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Holiday Action Saves a Sour Shopping Season
[By: Beka Ruse]
Usually, U.S. retailers earn 20-80% of their entire yearly gross during
the holiday season. But this year, things are different. The sluggish
US economy has prompted Deloitte Research's Carl Steidtmann to fear
"the worst Christmas ever" in the retail sector.
Short of going door to door in a Santa suit, how can businesses
increase profits and prevent a blue Christmas? Despite economic gloom,
industry leaders have found that an e-mail follow up strategy can
increase sales by a cheery 35%! To weather the ailing economy, use a
follow up autoresponder during your holiday campaigns.
What Does It Do?
Follow up autoresponders follow up with your leads for you. You create
a series of messages, and decide when they should be sent, (daily,
weekly, etc.). Your autoresponder will send the messages to each new
lead automatically. With no further intervention from you, your leads
will remember you throughout the winter chill. And this regular
reminding will mean more sales during the all-important holiday
shopping season.
Give yourself the gift of a higher conversion rate! Follow up
automatically using these simple steps:
Offer Useful Information
Personalize Your Messages
Track Your Leads
Broadcast Tailor-Made Offers
Offer Useful Information
Write your follow up messages for your leads - not for yourself. You
want to talk about your great service, but your leads just want to know
what they'll get out of it!
At some point, you must have purchased something like your product.
What were you looking for then? Was it information about pricing,
styles, or holiday gift wrapping? Maybe just a clearer explanation of
the product? Figure that out, and put the answer in your follow up
messages. That's what your leads want to know.
Personalize Your Messages
You don't open postal mail addressed to "Current Resident", and your
leads aren't going to read e-mail addressed to "Dear Internet Friend."
People are simply more likely to read messages that address them by
name.
Autoresponders let you use variables to personalize your messages. This
way, you write just one message, but Lenny Lead reads "Happy Holidays,
Lenny!" while Kate Customer reads "Happy Holidays, Kate!"
Names are only the beginning of the personalization features available,
though. In addition to full, first, and last names, some autoresponders
let you add e-mail addresses, dates, or an ad category. The best even
correct the capitalization in your leads' names, giving your messages a
much more professional look.
Track Your Leads
Get even better results from your snowballing list of leads by
experimenting with follow up content and timing. Your experimentation
will be much more successful if you have access to proper statistics.
Only use a follow up autoresponder that offers detailed lead
statistics. Look for live, graphical stats that show your incoming
leads broken down by day / week / month, all of your active leads, and
leads who have requested removal from your list.
Broadcast Tailor-Made Offers
To get more bang for your holiday buck, look for an autoresponder that
also lets you broadcast extra e-mails to all of your leads. Some even
allow you to send tailor-made offers only to leads who meet certain
criteria.
For instance, send everyone who's been on your list for a month a
special discount. Or, notify all leads interested in a certain product
when a new shipment comes in.
Follow up messages keep leads warm. Use periodic broadcasts to convert
them to sales!
Prevent a Crummy Christmas
Businesses of all sizes have seen their sales grow by leaps and bounds
because of automated follow up. Implement your follow up strategy now
to make the best use of holiday leads! Then, enjoy the season - your
autoresponder is following up for you!
Beka Ruse fights spam as the Business Development Manager at AWeber
Communications. Ad tracking, live stats, and a strict anti-spam policy.
Automated E-Mail Follow Up From AWeber.
Http://www.aweber.com/?296354
References:
Sydell, L. (2001, October 23). Holiday Online Retail, National Public
Radio's Marketplace
Covert, J. (2001, October 23). NY Fashion Designers Launch Bid to
Revive Holiday Sales, Wall Street Journal
THESE ARTICLES ARE TO PROMOTE PRODUCTS AND SERVICES OFFERED BY A WEB COMMUNICATIONS, INC.
