E-Commerce Link: Valued Promotions
For e-mail marketing, make sure the message in your e-mail is consistent with what the shopper sees on your site and landing pages. Use the same messaging and imagery in both places to promote discounts, products and value, and link directly from your e-mail to the product wherever possible. Similarly, when crafting paid search ads, include the price and coupon code in your listing. This engages shoppers from the start, and they enter your site armed with the tools to get a good deal.
Ken Burke is the chairman, founder and chief evangelist of MarketLive Inc., an e-commerce technology services provider based in Petaluma, Calif. He can be reached at firstname.lastname@example.org, or visit www.marketlive.com/sitereview.