Sell After the Sale
>a period of inactivity; or
>filling out an online survey.
Because of its focus on timing, event-based marketing excels at promoting:
>products that need to be replaced often, such as cosmetics, food and beverages, and consumable industrial supplies;
>items you would specify as a cross-sell, such as a belt or shoes to go with a suit;
>new products in some way related to the product purchased; and
>services such as extended warranties or replenishment agreements.
Create a Tailored Response
Your e-mailed responses can take many forms, including:
>an electronic coupon;
>special marketing messaging offering relevant products or services;
>announcements of sales or promotions;
>articles or other non-product-specific content; and
>thank-you messaging, registration confirmation or product warranty information.
Start with simple scenarios and simple offers. Consider the following examples:
No. 1 During an online campaign to boost sales of electronic equipment, a customer buys a DVD player, but does not buy the matching speakers. Thirty days after the purchase, your system automatically e-mails a promotional message about the speakers. The assumption is that after a month the customer is pleased with his or her purchase and will wish to expand on it with improved peripheral equipment.
No. 2 A customer buys $500 worth of goods over a specified time. After a predetermined period of subsequent inactivity, your system automatically sends an e-mail thanking the customer for his or her continued business, along with an electronic coupon for a discount on anything on your Web site.
No. 3 A customer registers online and indicates an interest in outdoor activities. Your system immediately sends an e-mail thanking the customer for registering. It includes a pertinent sample article from your online content section and a list of links to online materials about hiking, bicycling, boating and so forth.
Use Content to Sell
By carefully stocking your site with well-written information, you can build up your reputation as a trustworthy source. Many people will come for the reading and stay for the shopping.