The Marketing Corner: Driving Response

By Adele Lassere Created: February 2, 2013 Last Updated: February 2, 2013
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Once upon a time, email campaigns were thought to be a necessity for only business-to-business (B2B) marketers.

Today, email campaigns can be just as effective for business-to-consumer (B2C) engagements. Just imagine the changes that technology has made. Technology continues to change the landscape of digital marketing. Therefore, small-business marketers should re-evaluate how you go to market.

Do this by being innovative and expand your mindset about how email campaigns can help foster improved consumer relations and aid in loyalty programs. These are the beginnings of little nuggets that can make a difference with the overall performance of your marketing campaigns.

Now, you may be saying, “I tried that and it didn’t work!” Well, yes, you have had that one experience which may not have been positive. However, think about evolving your tactics to capture lost sales. Tactics are vital to success. Email campaigns are more successful if you have multiple messages planned to re-connect with consumers who have visited your website and didn’t purchase.

Consider deploying multiple messages that are delivered within a 48 hour period of the consumers leaving your website. Each message can serve a different purpose. Here’s an example:

  • First email message: remind the consumer that it’s not too late to come back and purchase items. This could include items still within the sales period, or a gentle message that new items have been added, etc.
  • Second email message: offer the consumer either a discount or free shipping.
  • Third email message: Increase consumer offer and/or reiterate previous offer.

Many large retailers are implementing this strategy as part of their best practices and have found success in capturing lost sales. As this year continues, expect the market place to be highly competitive.

This method can assist in keeping your business on the forefront of best practices and potentially gains you back dollars you thought were lost.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Adele was listed as Black Enterprise’s 2011 & 2013 Top Execs in Marketing & Advertising. Contact:

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