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Vol. 4 , No. 36     September 6, 2005


In this Newsletter:

  1. Do You Know Who Your Most Profitable Customers Are?
  2. If a Lead Falls in a Forest, Does Anyone Hear?
  3. A Nation of Dog Lovers: Reaching Out to Pet Owners
  4. The Secret to Great Marketing Research: Ask the Right Questions
  5. Killer, not Filler: Metrics That Make the Case for Quality Content
  6. What Every Marketer Must Know About Risk and Liability
  7. Deliverability: Are Your Email Messages Trusted?

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Premium Content

Rajkumar Venkatesan and V. Kumar
Do You Know Who Your Most Profitable Customers Are?

Too many marketing managers fail to identify their most valuable customers. They are either spending their marketing dollars on the wrong customers or in the wrong channels of communication.

Here is a framework for measuring customers' lifetime value and a road map of how a customer's lifetime value can guide marketing managers in making three key decisions: Which customers should we contact? What channel should we use to contact them? How much contact should we have with customers?

Get the full story.

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

MP Vendor

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Don't pay for expensive shopping guides. Always up-to-date, comprehensive, easy to use -- and INCLUDED with annual MarketingProfs Premium memberships.
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M.L. Hartman and Matthew W. Staudt
If a Lead Falls in a Forest, Does Anyone Hear?

Generating leads is easy. There, we've said it. Pick a decent list, say something meaningful, toss in an offer, and plenty of folks will respond. Plenty. If you want more, do it again.

But if you want qualified leads—people that can can progress from being prospects to becoming customers and on to advocates—take the time to fine-tune your data and make sure that your messaging is personal and relevant.

Like we said, easy.

Get the full story.

Lisa Johnson
A Nation of Dog Lovers: Reaching Out to Pet Owners

Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are an increasingly important part of the family, and giving them treats, services or special gifts is a fun way to celebrate one of our least-complicated relationships.

What more, pets are big business. And even if your brand has nothing to do with pets, you can still to tap into your customer's deep love for their animals.

Get the full story.


A Note to Readers

Aiming for Inspiration

Greetings, discerning readers!

A few weeks ago, when we were both in Santa Barbara for our company-wide meeting, my friend and colleague Jim Kelly and I were sharing our admiration for the New Yorker. Jim worked in its LA office in the 1980s, and it remains one of his—and my—all-time favorite magazines.

At the time, the August 22 issue had just come out. As all of you New Yorker fans undoubtedly know, the issue was a little unusual. For the first time in the magazine's 80-year history, an entire issue featured only a single advertiser, in this case discount retailer Target, and carried 18 pages of advertising. The ads were one-of-a-kind sketches by familiar magazine artists, who placed the Target bullet logo in varied New York city street and park scenes.

Driving back to LA from the MarketingProfs Summit, Jim had a great idea inspired by the magazine: Why not use the dog days of summer to do the same for MarketingProfs products?

So, in this issue, you'll notice that in place of ads by our regular advertisers we are featuring solely MarketingProfs offers. We developed some good ones for this special issue, so please browse around the newsletter. True enough, we don't have the likes of Milton Glaser rendering our logo... but you get the drift.

Thanks for stopping by! As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
Chief Content Officer

P.S.: Many of you wrote last week expressing disappointment at a broken link to the team photo printed here last week. The truth is that we have been migrating our content to a new server, so that might have been the problem. Regardless, for all of you who can't get enough of us, here's the photo of the MarketingProfs team whooping it up during our last evening together in Santa Barbara.

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 the front: Achim Klor.


Last Issue's Top 5

  1. Thought Leaders Commune on Email Marketing, Part 2: Getting Past the Spam Filters
  2. Focus on Marketing Strategy, Not Just Tactics
  3. How to Write an Effective Case Study
  4. Turning an Ordinary Event Into Business Theater
  5. Marketing Challenge: Getting Customers to Act on Direct Response
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Recent Know-How Exchange Questions/Answers

  1. Customer Purchase Probability
  2. Emergency Email Communications To New Orleans
  3. B2b Marketing - Interior Designers
  4. Amending a Company's Logo and Image
  5. Line Extension

MP Seminars


Robert J. Kaden
The Secret to Great Marketing Research: Ask the Right Questions

After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones.

In other words, the majority of questions asked are irrelevant. That is, they don't result in answers that lead to actions.

Get the full story.

Gerry McGovern
Killer, not Filler: Metrics That Make the Case for Quality Content

To maximize value on your Web site, focus on your killer content. Delete the filler content.

Yes, it's that simple.

Get the full story.

MP Summit

Hear What the Experts Say

MarketingProfs assembled four panels of experts to discuss SEO, buzz marketing, email marketing and blogging. We invite our Premium Plus members to replay the recordings at no charge.
Browse our Thought Leader Summits.

Chetan Saiya
What Every Marketer Must Know About Risk and Liability

Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform to recent mandates.

But what's new is this: Accountability for corporate compliance and risk—areas that were once reserved for the upper echelons of an organization—is now making its way to the marketing department.

That's because marketing's sizeable budget and activities have an enormous impact on customers and shareholders alike.

Get the full story.

Joshua Baer
Deliverability: Are Your Email Messages Trusted?

Deliverability is overwhelmingly the greatest email marketing challenge.

What can you do to make sure your marketing campaigns avoid the obstacles and get delivered for the highest possible ROI?

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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