message with the word "beautiful" in it saw a drop in the rate of replies of 10%. The word "sexy" was even worse and saw a drop of 14% to only 18% of initial contact messages to ever see a reply.
3. Use an Unusual Greeting - A message with no traditional salutation saw a reply rate of 27%. Messages with the 3 top salutations of "hi", "hey" and "hello" all performed below average with "hi" doing the worse at 24%. The best response rate was with the salutation of "how's it going" with 54%.
4. Don’t try to take it Outside - Asking for email addresses, cell phone numbers or other off site communication in the first contact message saw all reply rates drop to almost 10%.
5. Bring up Specific Interests - Mentioning your specific interests or better yet, those of the person you are contacting, increases the chance of response to almost 50% in some cases.
6. If you’re a Guy, be Self-Effacing - Male message reply rates increased if they appeared unsure of themselves and used words like "sorry", "apologize", "awkward" and "probably". This is not true for women.
7. Consider Becoming an Atheist - Mentioning any religion helps increase the average response rate, but mentioning the fact that you are a "atheist" increased the response rate twice as much over the increase the leading religion of "Christian" saw. With the word "atheist" in your message, members saw a 42% response rate, "christian" saw a 36% response rate.

For more on this dating site, read our OkCupid reviews.