22 Questions to Ask Before You Use Any Shopping Cart System - Does it have...
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14. Does it have broadcast e-mail capability? Good shopping cart systems are able to manipulate your customer database instantly and send e-mails to any segment or sub-segment of your clients and handle unlimited e-mail magazines. Again, in the old days I would have to be genius enough to pick out segments of the database, export them to a file, import them into a mail program and then an hour later send the darn e-mail. Now this is all done in a few seconds.
15. Does it have mail merge capability? The e-mails sent are personalized to the recipients in any number of ways. Their names can be popped in to the subject line and in various portions of the body of the e-mail. You can merge "what they bought," "when they bought," "where they live" or just about anything that will make them feel the e-mail was just for them. Virtually all studies show that mail merge gets a much higher response than plain broadcast e-mail.
16. Can it handle coupons and other discounts? You can make a deal with Joe Blow that everyone coming from his Web site gets an automatic discount -- either a percentage or dollar amount. This makes Joe look great to his visitors and makes more sales for you. Here's a secret: Joe is your affiliate and makes money on the sale too, so he's got a great incentive to keep your discounts and coupons in front of his visitors. Good shopping cart systems can automate all of this and also handle any quantity discounts you offer.
17. Can it work for multiple Web sites with no extra fees? When I first started I had to get a separate (and expensive) license for each site and a separate merchant account too.
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