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Vol. 5 , No. 29     July 18, 2006


In this Newsletter:

  1. Avoiding Customer Efforts That Crash and Burn: Straight Talk From 'Chief Customer Officer'
  2. How to Create Effective Brand-Driven Entertainment Content for the Web
  3. Organic SEO—What Does It Really Mean?
  4. Going Mobile: Portable Media Market Finally Getting Traction?
  5. Don't Worry About Your Competition (Let Them Worry About You)
  6. Retail's Marketing Management Challenge
  7. Marketing Challenge: Three Magical Marketing Metrics

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What is the #1 Indicator for Best Email Open/ Clickthrough Rates?

The answer? List size. This is according ExactTarget’s report on data from 4,000 organizations, 230,000 email campaigns and 2.7 billion email messages in 2005. Also covered is analysis of best day and target audience metrics.

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Premium Content

Michael Perla
Avoiding Customer Efforts That Crash and Burn: Straight Talk From 'Chief Customer Officer'

Why do customer efforts crash and burn? Are you wrestling with customer leadership? What are you doing to match the commitment to the customer to the actions of the organization? And, is the Chief Customer Officer the solution?

Such questions are asked (and answered) in Jeanne Bliss's new book, "Chief Customer Officer," a highly energetic, tell-it-like-it-is treatise on how to create and execute a customer-centric agenda. Her passion and battle scars are threaded throughout the book. Her recommendations have been vetted and tested in the real world, at some of the largest, most powerful companies in the world—Microsoft, Lands End, Allstate Insurance, among others. As Bliss writes in the introduction, the book is about "reality." She offers a roadmap to critically examining your own organization to determine if a chief customer officer (CCO) makes sense and if the customer thing is achievable and worth it.

Get the full story.

We conducted a survey on a related topic. Click to view the B-to-B Voice of the Customer Benchmark Survey Results.

Please Note: This article and the survey results are available to paid members only. Get more information or sign up here.


What's the Best Way to Grow Your Email List?

Each year marketers lose up to a quarter of their email house list addresses to churn. Despite these losses, many succeed at actually increasing the size of their lists. How are they managing to add more recipients than they lose?

Get Silverpop's new list growth study to find out.

Ted Page
How to Create Effective Brand-Driven Entertainment Content for the Web

Computers are the campfires of today, around which we are all gathered. If you have a good story to tell there, people will listen.

Here is a practical guide to creating brand-driven Web entertainment that marketers can use in their content-development efforts. The key is to have fun, experiment, and create some memorable stories.

Get the full story.

For more on this subject, please click this button to download our Marketing Guide: Branding and Brand Equity.

Note: This Marketing Guide is available to paid members only. Get more information or sign up here.

Scott Buresh
Organic SEO—What Does It Really Mean?

There's more than one way to skin a cat—and for achieving natural search engine results.

Get the full story.

For information on the other side of Search Engine Marketing - Paid Search Advertising, please click this button to download our Marketing Template: Search Engine Advertising Campaigns.

Note: This Marketing Template is available to paid members only. Get more information or sign up here.


A Note to Readers

Summer Harvest

Some interesting data came out this week:

  • The third annual ANA Marketing Accountability survey pointed to "substantial improvements" in the ability of senior-level marketers to measure and act on ROI. But, at the same time, it also cited obstacles to turning metrics into action. In other words, marketers don't always have the necessary senior-level support. Read the details at MarketingVOX.

  • MarketingProfs Daily Fix contributor David Armano writes up HP's mesmerizing new ad campaign—"The Computer is Personal Again." Actually, "mesmerizing" was David's word... but I agree. David includes the first spot, with Mark Cuban—check it out.

  • Strangely addicting:

  • MarketingProfs contributor (to both our blog and this newsletter) Suzanne Lowe asks: Wouldn't it be great if we could have superpowers?

  • Here's a great way to look for a job. Start a blog and then create a fun, engaging, surprisingly honest PowerPoint (look in the right column under "Downloads" or click here).

  • Finally, the MarketingProfs Daily Fix has a new server and a brand-new address. Instead of, the blog has moved to a nicer neighborhood at

    Thanks for stopping by!

    Until next week,

    Ann Handley
    Chief Content Officer
    Keeper of the Blog


    Last Issue's Top 5

    1. Avoiding Customer Efforts That Crash and Burn: Straight Talk From 'Chief Customer Officer'
    2. Is There Value in Your Value Proposition?
    3. Beyond the Elevator Pitch: A High-Credibility Conversation
    4. Is Your Company a Customer Survey Score Whore?
    5. The High-Tech Marketing/Business Model Boot Camp: Give Me That Thing Called Love
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    8. American Marketing Association
    9. SchoolNet
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    What can YOU learn in 90 minutes?

    July 25, 2006
    Demystifying Website Usability: Rapid Research for Marketers
    We've brought Kelly Goto back to share how to test your customer experience on the Web.

    July 27, 2006
    The Truth About Blog Marketing
    Author Jeremy Wright explains what works (and what doesn't) with blogs today.


    Howard Greenfield
    Going Mobile: Portable Media Market Finally Getting Traction?

    Last year, MP3 player sales totaled $4.23 billion. Half of all US teens now own a player (with video capabilities increasingly becoming the norm). And of the two billion cell phones in use worldwide, 236 million now contain 3G technology enabling video playback. Can you say mini media market? Well, it may not be so mini....

    As Mark Twain observed, there are lies, damn lies, and statistics. But timing is everything.

    Get the full story.

    Mike Schultz
    Don't Worry About Your Competition (Let Them Worry About You)

    Here are four common mistakes that service firm leaders make, and five tips on how to save time, money, and heartache when thinking about the dreaded competition.

    Get the full story.


    Be a Marketing Rockstar: Supercharge Leads
    and Sales for Your Organization

    Learn best practices for increasing the leads-to-sales conversion for your marketing programs.
    Join us Wednesday, July 26th 1pm ET/ 10am PT
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    Rishi Bhandari
    Retail's Marketing Management Challenge

    As retailers strive to touch consumers at every step of the purchase cycle, retail marketing has evolved to become a mosaic of mass-media branding, tactics for driving store traffic, in-store experience, and loyalty programs. It's a lot to manage, but this checklist should help.

    Get the full story.

    Meryl K. Evans and Hank Stroll
    Marketing Challenge: Three Magical Marketing Metrics

    Thanks to technology, you've got a big file of data available for your review and analysis. But what to do with all those numbers? How do you change them into English? How do you help them tell you a story about an advertising campaign?

    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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