By Evelyn Lim
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Article Title: How Direct Marketing Helps Your Internet
Business To Prosper
Author: Evelyn Lim
Word Count: 563
Article URL: www.isnare.com/?id=3220&ca=Marketing
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------------------ ARTICLE START ------------------
What is direct marketing? Put simply, direct marketing is a
process of recording information about your customerís
to a planned marketing activity.
Increased computer usage has allowed direct marketing to
and to rise dramatically. For your online business, to begin
with, you design your sales letter or craft your emails to
elicit a certain response. You then test and track your
customerís feedback by the actions (or inaction) that he/she
takes. The tracking process is easily accomplished via coding
your online campaigns and can be fully automated.
As you gather more information about your customer's online
behaviour, you are able to tweak your sales ad accordingly.
In a nutshell, the internet makes it possible for you to track
your individual online communication with a customer and to
know what happens over time.
With direct marketing skills, you will be able to acquire and
retain your customers. There is less marketing wastage as you
know what, how and where to roll out your online marketing
campaign for the best response. Having good knowledge about
your customers will definitely put you ahead of your pack!
So what are the qualities that constitute a good online
customer? He/she is:
* Open to your offers.
* Repeat buyer.
* Buyer of your front end / back end products.
* Easy and low cost to maintain.
* High revenue dollar value per acquisition cost.
* Loyal to you.
* Swear by you!
The reverse is true of a poor online customer. He/she is:
* Not open.
* A complainer.
* A single transaction buyer.
* An easy product switcher to your competitor's.
* Not loyal.
* Quibbles a lot on price.
* Expensive to acquire and expensive to maintain.
* Low revenue dollar value per acquisition cost.
How then, do you pinpoint a good customer against a bad one?
What kind of information do you need to know about your
customers? Here are 8 critical but very basic information that
you must gather:
1. Who are they?
2. What do they buy?
3. When do they buy?
4. How do they buy?
5. Why do they buy?
6. Where do they buy?
7. Are they satisfied?
8. What is their buying power like?
One way of getting the information that you need is to simply
conduct a survey on your mailing list. Hot tip! Make it easy
for your subscribers to fill up the survey and give them an
incentive to do so!
The same pareto principle should apply to your online
the 80/20 rule. The principle just means that 80% of your
are generated by 20% of your customers.
If this is the the case, instead of spending huge sums on
customer acquisition, it may be a more prudent measure to
resources on knowing and understanding more of this 20%
Cultivate good relationships with this 20% segment and reward
the customers here for staying true to you. (Again, this
knowledge is only possible if you have surveyed or kept track
of your entire customer base.)
All in, having happy, loyal and satisfied customers will
in a business that prospers. And you can achieve this through
direct marketing and knowing what, where and how to please
About The Author: Evelyn Lim is the publisher of weekly
newsletter "Mapping You to Success". She aims to equip her
readers with skills to acquire multiple sources of online
income. To subscribe to her newsletter, please visit
www.e-BizMap.com . Or, read her blog "Online home
business journals from Singapore" at www.EvelynLim.com
for more information
------------------ ARTICLE END ------------------
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