Database Marketing: Mining for Gold

Following up by saying, “We know you looked at this [notebook computer],” is not the right approach, Paschkewitz says. A better way: a general, gentle e-mail alerting them about current notebook products.

At The Guild, the customer care group periodically reviews online behavior data. If it’s noted that a potential client was in the process of placing an order, and then suddenly stopped, the prospect receives an e-mail offering assistance. “When we see that, we send the customer an e-mail saying, ‘You seem to be having trouble placing your order. Let us know if we can help,’” Baum explains.