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This Week's Marketing How-To

How to Expand Your Vision to Include Marketing's New 4 Ps: Pearls, Pumps, Purses & Power

By Gerry Myers. To capture the $0.85 that women spend out of every dollar, it is time to rethink how marketers are approaching their jobs. Get the full story >

Case Study

How a Web-based B2B Niche Service Increased Revenue per Sales Rep by 9.3%

Company: ShareBuilder401k
Location: Bellevue, Wash.
Industry: Financial Services, B2B
Get the full story >
This Week's Top Articles

Seven Rules for Achieving Higher Online Survey Response Rates
By Dean Wiltse. How do you ensure that people will respond to your survey? Follow these seven simple rules of engagement. Get the full story >

How to Use Social Media for Search Engine Optimization
By Daniel Neely. "Social SEO" means tapping into how users talk about you and your industry so that you can determine how they search. Get the full story >

MarketingProfs-cast: Cece Salomon-Lee on PR's Role in New Media
By Paul Dunay. The advent of new media poses some challenges for even the best PR professional. Get the full story >

Facebook: Changing Advertising Forever
By Jon Davis. Here's how Facebook is trying to change the way businesses market their products to potential consumers. Get the full story >

MarketingProfs Online Seminars

How to Make Word-of-Mouth Marketing Work for Your Company
December 6


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A Note to Readers
from Ann Handley
Chief Content Officer

Email Confirmation: From Boring to Branded

In this season of retail frenzy, Jim Sterne points to a shipping confirmation email that he calls "unmeasureably good." It's worth noting for two reasons.


1) A little humor and personality can be refreshing; and 2) It's from CDBaby, the online music store that has some seriously incredible music, but that doesn't take itself too incredibly serious.

Jim ordered some music, and here's the confirmation email that arrived subsequently:

"Your CDs have been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.

"A team of 50 employees inspected your CDs and polished them to make sure they were in the best possible condition before mailing.

"Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CDs into the finest gold-lined box that money can buy.

"We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved 'Bon Voyage!' to your package, on its way to you, in our private CD Baby jet on this day, Sunday, November 18th.

"I hope you had a wonderful time shopping at CD Baby. We sure did." The email is signed by President Derek Sivers.

So what do you think? This email is consistent with the alternative CDBaby brand, but is it over-the-top? Could other companies learn from it and incorporate a little more edge and humor into their customer communications "voice"? Or would you be put off with something like this from the likes of, say, Amazon or Borders?

Upcoming Events

Customer Carewords: Words on the Web that Make the Sale
December 13 with Gerry McGovern

Small Business Series: Promotions - Instant Gratification for Small Business Marketers
December 14 with Michael Goodman

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