The 50 Best Tips of 2006
Useful e-mail sign-up ideas.
Use a clean pop-up to collect e-mail information; let visitors sign up for e-mails from your retail stores; tell visitors they’ll receive a discount coupon by e-mail right after they sign up; allow visitors to select the content they want to receive; and tell users to expect an e-mail confirmation.
—Alan Rimm-Kaufman, Rimm-Kaufman Group, E-commerce Insights, “Improve Your E-mail Sign-up Process,” September, Catalog Success
Make your e-mail subject lines attention-grabbing.
Test gender-based segments in subject lines. Men respond to new products and fresh content; women often are interested to hear about special sales and promotions.
—Eric Kirby, DoubleClick, source, “Increase Response to Your E-mail Campaigns,” April, Catalog Success
Use confirmation e-mails.
Although the industry numbers are increasing, many catalog companies still don’t send confirmation e-mails when customers opt in to receive them. A simple confirmation e-mail sets the tone for your brand and first sale. In such e-mails, include content about your company and products; stimulate the initial sale by offering a discount off the first order.
—Jim Gilbert, Gilbert Direct Marketing, Contributions to Profit, “Discover the Power of Confirmation E-mails,” July, Catalog Success
Devise a grand digital asset management plan.
When embarking on a digital asset management (DAM) solution, start with a utopian workflow vision and let it guide the search for DAM tools. Seek a flexible solution that doesn’t pigeon-hole you into a workflow. Find one that you can shape and mold to fit your vision.
—Dan Lorenzini, source, “Building a Digital Workflow Brick by Brick,” August, Catalog Success
Change internal links to meaningful keywords.
Links that lead deeper into your site should never say “click here” or “next.” Change these links to product names, category names or any keywords research tells you to choose. Creating links with relevant keywords will improve search engine results for those terms.
—Stephan Spencer, Netconcepts, source,“Three Tips to Improve Search Traffic,” March 14, Catalog Success Idea Factory
- Altman Dedicated Direct
- DM Transportation
- F. Curtis Barry & Co.
- Federal Express
- Fry, Inc.
- Hershey's Gift Catalog
- J. Schmid & Assoc.
- J.C. Whitney & Co.
- Lett Direct Inc.
- Liz Kislik Associates LLC
- McIntyre Direct
- Millard Group Inc.
- Orvis Company
- SC Fulfillment Services Inc.
- Sierra Trading Post
- The Rimm-Kaufman Group
- West Companies Inc.