E-Mail Applied: Creating Customer Communities
Despair, a cataloger of demotivational posters and products, has a blog that’s more focused on merchandising. It’s an irreverent, tongue-in-cheek look at the inner workings of the company. One recent post offered 25 percent off everything in the store for a two-day period. The writer explained the reason for the sale was that the company had neglected to send out regular e-mails for the previous three weeks, and now it wanted to placate the customers.
Motherwear, a cataloger of products for breast-feeding mothers, has a blog that also allows comments. It’s found that one-quarter of all new site visitors come from the blog. Orders from these visitors are 15 percent higher than other site visitors.
Blogs and customer reviews should only be implemented if they fit your long-term marketing goals. They take effort to execute, but there could be a big payoff in higher online visibility and sales.
Reggie Brady is president of Reggie Brady Marketing Solutions, a direct and e-mail marketing consultancy in Norwalk, Conn. Reach her at (203) 838-8138 or email@example.com.