Know-How News by MarketingProfs.com

Issue 66 | September 1, 2006

Dear Askers & Answerers,

In this week's top story, co-authors Reg Price and Don Schultz offer a roadmap for securing customer loyalty and translating that loyalty into revenue. This article does a nice job of dealing with a daunting challenge in simple terms.

Next you'll find an article about improving your email opt-in rate and another introducing you to KHE expert Mark Gallagher.

Curious what's hot in the forum this week? See the highlights below. Read expert advice about announcing a new software product. Listen to a seminar about assessing your website's usability. And read a funny URL that I've had stuck in my head since I first saw it.

I hope you enjoy the newsletter. Happy Friday! And to those of you in the States: Enjoy the 3-day weekend!

Happy exchanging,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 190,000 marketers connect, learn, succeed.

P.S. Need to know more about email or voicemail marketing? Please ask our advertisers for more information. Their support makes this newsletter possible.

Two Birds With One Stone: The Disarmingly Sensible Way to Growth and Profit From Existing Customers

Eight Tips for Enhancing Email Opt-In

Meet Mark Gallagher

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Two Birds With One Stone: The Disarmingly Sensible Way to Growth and Profit From Existing Customers

By Reg Price and Don Schultz

Outraged customers are true problem children. They not only defect but also (often) depart in a storm that is time consuming and de-motivating for your staff. Alternatively, delighted customer's actions bring real benefits. Their profit impact has been well documented. They are usually great to deal with and show willingness to actively support you. The more of them you have, the better.

The challenge is this: What strategies should managers employ to best manage the critically important customers at the extremes — to encourage the advocates and silence the problem children? Given the importance of the two customer extremes, the way forward fits into a disarmingly simple action plan that we call the "two birds with one stone" strategy.

Get the full story.

Note: This article is available to our Premium Members only.

Eight Tips for Enhancing Email Opt-In

By Linda Schumacher

Organizations serious about improving their email programs, especially their subscriber opt-in rates, should allocate marketing and development resources toward improving their Web site's onsite registration process. If you're ready to turn your Web site into an email opt-in machine, consider implementing some of the following enhancements.

Get the full story.

Meet Mark Gallagher

By Carrie Shearer

Mark Gallagher’s alias - BLACKCOFFEE - has always intrigued Carrie. She had visions of long hours spent slaving over marketing challenges. Instead, she discovered this is the name of Mark’s company. A member since June of this year, this self-proclaimed Brand Expressionist is a frequent contributor to branding questions. Read on to learn more about this active participant.

Get the full story.

Emma, email marketing
in style.

Emma helps small businesses, non-profits & agencies create stylish email campaigns & track the response in real time.

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Here are this week's hottest topics. These have been the most active discussions in KHE over the last seven days.

These are this week’s superstars! The Most Stimulating started the hottest discussions. The Most Active contributed the most posts (questions + answers). And the Most Expert earned the most points.

Most Stimulating	Most Active	Most Expert
mark pkohn smithsx5 deanhua shaan.bahra aphroditek Tatyiana ASVP/ChrisB A-Lux maureen.szlemp	Frank Hurtte W.M.M.A. vic BrandMill JoMasterson rbauman MANSING Focus Fields ShannonD NovaHammer	Frank Hurtte BrandMill Carl Crawford sriedel Peter Hobday margec MANSING darcy.moen Ricky NovaHammer

Veteran member Tatyiana is looking for new ideas for announcing the release of Version 3.0 of a software product. The experts have gotten the ball rolling here and offered several useful suggestions.

Discussion: Lauch Event Ideas - Software - Third Release

Have something to add? Feel free! You could earn points.

No spotlight...

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Each week you will find something handy in this spot. It will be temporarily available as a perk for opening our newsletter. This week's prize is our popular seminar: Demystifying Website Usability: Rapid Research for Marketers. Click here to read the description. (Normally US$99.) Then use the link below to replay the seminar any time before KHN mails again next Friday. Enjoy!

Resource: Demystifying Website Usability

Or browse 378 resources posted by members in our Resource Library.

OK, this week's featured post isn't a funny discussion as much as an amusing URL and tagline. Check out the initial question by new member, well, OctopusJuice. We think you will enjoy it too.

Discussion: Need Feedback on my Tagline

Have something to add? Feel free! You could earn points.

Want to share the news? Invite your colleagues to participate in our online discussion forum, Know-How Exchange.

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