Barnesandnoble.com, a high-achieving e-mail marketer, has learned from experience that ” one of our biggest challenges is keeping customers we acquire,” said Roe Johnson, director of online marketing at Barnesandnoble.com.
Johnson, who spoke yesterday at a session at the Direct Marketing Days in New York annual conference and exposition, offered up a number of retention tips for best conversion.
* The e-mail message that works best is a clear call to action.
* It’s important to experiment with different copy and offers.
* Identify and acknowledge the best buyers and tailor e-mail message to them accordingly.
* Personalize every message. The more you know, the more you can personalize.
* Try viral tactics. Messages passed along to friends tend to have strong response.
* Cross-sell and upsell.
* Offer premiums when customers place orders.
* Listen to customers’ desires and respond quickly.
Network
