E-commerce: Plot Out Your Online Programs

What’s more, Pfaltzgraff uses e-mails that focus on different channels, such as its stores, specific catalog offers or multichannel offers. “Experiment with a mix of e-mails,” he advised.

Tap Outside Resources
Whether it’s SEM or affiliate marketing, consider outsourcing portions of Web-based programs. Lisa Riolo, vice president of client development for affiliate marketing firm Commission Junction, said catalogers whose sales peak at certain periods of the year can find it’s not cost-effective to have in-house employees devoted to affiliate marketing year-round. “Hence, components of Web marketing programs should be outsourced,” she said.