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Targeted Mass Email Campaigns A commerce web site (one with online shopping features) is an excellent additional sales channel to any business with products to sell. However, many people are under the impression that just because it exists, sales will automatically be generated from it. It still requires selling your products. Converting Your Website to a Sales Tool To make a sale on a web site requires similar effort of involvement as making a sale in a retail store. What converts someone to a buyer? It's going to be a sale price that convinces them they're getting a 'deal' and/or interaction with a 'salesperson' who can help them identify the product that is right for their needs/desires. They must be pursuaded that right now is the time to buy. Online, the 'salesperson' comes in two forms: compelling sales support information and follow up contact. Most companies with commerce web sites don't do anything to facilitate sales, but simply allow their site to sit and wait for someone who wants to place a convenience order. More proactive approaches should and can be taken. #1 most important way to get people to buy - get them to talk to you! Once you have a dialog going you can overcome objections and create urgency. Be sure to respect privacy by using email if that is their choice. If you require that they make a phone call, you risk losing them. Keep the offer of a phone call at hand at all times and let them make the choice. Web content should include compelling, obvious and easy access for the customer to initiate a dialog with you. Very few web site developers or webmasters have developed a good process for converting people visiting a website into buyers. There are a number of valid reasons for this, but in one area, you can exert some influence. Targeted mass email campaigns, or email blasts to customers who have submitted their email address are much more effective on the internet than even traditional postal mailings. They are the most likely email to be opened, depending on when received and with proper follow-up, they can be the entré to a sale. The key elements we will choose from to include in mass email messages: Major website navigation elements Informative content separate from, but can be related to, the product you are also advertising or introducing Direct add-to-cart links to purchase right when they get the email A way to get recipients to request something Free or incentive offers As many links to site content as possible 'Send page to a friend' feature Clearly identifiable logo and/or business name, address and phone number. Tracking code to determine which recipients open their message and how often. Follow up message geared to capitalize on the initial tracking information. In order to get people to submit their email address, you need to do some compelling things. First would be to start with established customers and offer them email newsletters on a periodic basis. Ask if they would like to receive this service and get their email address. Your web site content can also be valuable in encouraging people to offer their email address in exchange for information or services. Some ways to initiate a dialog: Compose site content to draw people into a dialog about your product Compose content that creates 'controversy' to solicit opinions from people Create compelling descriptions of events and products including in-action photos Offer an online drawing for free tickets to an exclusive event (the word 'free' draws a ton of interest) Create an online contest to find a name for a special limited or newly released product - take advantage of the result with a ceremony and get photos Create a compelling reason to buy right now (urgency) Provide incentives for people to make purchases, such as special offers, sale pricing, bonus products Promote the ease of use of your online shopping system The internet can be a very impersonal space. Developing content that lets visitors feel like they are participating in your business; letting them in on some of your secrets or activities, helps draw them into the fold and feel welcomed. Reporting When we send your email, our special programs will track some specific information about what happens to the message. We will provide you with a report that tells you how many people opened the message and how many times per day. We will also tell you who opened the message and how many times they opened it. Using this information, we will help you develop a follow-up program to identify and draw in people who seem interested in your products or services.

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