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Vol. 4 , No. 35     August 30, 2005


In this Newsletter:

  1. Thought Leaders Commune on Email Marketing, Part 2: Getting Past the Spam Filters
  2. Focus on Marketing Strategy, Not Just Tactics
  3. Turning an Ordinary Event Into Business Theater
  4. How to Write an Effective Case Study
  5. Customer Acquisition: Improving Subscription Rates
  6. Why You Need a Global Web Site
  7. Marketing Challenge: Getting Customers to Act on Direct Response


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Premium Content

Stephan Spencer
Thought Leaders Commune on Email Marketing, Part 2: Getting Past the Spam Filters

MarketingProfs recently convened a Thought Leaders Summit of global experts to discuss the critical issues facing email marketers today. On hand were the likes of Chris Baggot of Exact Target, consultant Rok Hrastnik, DoubleClick's Eric Kirby of DoubleClick, and Forrester's Shar VanBoskirk, among others.

In part one, we discussed the coming of age of email marketing. Here, in the second part, we discuss the block-and-tackle issues of getting past the spam filters so your message is heard.

Get the full story.

Please note: This article is available to paid subscribers only. Get more information or sign up here.

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Kenneth G. Lauerer and William R. Markin
Focus on Marketing Strategy, Not Just Tactics

Far too often, agencies and companies alike unwittingly focus on tactics—rather than strategy—in their marketing and communications activities.

It's not always easy for companies to pause, step back, and review where they are going. However, if you don't have a clear marketing roadmap, you'll likely be going in circles, wasting time and money, and falling short of business and sales goals.

Get the full story.

J. Brent Frost
Turning an Ordinary Event Into Business Theater

The truth is that most company interactions with customers take place via phone or email, so a single event may be your one critical shot. It may determine 99% of the perception that a customer or prospect holds about a company.

Despite the importance of events, many companies waste the opportunity to elevate the audience's perception of them.

Here are five tips that can help turn an ordinary event into business theater, to help you create the perception you want.

Get the full story.


A Note to Readers


I just returned from "ProfsStock," the three-day junket we hold periodically in beautiful Santa Barbara, California. As a virtual company with staff in the reaches of Texas, California, Massachusetts, and British Columbia, we've found it necessary for our team to have some face time to talk about where MarketingProfs has been and where it's going. (Plus, the restaurants we visit are wicked good.)

One of the things we did this time was talk a lot about you, our readers, and the just-completed reader survey provided some good fodder for discussion. But more on that in the coming weeks.

In the meantime, it's become increasingly clear that MarketingProfs has a solid base of fans waving their giant foam fingers, encouraging us onward. But it's not clear that our tagline at the top of the home page—"Marketing know-how from professionals + professors"—is all that relevant or revealing any more.

In other words, it doesn't reflect a whole lot about why you find us irresistible. As my glamorous and talented colleague Shelley Ryan wrote earlier this week in our Know-How Exchange, "A lot has changed here since that was written!

"Sure, there's still a terrific weekly newsletter, hot topics, great authors... but there are a lot of tools and resources now available for Premium members. And virtual seminars, to boot."

We think it makes sense to update the tagline to better reflect what MarketingProfs is now. Shelley writes, "I'd put more emphasis on the sense of community, for example, and less emphasis on academia—keep 'professors' on the site, but not in the tagline."

So what do you members think? Or as Shelley puts it, "How would you capture the essence of MarketingProfs in just a few words?"

We'll reward you with a ton of Know-How Exchange points if we like your suggestions, so post your ideas on the Exchange. (Please note: You need to be a member of MarketingProfs to post, but registration is FREE.)

Can't wait to hear your thoughts.

Until next week,

Ann Handley
Chief Content Officer

P.S. Here's a photo of the MarketingProfs team whooping it up during our last evening together. Aren't we a cozy bunch? Top row (L to R): Roy Young, Allen Weiss, Val Frazee, Sharon Hudson.

Bottom row (L to R): Shelley Ryan, Ann Handley, Kim Sterling Klor, Jim Kelly.

Hogging up the front: Achim Klor.


Last Issue's Top 5

  1. Thought Leaders Commune on Email Marketing: Spam Is Not the Only Issue
  2. Who Comes First: Good to Great Marketing
  3. Q&A With Chris Maher: Marketing's Lost Souls
  4. Simplicity Is Hard Work
  5. Dragons, Quests and Marketing Plans
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  4. Converting Ad Dollars To PR Dollars
  5. How To Get Media To Attend Launch Event

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Richard Arkle
How to Write an Effective Case Study

A case study provides the opportunity to communicate the benefits that your product or service delivers, in the form of practical experiences of a user organization. This is so much more powerful and persuasive than any theoretical arguments you can muster.

So why isn't every organization churning out case studies? A few do; but, for many, generating case studies is a real battle.

Get the full story.

Helen Ching
Customer Acquisition: Improving Subscription Rates

Customer acquisition directly contributes to your bottom line.

Use the following five strategies to help you improve subscriptions to your content—print or online.

Get the full story.

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Huiping Iler
Why You Need a Global Web Site

German Chancellor Willy Brandt once said, "If I am selling to you, I speak your language. If I am buying from you, dann müssen Sie in meiner Sprache sprechen." (Translation: then you must speak my language.)

Local-language content can help deliver a more culturally relevant experience to your site visitors. It not only optimizes the selling of products and services but also contributes to an organization's bottom line in many important ways.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Getting Customers to Act on Direct Response

Direct mail remains a successful way to reach customers. The trick, of course, is getting customers to act on the mail.

How can a marketer increase response rates?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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