How to engender brand loyalty and drive sales with Web 2.0

By Reggie Brady

2. Showcase products with their star ratings in your e-mails. Bath & Body Works tested this and found e-mails that included such reviews had higher conversions and resulted in 12 percent higher sales.

3. Send a triggered message after a product purchase asking the recipient to rate the product. It’s a good idea to wait three weeks to four weeks after the item has been shipped so the customer has a chance to use the product and form an opinion.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

E-Mail Applied: Creating Customer Communities