Vol. 3 , No. 8     February 25, 2003

In this Newsletter:

Don't Miss the Top Ten Section Halfway Down!

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Mitch McCasland
The Seven Deadly Sins of Brands Online

Too often, Mitch feels shame for the web. It saddens him that an article can still be written today on how the misuse of the web can risk damaging brand equity.

Yet, here it is.

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Chris Maher
The Marvelous, Mysterious Life of an E-Mail Newsletter.

Owing to the advanced technology of a campaign metrics and web site analytics provider, Chris recently got the chance to observe quite a lot of the mysterious life of an e-mail newsletter.

He found that when you let loose of your newsletter, a marvelous and (to a great extent) verifiable journey begins.

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Dana Blankenhorn
How to Double Your Sales (Without Doing Much)

There’s an epidemic online, and it may be infecting your sales.

It’s the epidemic of abandoned shopping carts.

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A Note to Readers

Feeding Time

Greetings, Discerning Readers!

I won’t distract you this week from the newsletter on your desktop. Dig right into it – stuffed, as it is, with many great tidbits to read and some wonderful food for thought.

Some of my favorite writers – Mitch McCasland, Dana Blankenhorn and Chris Maher, to name this week’s top three – appear together in this issue, which made for tough ordering of articles indeed.

But don’t miss the others, either. Michael Perla is returning after a short absence with another excellent article on managing difficult manager-employee relationships; Brett Hurt makes a case for lifetime-based customer analysis data; and Tamara Halbritter and Hank Stroll wrap up their seven-article series on Everything You Wanted to Know About Newsletter Publishing (But Were Afraid To Ask). And, of course, there’s MarketingProfs’ answer to Dear Abby – our own Tig Tillinghast.

Enjoy! As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
ann@marketingprofs.com
MarketingProfs.com

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Michael Perla
What Becomes a Manager Most: Employee Perspective

There are no silver bullets when it comes to dealing with dysfunctional manager-direct report relationships. But like many difficult relationships, some careful attention can jumpstart it.

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Tamara Halbritter and Hank Stroll
Closing Sales: Harvesting the eNewsletter Relationship

Businesspeople buy when they trust the value they see is applicable to them and comes from a trusted source.

This final article in the series shows how e-newsletters can help accomplish this goal, and how they can be used as a tool by a salesperson to close business.

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Brett A. Hurt
The Power of Lifetime-Based Data

Do you know the difference between session and lifetime-based revenue analyses to measure the success of your online customer acquisition efforts?

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Tig Tillinghast
Dear Tig: Testing Price Points, and What Happens to Advertising During a War?

This week, Tig describes how to test various product price points. Also, he answers the question, What happens to advertising during a war?

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Contact

Publisher:Allen Weiss
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Content: Ann Handley
ann@MarketingProfs.com

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