Anyone who owns a web site or develops them needs to know the basic principles of search engine optimization. A very good place to start is (click on headlione for more…)
One Key to “Un-Friggin-Believable” Response
When I asked called a client this morning to ask how the campaign we created for him was going, his answer was music to my ears. To quote him exactly: “Un-friggin-believable! And I credit it all to the advertising. My sales manager wants to advertise more, but first I need to be sure we can handle the volume.”
Many things are contributing to the campaign’s success, but I believe that a primary factor is one that’s overlooked all too often: (Click on the headline for more…)
Are You Missing This Email Marketing Opportunity?
Open rates for transactional emails – order confirmations, shipping notices and the like – run more than double that of any other type of email. What’s more, they reach hotline buyers, the best-performing segment on anyone’s house file. Yet astonishingly, most companies overlook this prime marketing opportunity.
To be effective, follow a few simple rules: (Click on the headline for more…)
Which of These 5 Variables Affect Your Bottom Line Most?
Which of these will have the biggest impact on your bottom line? (Click on the headline for more…)
Alternative Payment Options More Important Than Ever
In a recent blog post, we talked about the increasing popularity of alternate payment options like Bill Me Later and eBillMe. There’s growing evidence that such payment options are more important than ever.
A December survey by Synergistics Research Corp. shows that one in six consumers had been denied credit in the previous three months. More buyers who have credit available are simply choosing not to use it.
Studies show that offering multiple payment options pay off. One survey by CyberSource Corp. showed that consumers complete purchases 14% more often when a retailer offers three or more types of payment instead of one or two. Is it time for you to look into alternative payment systems?
Turning Frustrated Customers Into Fans
Every business has instances when they unintentionally disappoint or frustrate customers. When that happens to you, how do you handle it? Apologize and move on? If so, you’re missing a chance to build customer loyalty. Let me give you a case in point. (Click on the headline for more…)
Find Your Product Rock Stars
Brand marketing consultant Andrea Syverson of IER Partners introduced an interesting merchandising aid at the last Mailorder Gardening Association conference. Here’s her suggestion for helping companies identify and build on their strongest product categories. (Click on headline for more…)
Another Way to Segment
One of our clients with an exceptionally loyal customer base recently noticed an interesting pattern. Some customers buy early in the season, and others buy late, but whatever their individual patterns are…they’re consistent from year to year, almost to the week.
If the same holds true for you, you might adapt your email campaigns accordingly. Try emailing the early birds a couple weeks before they typically order with offers designed to encourage larger sales. For those that pass their usual ordering time without any response, bring on the discounts.
Don’t Stop Prospecting
When times are tough, many companies hunker down and rely on their customer base to see them through. Working your customer base harder is a good idea, but a no-prospecting strategy is apt to come back to bite you. (Click on headline for more…)
See You at the NEMOA Conference?
I just signed up for the Spring conference of the New England Mail Order Association (more commonly known as NEMOA), and I’m hoping to see you there. Attendees include a diverse group of direct marketers, including… (Click on the headline for more.)
