The 50 Best Tips of 2008

9. Make promotion sites easy to remember.
An 18-digit coupon code in print will be difficult for many and impossible for some to correctly type for a Web site offer. Instead, try an easy promotion code, such as “SUMMER15” for 15 percent off summer items, which is easier to remember than a complex string of letters and numbers.
Gary Harrison, Interprise Software Solutions
“4 Tips for Cross-Promoting E-Commerce Sites and Catalogs,”
Sept. 9, Catalog Success: Tactics & Tips

10. Cross-merchandise.
Cross-merchandise Web-exclusive products in your catalogs through the use of box ads and referencing product line extensions.
Rob O’Connor, Creative Irish Gifts
“4 Steps to Increase Online Conversion Rates — Catalog Success Webinar Recap, Part 2,”
Sept. 23, Catalog Success: Tactics & Tips

E-COMMERCE, E-MAIL

11. Don’t abandon the Internet.
Studies indicate that 60 percent to 75 percent of seniors use dial-up access to go online. Therefore, avoid using Flash, high-density images that can cause Web pages to load slowly. Most seniors don’t care about bells and whistles anyway. Your site’s design should focus on speed and content.
Richard Tooker, KnowledgeBase Marketing
“Respect (and Sell to) Your Elders,”
Jan. 29, Catalog Success: Tactics & Tips

12. Create a knowledge base.
Analyze customer queries to identify the most frequently asked questions (FAQs). Create responses to these FAQs, freeing up agents to focus on more complex and high-value inquiries. Create form articles for the body, header, greeting, signature and footer of the e-mail. Agents then simply have to mix and match available information without creating new content.
eGain
“Put Down That Phone,”
Jan. 29, Catalog Success: Tactics & Tips

13. Automate e-mails to customer life events.
By sending personalized e-mails triggered by events, such as point levels for a loyalty program, anniversaries and last time shopped at the store, among others, you increase customer engagement.
Responsys
“Five Ways to Ensure E-Mail Provides a Positive Customer Experience,”
Feb. 19, Catalog Success: Tactics & Tips