Using multiple approaches to spark web sales conversions
Just renting an e-mail list and broadcasting out to the masses certainly won’t produce a cost-effective sales conversion rate, says 21st Century Marketing CEO David O. Schwartz.
Instead, 21st Century Marketing, which provides e-mail and direct marketing consulting services to catalogers such as Miles Kimball, an affiliate of Blyth Inc., suggests that web retailers adapt a more diverse interactive strategy that includes e-mail campaigns to specific demographic segments, making the retailer’s URL prominent in catalogs and on any other marketing location such as shopping bags and even billboards.
Renting outside e-mail lists and broadcasting messages is expensive and won’t convert many sales, Schwartz says. Combined with list rentals and various other fees, one e-mail campaign can cost as much as $20,000, based on list rental rates ranging from $100 to $200 per thousand names, and produce conversion rates of less than 1%.
Schwartz says direct marketers and web retailers will convert more sales at a lower cost if they adopt a multi-point interactive strategy. “They should leverage the web across all their channels and spread the word that shopping here online is convenient no matter where you see our URL,” Schwartz says. “They will get a higher conversion rate if they e-mail to select niches that are more likely to buy, and advertise the convenience of online ordering in each and every catalog and store.”
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