Online Marketing: What Matters Most

On-demand e-mail program: Send e-mails to reward users when they do the right or wrong things, Africa suggested. For instance, when prospects sign up [online] to receive a catalog, they should get an e-mail. When they abandon your site, they should get another e-mail from the site. “Anything they do, they’re rewarded for” with an e-mail, she said. “It’s very effective online, but many companies don’t use it.”