eBuzz - Incentives, anyone?

Incentives, anyone?

A recent article by Chad White in MediaPost's Email Insider discusses the importance of incentives in emarketing, noting that they're not just for conversion anymore. This is something that we've long been asserting to be necessary: our own transition marketing program offers incentives for new and transitioning customers to adopt and become loyal to the brand.

But incentives aren't even just for transition marketing anymore, either. White offers examples that are creative and, in a time of recession, bound to help with customer retention:

• to encourage product reviews, Northern Tool offered double entries in a sweepstakes for writing a review;


• to encourage the use of gift cards, several merchandizers offered free shipping for customers redeeming cards;


• to encouage the use of wish lists, Old Navy held a sweepstakes during the holidays that gave customers the opportunity to win everything on their wish lists;

White further encouraged merchants to think outside the box and come up with ways to reward forwards and those who update preferences.

All of these ideas and more, it seems to us, are going to become more and more critical as time goes by and shoppers are shopping less and less. Time to polish up your creativity and find ways to help your merchants incentivize their customers!

And that's our take on the news today!

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