Internet Marketing Practices
04/26/2007You want to build your list of loyal customers, but how do you do that? Users dont want to give out contact information, but if you give them an incentive, they will. Coupons are a good way to do this. Users dont 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, youll 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. Youll want to segment your lists and send targeted content. Im a member of Borders 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, youll want to track the success of all your efforts.
