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Select a topic:
E-MAIL MARKETING FOR DIRECT SUCCESS
HOW PAYMENT SYSTEMS FOR GLOBAL CUSTOMERS BOOST RESPONSE
FROM BROWSER TO ONLINE BUYER - STRATEGIES THAT WORK
E-COMMERCE INDUSTRY...WHAT LIES AHEAD?
REACHING HISPANICS WITHOUT FALLING PREY TO MYTHS
HOW PAYMENT SYSTEMS FOR GLOBAL CUSTOMERS BOOST RESPONSE
FROM BROWSER TO ONLINE BUYER - STRATEGIES THAT WORK
E-COMMERCE INDUSTRY...WHAT LIES AHEAD?
REACHING HISPANICS WITHOUT FALLING PREY TO MYTHS
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E-MAIL MARKETING FOR DIRECT SUCCESS
Most companies that are implementing e-mail marketing in
their marketing schemes, says Vincent Dipas of corporate
communications, Exatis.com, says the advantages are endless.
E-mail marketing, for example, provides speed, personalization
and convenience, and most importantly, interactivity, among
other things. Marketers must keep in mind, however, that they
should know the target audience, be consistent in frequency and
format, and make sure their Web sites are capable of handling
the potential online traffic that e-mail marketing may produce.
Click to:
http://www.the-dma.org/ART38c7e0287
Companies can effectively use e-mail marketing without being
negatively labeled by using endorsed opt-in e-mail lists and
building credibility, says Jay Schwedelson of Worldata/WebConnect.
Schwedelson also points out subject that areas or opening lines
of text should quickly identify the company name, or the e-mail
won't be read. For b-to-b e-mails, never let your message be
sent between Thursday night and Monday morning. Another proven
e-mail technique is to sponsor others' e-mail newsletters; there
are now more than 10,000 such sponsorships available in the
marketplace. Plus, use an opt-out message, and a change-of-address
option for every outbound e-mail.
Click to:
http://www.the-dma.org/news/newsstory23.shtml
Asking customers to pay in local currencies can boost response
of direct mail and online campaigns by as much as 25 percent in
some markets, reports Pacific Network Services' Renee Frappier.
Marketers should also add a 5-percent price buffer in markets
where currencies are mildly unstable, she said. Understanding
payment methods is also crucial: credit and debit card
transactions need to be supplemented by bank/giro transfers in
markets such as Germany, The Netherlands, Belgium, Denmark,
Norway, Sweden and Japan, among others. And when prices are
in "dollars," make sure the nation is designated ahead of the
"$" sign, as in "US$."
Click to:
http://www.the-dma.org/news/newsstory25.shtml
Tim Choate, who heads up FreeShop.com, believes the key factors
in converting an online browser into a buyer are: ensuring the
speed in which pages download, offering responsive customer
service; presenting sensible marketing and promotions that take
advantage of wise positioning of best sellers and product search
results, and personalization. Choate also suggests companies
hook first-time buyers by using first-time buyer promotions,
iron-clad return policies and guarantees, free trial offers,
clearly stated privacy and security statements, and third-party
endorsements. And avoid collecting non-vital information.
Click to:
http://www.the-dma.org/news/newsstory28.shtml
As revolutionary as the Internet and e-commerce are, Cliff
Sharples, president of garden.com, says online retailers are
only scratching the surface. With 25 percent of Web sites
reporting technical glitches that prevent ordering, 14 percent
delivering packages late, and 6 percent of package orders
never being delivered at all, improvement in performance is
vital. More than half of all Web sites fail to respond to
e-mail inquiries within 48 hours. Sharples maintains that
the Web must add "unique value" to customers, and can do so
through personalized e-mail marketing, careful customer focus
on the Web site, and seasonal merchandising offers for select
customers, among other things.
Click to:
http://www.the-dma.org/news/newsstory26.shtml
The Hispanic market is booming, but unless companies' marketing
strategies focus on cultural relevance and ask themselves, "who
is that Hispanic?" their efforts are sure to come up futile,
says Ramon Pineda of Caballero Spanish Media. Pineda suggests
marketers keep two rules in mind when marketing to Hispanics:
Don't ignore the market, because doing so will hurt most broad
consumer marketing schemes; and focus on the differences within
Hispanic culture, because general marketing paradigms will not
work.
Click to:
http://www.the-dma.org/news/newsstory22.shtml
Although stereotyping the Hispanic market can cripple a marketing
campaign, Carlos Garcia of Garcia Research Associates, Inc., says
companies should recognize the differences between Non-Hispanic
and Hispanic Americans and build productive marketing strategies
from them. Meanwhile, Abbe Alpaugh of BMG Direct de-bunked five
general myths about marketing to Hispanics:
- 1) Hispanics really receive about 50 "in-language" pieces per year;
- 2) Spanish Mail Order Buyer lists are plentiful - more than 7
million names are available;
- 3) Hispanics are adept at handling sophisticated mail packages;
- 4) Bilingual packages can be developed for as little as 20 percent
extra over the cost of a single-language package; and
- 5) Hispanic consumers have a better pay-up rate than the average
American household.
Click to:
http://www.the-dma.org/news/newsstory21.shtml
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