Q&As

Fred Reichheld stunned marketers in 1996 when he argued in The Loyalty Effect that a 5% improvement in retention can boost profits by up to 100%. Now he is about to shock them again.

Some marketers may shy away from measuring the Net Promoter Score because it sounds too complex. But others are not daunted. Here is how Dell calculated the value of detractors and promoters for its consumer business.

I love direct marketing! It’s one of the few marketing disciplines where we (think) we’ve got all the numbers necessary to measure success and predict the future.

In a truly integrated marketing plan, every ingredient plays a vital role. The fact that you can’t directly attribute a sale to every e-mail message doesn’t mean the e-mails aren’t working.

By a three-to-one margin, marketers said optimizing a Web site for to attract search engines is a better bet for solid returns than paid search listings, according to a study by JupiterResearch.

Add Wisconsin to the growing list of states considering legislation that threatens to wipe legal, adult-oriented commercial content out of e-mail.

Wisconsin lawmakers are considering a bill that would set up a so-called child-protection do-not e-mail registry similar to those in use in Utah and Michigan.

RedEnvelope Inc. has tapped Ken Constable to serve as its president and CEO, effective immediately.

Letters in response to “Loose Cannon: Twelve Quatrains on Four Quarters for 2005, Direct Newsline, February 21, 2006”

Best Western International and MasterCard International have teamed up to send a loyalty program member and a guest to Germany this summer for the 2006 FIFA World Cup soccer tournament, and a special meeting with Hall of Fame soccer superstar, Pelé.

Coupons, Inc. has bought a patent from the American Consulting Co. enabling it to deepen its footprint in the online coupon industry.