April 26, 2010

E-Mail Marketing Strategy

Pay close attention to the merchandise purchased by customers who buy after clicking through an e-mail marketing campaign.

Your e-mail merchandising strategy changes when customer behavior changes.
  • If the customer buys the merchandise featured in your e-mail marketing message, you are compelled to focus efforts on the merchandise that sells.
  • If the customer clicks through your e-mail marketing message and buys something else, you are liberated, you get to focus on the merchandise or content that stimulates customer action.
The two marketing strategies are polar opposites of each other. Knowing which one to execute is paramount to a viable e-mail marketing strategy.

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