Interactive Basics: Domain Names
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Written by admin on July 2, 2008 – 11:34 pm
Domain names, also referred to as host names, are memorable alphabetic names given to numeric Internet protocol addresses. By giving a Web site a memorable domain name such as www.yahoo.com, users are able to more effectively and efficiently search for and find the products and services they desire. Domain names have become one of the keys to a successful Web site for one obvious reason—your Web site is where you will direct all your potential customers.
Owning a domain name has become so low cost (as low as $6.95 a year for registration), there is no reason your company shouldn’t use it as a way to make a great first impression and hold a place in the mind of your customer. Once you own a domain name, it is yours to keep as long as you continue to renew your subscription. There are many companies that service domain name purchases. Among the most common are GoDaddy.com, and Networksolutions.com. A short domain name will be more memorable. Own as many extensions on your domain name as you can.
Pay for common misspellings and other names for your company. Choosing a shorter domain name will make it easier to remember and may add credibility to your company. If you’re choosing between two domain names: www.huntingsupplies.com and www.suppliesforpeoplewhohunt.com, pick the first (shorter, simpler name). Avoid domain names that could be confusing or misleading. If you’re selling bicycles, make sure your domain name makes that clear. Avoid hyphens, as well as names that could be misspelled, as they may confuse and discourage potential customers. A website named www.Joe-bikeshop.com may be confused with www.Joebikeshop.com. If you own wildsisters.org, you may want to own the .com, .net, and other extensions.
Once you own them, you can redirect anyone who tries to go to those links to your .org Web site. If you type www.wikipedia.com into your address bar, you will automatically be redirected to the Wikipedia Web site at www.wikipedia.org. If you type www.chevy.com into your address bar, you will be redirected to www.chevrolet.com.
Intermediate Interactive: E-Mail Marketing
Besides its relatively inexpensive cost, one of the greatest advantages of e-mail marketing is that it delivers metrics that will allow you to measure your effectiveness, adjust your strategy, and achieve better results into the future. Examples of these measurable metrics are delivery rate, open rate, click-through rate, and conversion rate. These different metrics are explained later in this post. E-mail marketing, like your Web site, is also a comparatively inexpensive way to promote products and services, enhance and ensure customer service, build your brand, support promotions and product introductions in other media, and provide information to your customers. E-mail is also very conducive to a “test and learn” environment. With email, you know in a day how you performed with a certain offer, product, or e-mail content. Take this knowledge into other areas of your marketing. Target your e-mails for increased effectiveness and response. Your e-mail list can come from users of your Internet site if you have a mechanism to capture their address. Often this is done by signing up Internet users and customers for a best customer or rewards club, or offering incentives such as rebates and discounts. Once you have their e-mail address, consider the following to help you get the most out of your e-mails:
• Segment by demographics or by expressed customer preferences.
• Segment users of certain products or product categories. Be relevant and provide information, content, and promotions for products you know are of interest to the segment.
• Segment users at certain times of the day and communicate with them just prior to when you know they are most likely to be on the Internet. This is most relevant for international customers.
• Personalize your e-mails whenever possible. Travelocity.com is a great example of knowing your customers. This Internet provider of travel customizes their e-mails based on where you live, where you travel, and the travel vendors you like to use (hotels, rental cars, and airlines). It’s not uncommon to get a message talking about a great fare on travel from your hometown to your frequent destinations.
A common form of e-mail marketing that accomplishes this are e-zines (electronic magazines). An e-zine is a magazine or newsletter sent out periodically to a list of voluntary subscribers. E-zines stress the content aspect, concentrating primarily on information. Because your subscribers have given their consent to receive your newsletters, this is also a valuable tool for sending out promotions, ads, recommendations, and announcements.
