The Yahoo Store blog recently featured a guest column about email marketing by long-time Yahoo Store owner Rob Snell of Snell Brothers, author of "Yahoo! Store: Starting a Yahoo! Business For Dummies."
Rob has some interesting advice about using email promotions, stating he believes the most important component of a successful email marketing campaign is the offer. He suggests the use of "loss leaders" and coupons - though he cautions merchants on their use ("Don't train your customers to wait for a coupon each week"). It's an interesting read for anyone who sells online.
Rob Snell also points out that it's important to track the effectiveness of email campaigns, and points to Yahoo's Web Analytics tools. Wherever you host your store, you should be tracking where your traffic is coming from and the effectiveness of your marketing campaigns - email or otherwise. In today's issue, Jennifer Wilson of WebTrends explains the five thigns every merchant should know about Web analytics.
We also have an article by Craig Vodnik, Vice President of cleverbridge, North America, who offers readers tips on turning browsers into buyers.
From MySpace to Facebook, Squidoo to Twitter, and blogs to YouTube, there's a lot of talk these days about social networking. But can online sellers use social networking sites to help their online retail business? We're conducting a survey to find out if online merchants use such sites, and if so, how, and what effect they have on sales. Please take a few minutes to take the survey, and let us know your thoughts on Ecommerce and Social Networking! We'll share the results in the next issue.
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