Shari Altman

Heather Fletcher is senior content editor with Target Marketing.

E-commerce is a powerful force in marketing, but imagine how much stronger of a retail profit center it could be with the other 98 percent of sales it could be making? According to recent research from Episerver, only 2 percent of e-commerce site visitors convert.

Nearly 30 years after the Ginsu knives hyperbole hit the airwaves, the URLs scrolling along the bottom of today’s DRTV spots are proof that the channel has evolved.

A sure way to fire up results for your fulfillment program is to look for opportunities to better serve your leads during their information-gathering process. If two-thirds of consumers have reported they feel unsolicited marketing materials are not relevant to their needs, according to Yankelovich research from late 2005, can you imagine the level of expectation for respondents who have requested further contact? By applying old-fashioned marketing strategy and leveraging today’s technologies, marketers can turn lead-generation data into customized fulfillment kits that are both more appealing to the recipient and helpful at moving the conversion process along. Data on Tap All customization processes start by assessing the

By Shari Altman Five ways to make new buyers feel appreciated—and more apt to buy from you again Consider yourself as a consumer or business customer making your first purchase from a new vendor, supplier, catalog, store or Web site. You overcame the innate risk of buying from a firm you've never dealt with before—risk that the product will be in stock and appear as expected, risk that what you are purchasing will deliver the value anticipated when you decided to plunk down your own (or your firm's) cold, hard cash. Don't you want to be welcomed and recognized, and know that your

By Shari Altman Improve Your AOV With Well-crafted Upsells and Cross-sells. When you visit McDonald's or Hardee's and place your order for a burger or chicken sandwich and a beverage, you will almost certainly be asked, "Would you like fries with that?" At its core, upsells are just like those french fries—an added item that "goes with" your initial purchase. In fact, a telemarketer I worked with years ago even used the term "french frying" as a pseudonym for upselling. Cross-selling really is a variation on upselling, where an item is offered that doesn't necessarily "go with" your customer's initial purchase, but that

M-G-M programs are great sources of new prospects By Denny Hatch It's amazing how the hotshots who set the standards for Internet usage came up with new appellations for age-old marketing techniques. When I was running Meredith book clubs back in the late '60s, the most profitable source of new members was space advertising. The second most profitable was Member-Get-a-Member (M-G-M) marketing: offering my existing members a naked bribe of free books if they would persuade their family, friends and neighbors to allow me to send new books to them as inducement to join the club. In today's Internet argot, this is called "viral

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