Email Marketing Tips to Maximize E-commerce Customer Loyalty

A newly formed online company, eLegalDoc, is getting ready to launch their ebusiness website. The company provides simple-to-use, customizable, auto-generated, and affordable electronic legal documents over the Internet. As the success of the eLegalDoc website is greatly dependent on the effectiveness of its product positioning and traffic generation, 

eLegalDoc requires the development of competitive positioning strategies and a marketing strategy and tactics to leverage its business model. This project develops the strategies based on market and competitive analysis. Using these strategies, the author suggests e-marketing tactics to generate costeffective traffic to the eLegalDoc website. In accomplishing 

this, the first step involves an academic research review of various e-marketing strategies and tactics, including the value bubble model for analyzing e-business websites. The e-marketing strategies include tactics for the following components: website strategies, website design essentials, affiliate programs, banner advertising, email marketing, search engine marketing, 

search engine optimization, and online

trust buildingMany marketers believe that despite the lnternet bubble burst a few years ago, the future is still bright for e-commerce. The 2oth century was shaped by the Industrial Revolution, and became the age of the automobile and the television. The 21'' century is shaped by the Technological Revolution, and has become the age of globalization. The 

lnternet impacts all aspects of business. In this century, e-business is no longer an option for businesses - it is a necessity. At the beginning of the lnternet era, in late 1960s, the lnternet was used by the U.S. Department of Defense and other related organizations as a communications tool. In the 1970s, the lnternet technology became more public and was 

utilized by educational institutions and commercial users. By the late 1980s, e-commerce became an integral part of business-to-business transactions. In 1992, the World Wide Web arrived, and made e-commerce economical, since small businesses could now reach large audiences more easily (Trepper, 2000)at last, web users are engaging in e-commerce by 

purchasing online There are still many 

barriers to overcome in order to recruit more customers in the U.S. and worldwide. Privacy and security are growing concern to many lnternet users. Various surveys have indicated that online shoppers are concerned about their privacy, in particular the confidentiality of the personal data they provide to online retailers (Kobsa, 2004). The leading country in the 

number of lnternet users is the United States, with almost 202 million people using the Internet, representing 68.8% penetration (NielsenIlNetRatings, July 2004). Canada ranks as ninth, with a little over 20 million lnternet users, representing 64.2% of the population (Computer Industry Almanac, Dec. 2003). The total number of lnternet users is 800 million 

worldwide (Internet World Stats, Sept. 2004The company's website will host the online store and products of eLegalDoc. Customers can create a custom legal document by answering simple questions online regarding their legal transaction. Customers can preview and edit their legal document online until they are satisfied with the document. In order to save or print the legal document, customers must pay a single-use license fee. Depending on the legal 

document the fee will range from US 

After the online credit card payment is authorized, customers will be able to save and print the legal document in Adobe0 PDF format. They will then be sent a confirmation email with a link to access the document at a later time. As the success of the eLegalDoc website is greatly dependent on the effectiveness of its product positioning and traffic generation, eLegalDoc 

requires the development of competitive positioning strategies. It also necessitates marketing strategies and tactics to leverage its business model. This project will develop the strategies based on market and competitive analysis. Using these strategies, the author will suggest e-marketing tactics to generate cost-effective traffic to the eLegalDoc website. The e-marketing strategies will include tactics for the following components: website strategies, website design 

essentials, affiliate programs, banner advertising, email marketing, search engine marketing, search engine optimization, online trust building, etc.Marketing segmentation is the process of aggregating individuals or businesses with similar characteristics that pertain to the use, consumption, or benefits of a product or service (Strauss, El-Ansary, & Frost, 2003, p.212). 

Conclusion

The segmentation process results in groups of customers called market segments. Geographic, demographic, or psychographic statistics are often used for the B2C markets. In addition, as Forrester Research has found, attitude toward technology (pessimistic vs. optimistic) and the primary motivation for using technology (career, family, entertainment) are often better segmentation variables. The motivation also indicates the types of products that 

the Internet users are seeking online. However, this broadly based customer data about new technologies needs to be supplemented with an understanding of how users actually approach a given website. In their research, Schmitt & Mueller (2004) have found that customer expectations and user goals affect online behavior, including the probability of liking the website, browsing it, and then book-marking it.The main reason to target the U.S. is the 

large size of the market. In its Enumeration Study (conducted in February of 2004), Nielsen//NetRatings, the global standard for lnternet audience measurement and analysis, reports that nearly 75% or 204 million Americans have access to the lnternet from home. In comparison, lnternet access penetration hovered around 66% in February 2003, rising 9% points in a year. eLegalDoc provides business, legal action, and federal legal documents.

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