MULTICHANNEL MERCHANT » ECOMMERCE
In the history of advertising, no ad vehicle has come so far, so fast, as
search engine marketing. To those of us who have been practicing SEM for
years, it’s amazing just how fast this space moves. Everyday there are new
challenges, increasing competition and new technological advances that
dazzle the mind.
Loyalty programs have helped merchants build their house files, but they can also be used to deliver triggered messages to drive better response rates. Click here for more.
Call it the e-mail paradox. E-mail to a house file is far and away multichannel merchants’ most cost effective sales tool. Yet the money most companies spend on it is barely a rounding error in terms of their marketing budgets.
The Lenox Group was hardly what you’d call database-poor. It had one for its catalog, another for its stores, and still another file for its e-mail addresses.
Are you ready for Web Analytics 2.0? It’s okay to wince at yet another 2.0 buzzword, but open your eyes just wide enough to scope the opportunity. Like
Casual Male Retail Group has some big shoes to fill. The specialty retailer of men
Have you thought about using your house file to set up custom landing pages for your customers?
Online customers are constantly leaving behind clues about themselves. It’s up to marketers to put these clues together and use the information to better target customers and improve the effectiveness of e-mail campaigns. Behavioral data can help you do that.Behavioral data is usually a result of actions customers have taken–or not taken–when interacting with your brand through one of its channels. The challenge is turning that information into a true understanding of what your customers need and want. This allows you to send more timely and relevant messages to your existing database, as well as target prospects with the same characteristics.For this special report from Multichannel Merchant, we spoke with several experts to find out how to use behavioral data successfully. Perhaps the most compelling reason to embrace the concept: A study by JupiterResearch revealed that only 13% of marketers are using targeted e-mail campaigns based on a customer’s purchase history or click-stream activity. So any marketer who does take the time to decipher clues and send out targeted e-mails is more likely than the competition to solve the mystery of what customers want-and land the sale.
When it comes to e-mail marketing, the biggest mistake is trying to convert a prospect. Merchants should be trying to attract a qualified prospect. What’s the difference?
Smart marketers understand that long-term success depends on treating customers to a great experience, one that’s seamless across channels. What’s the best way to do that? This month we’ll look at why you need to go beyond order conversion when you track success, and how aligning your Web and print channels can improve the experience you offer your own customers.