Internet Marketing Practices
You want to build your list of loyal customers, but how do you do that? Users don’t want to give out contact information, but if you give them an incentive, they will. Coupons are a good way to do this. Users don’t have time to read an email newsletter. Do you? But, they may open an email that says, “Save 10% on our widgets.� When the user clicks through the email to the site, you’ll want to track that, of course, but also whether they print out the coupon. If they do, you have a qualified customer and you can focus on retention.
This is where customer loyalty comes into play. You’ll want to segment your lists and send targeted content. I’m a member of Border’s Books loyalty program, and they are always sending me sign up emails, or emails selling me books that I would never buy. There is content to draw new customers and then there is content to keep those customers. And, of course, you’ll want to track the success of all your efforts. 
