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Vol. 5 , No. 37     September 12, 2006


In this Newsletter:

  1. Three Keys to Delivering World-Class Service
  2. How to Be a Compassionate Designer for Passionate Customers
  3. The Marketing Times Are a-Changin'
  4. Extreme Qualifying: How to Achieve High-Performance Qualification
  5. Satisfying the 10 Cravings of a New Generation of Consumers (Part 1 of 2)
  6. How to Become a Great Media Spokesperson
  7. Five Vital Points for Choosing a Lead-Generation Solution

Exact Target

Motorcycle Superstore: Roadtrip to Email Success

Proper segmentation, send frequency, best days to send and
A/B testing—
ExactTarget/WebTrends integration makes it possible.

Read the story today.

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Premium Content

Jay Lipe
Three Keys to Delivering World-Class Service

Milton Hershey once said that quality was the best kind of advertising in the world. For your company to be successful, the service provided must be of the highest quality possible. Focus on delivering world-class service first, then (and only then) consider marketing it.

In other words, if your company's service stinks, fix that first. Here's how.

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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David Armano
How to Be a Compassionate Designer for Passionate Customers

The value of creating passionate users is becoming clear to brands wishing to thrive in the "experience economy." Provide an experience that is useful, usable, desirable, and differentiated... and you will create demand for your brand and delight your customers.

This article is not about just visual design. As designers of digital experiences, what are we doing to develop compassion toward the users we are designing for?

Get the full story.

Tom Asacker
The Marketing Times Are a-Changin'

The marketing times, they certainly are a-changin'. So how does it feel? To be on your own? With no direction home? Like a complete unknown? Like a rolling stone? How does it feel to have consumers in charge of what, how, and when they watch, read, listen, and click?

So what's a marketer to do in this chaotic environment of abundant products and services, fast-flying consumers, and a rapidly changing landscape?

Get the full story.


A Note to Readers

Humble Pie

First of all, if you are reading this newsletter today... THANK YOU. It means that you didn't unsubscribe (or blacklist us) following our horrific email error last week.

The error was this: As part of a segmented test to our subscriber list, we had planned to mail seven different messages to entice MProfs subscription upgrades to Premium. But instead of getting one of those offers, as intended, each of our 180,000 subscribers received all seven emails last Thursday. We only realized the error when the complaints started rolling in. Well, crashing in, really. At that point, the damage was done. All we could do was stop the bleeding, in the words of our Customer Service Maven, Shelley Ryan.

In such times, the only thing you can do is apologize, sincerely and profusely—and take the necessary steps to ensure that our list isn't subject to that sort of misuse ever again. So most of the people on our small staff dropped whatever was at hand and personally responded to every individual complaint we received. (And there were a lot.)

We also immediately drafted a final email of apology (subject line: "We goofed—SORRY!") in which Director of Membership Marketing Sharon Hudson explained and apologized for the error:

"Dear Valued Member: We are so sorry for the many messages you may have received from us today. It was not intentional. We're running some sales tests right now, and we made a technical mistake in our selection process. Believe me, our hearts are heavy with regret for this error.

"I assure you we are very protective of your email address, and would NEVER intentionally engage in this type of practice. Please forgive us.

"If you have emailed us to complain, thank you. We hope to respond to each and every one of you personally as well. Thank you for your understanding."

For online publishers like MarketingProfs, our subscribers are both prized and highly valued. To offend any of you is anathema. When I asked Sharon about the lessons learned from the fiasco, here's what she listed immediately:

1. First off, don't do it again. Ever.
2. Check (and then double- and triple-check) email selection settings.

She added that the silver lining is that many of you expressed both sympathy and a true passion for MarketingProfs. While we had our share of nasty notes and unsubscribes, we also found that many readers were exceptionally kind and understanding.

"I know it's been a panic-stricken day," wrote one such subscriber. "But you're dealing with MARKETING professionals, for goodness' sake.... We've all done this or something like it before."

Again, thank you. We appreciate your support.

Until next week,

Ann Handley
Chief Content Officer and Keeper of the Blog
www.marketingpro fs. com


Last Issue's Top 5

  1. Asking the Right Questions: Three Steps to Hiring the Best Consultant for Your Project
  2. Five Negative Thoughts That Can Sabotage Your Writing (and How to Shake Them)
  3. The Three Ps of Successful Marketing
  4. Quality, Service, Price: Meaningless Claims That Can Drive Customers Away
  5. The Art of Listening: Market Research Tools That Any Company Can Use
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Newly Posted Jobs

  1. Adobe Systems Inc.
  2. Leverage Software
  3. Ideaca
  4. Web Ex
  6. Percussion Software, Inc.
  7. Panda Restaurant Group, Inc.
  8. Panda Restaurant Group, Inc.
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  10. Panda Restaurant Group, Inc.
See all jobs

What can YOU learn in 90 minutes?

September 21, 2006
Using Marketing ROI Analytics to Keep Your Most Profitable Customers
Jim Lenskold covers the steps you can take to deliver more profitable retention marketing.

September 28, 2006
Getting Google to Love Your Website... Again
Our favorite web marketer Stephan Spencer updates you on today's SEO tactics and hazards.


Jeff Thull
Extreme Qualifying: How to Achieve High-Performance Qualification

For many sales professionals, prospecting or qualifying is the least favorite aspect of their job. Often, in the rush to dig into a new account and make a new sale, only a cursory attempt is made at qualifying, and the salesperson ends up spending time with the wrong people.

In this era of hyper-competition and limited resources, how can sales professionals qualify and select the right prospects with whom to spend their valuable time?

Get the full story.

Lisa Johnson and Cheri Hanson
Satisfying the 10 Cravings of a New Generation of Consumers (Part 1 of 2)

Baby Boomers may still hold the purse strings, but a new generation of savvy 18- to 40-year-olds are changing the way all of us do business.

It doesn't matter whether you're a rock band, a fashion designer, a nonprofit organization, or a sporting goods outlet, you and your team need to understand what makes this new generation tick.

Get the full story.


Customer Experience Management: Accelerating Business Performance

Complementary whitepaper
by Bob Thompson, CRMGuru

Download Now!

Vivian Kelly
How to Become a Great Media Spokesperson

As a competent, well-prepared media spokesperson, you will earn the respect of the reporters while positioning yourself as a thought leader and elevating your company's position in the marketplace.

Get the full story.

Christopher Doran
Five Vital Points for Choosing a Lead-Generation Solution

B2B marketers who are recognizing the limitations of today's email-marketing and Web-analytics applications for generating qualified sales leads are switching to lead-generation solutions to ensure a continuous stream of qualified leads.

Keep these five points in mind to ensure that you make a purchase that meets the needs of your company.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
go here or contact

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