vb.net barcode generator free FIGURE 10-3 Creative Paper sends this swatch ring to its customers to encourage future purchases. in Software

Making QR Code JIS X 0510 in Software FIGURE 10-3 Creative Paper sends this swatch ring to its customers to encourage future purchases.

FIGURE 10-3 Creative Paper sends this swatch ring to its customers to encourage future purchases.
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We throw a swatch ring in with all of our orders; it includes samples of our paper, hundreds of different patterns and shapes, and encourages customers to go to our web site to find out more. When a customer places an order on the Creative Paper web site or when he or she is viewing a short explanation about how to order he or she is given the option to sign up for the company s free newsletter. What can a newsletter do to help you keep customers Here s what:
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Builds credibility A newsletter lets people know you re on the ball and actively managing your business. Reminds them about you Web shoppers are fickle and will go anywhere they can find the best price unless you develop a sense of loyalty.
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CHAPTER 10: Acquire and Keep Your Customers
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Gives them new reasons to visit your site Your newsletter can include descriptions of products your customers didn t buy and didn t know about originally. You introduce them to your entire product line; since they already know and trust you, they re more likely to purchase one of those new items than someone who s visiting you for the first time.
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A newsletter like Creative Paper s requires a commitment on your part. You or one of your employees (or a freelance writer like me) will have to be assigned to provide copy for it. Like many other parts of your business, a newsletter requires work up front but brings benefits in the long run. But then, a newsletter is a twentieth-century communications tool. If you want to really be on the cutting edge, you can create a blog for your area of business. A blog is an online diary that you or staff need to update on a regular basis. The eBay business profiled later in this chapter, Dallas Golf, operates such a blog through the blog hosting service TypePad (see Figure 10-4).
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We Do Give People the Option to Opt Out
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Jeff McCullough is very conscious of what separates legitimate business communications from the dreaded Unsolicited Commercial E-Mail, otherwise known as spam. Whenever he sends an e-mail blast or a newsletter, he includes a note giving recipients the chance to opt out and not receive such messages in the future. The bottom line: Don t approach your valued customers unless they have chosen to receive such e-mails from you, or unless you have specifically asked them if they want to receive such notification from you in future. When someone buys a product from us, they do so through Andale, which provides us with a checkout system. The checkout system gives people the option to opt out of any future communications from us after the purchase is made. Some people do opt out, but most don t. It s surprising, considering all the spam that s out there on the Internet, but in a typical month we add 400 names to the list of 20,000, and we usually get 100 who opt out. Once they opt out, they don t get messages about our products anymore.
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I Had a Lot of People Requesting Patriotic Stuff After 9/11
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Creative Paper, like many successful businesses, takes advantage of holidays and special occasions that come up through the year in order to send out new mailings and announce seasonal products. Each major holiday that arrives is an opportunity for a new product.
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Secrets of the eBay Millionaires
FIGURE 10-4 Rather than mailing out a newsletter, this seller publishes a blog online.
I was not trying to take advantage of 9/11 but, in early 2002, I had a lot of people requesting materials with a patriotic theme, says McCullough. I would write the descriptions, some more detailed than others, and came up with a set of 1 -inch squares, using as many as 34 colors. We blast e-mailed an announcement to a list of about 3,000 to 4,000 people. Over the next couple of days, we were getting a hit every eight seconds on our web site, and we were selling one kit every eight minutes. Today, the Creative Paper web site promotes another set of paper that s intended for a special purpose a wedding. Sets of translucent vellum paper can be used for wedding announcements, invitations, and programs. Other sets of papers target scrapbookers who are interested in Victorian designs or papers with flowers or fruit printed on them.
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