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Strategic Database Marketing by Arthur Hughes

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17Building Retail Store Traffic

 

I can’t believe the number of people who are actually walking in our restaurants and redeeming the coupons. Before I tried e-mail, I put a coupon in the local newspaper and had fewer than 10 people redeem it. Then, I put the same coupon in an e-mail and sent it to 400 people and saw 100 of the e-mail coupons redeemed that month! That’s an outstanding rate, given that only 400 were sent. I’ve also tried direct mail and got such a low redemption rate that I won’t do it again. The e-mail coupons are being printed and brought in daily and people are fighting to get on my e-mail subscription list.

ABBY WEAVER,Marketing Director, Fajita Grill

 

Even if you don’t have an online business you still need to have an online ...

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