Designing Email Campaigns for High E-commerce Retention

According to CIA The World Factbook 2004, two languages are spoken in the United States: English (an official language) and Spanish (spoken by a sizable minority). For the initial website launch, eLegalDoc will provide the website only in English. Once the website is designed, and the whole e-commerce process of creating automated legal documents and 

receiving payments is tested and proven to work, the website will enter the next phase. The Spanish speaking minority, otherwise known as Hispanic, is a growing lnternet market in U.S. A nationwide Harris Interactivesm survey conducted in February and March of 2002, have revealed that Hispanics represent 9% of total number of adults using the Internet. Thus, in  

second stage of expansion, the Hispanic ethnic group will be included as an additional target segment. At that stage, eLegalDoc will provide the website instructions in Spanish as well.User psychographics comprise personality, values, lifestyle, activities, interests, and opinions. Psychographics portray general ways that consumers spend time, and as such they 

can assist e-marketers to define and describe 

market segments so they can better meet consumer needs (Strauss, El-Ansary, & Frost, 2003, p.219). This type of information is especially important for webpage design, since different psychographic groups will react differently to certain webpage elements, such as colors, layout, images, language tone, etc. One of the most important psychographic aspects is the segment's attitude towards technology and primary motivation for using technology. 

Another psychographic characteristic that will affect the customers' acceptance of eLegalDoc products (automated legal documents) is the rising "do-it-yourself' trend in North America.For the entire Nielsen//NetRatings results, including the number of visitors and time spent on these websites, see Appendix A: lnternet Usage Metrics, the Top 10 Parent Companies and 

Web Usage Data, for work and home panels. Google eBay Based on the above findings, the most popular websites have various offerings, such as information and regulations (U.S. Government, InterActiveCorp), online purchases (Amazon, eBay), search capabilities (Google, Yahoo!, Ask Jeeves), media (Time Warner, Landmark Communications), and entertainment (Walt Disney). Given that Microsoft provides the support and updates for the 

Windows operating system and various

software packages, which are utilized by the majority of lnternet users, it is expected that the Microsoft website is the most popularBased on this model, a typical eLegalDoc customer is part of the Early Majority group, the pragmatist. Online legal documents are not a novel technology - they have existed for a few years - thus they do not fit into the Early Market 

phase. However, eLegalDoc services do solve problems not addressed by current systems (e.g. blank legal forms and self-help books) by providing customization and instant auto-generation of legal documents. Thus, the most specific customer type for eLegalDoc would be the very early majority - just at the beginning of the Mainstream Market penetration - 

otherwise known as the Bowling Alley. The Bowling Alley is a period of niche-based adoption in advance of the general marketplace (Moore, 1999). This phase is driven by realistic customer needs and the willingness of vendors to develop niche-specific products. The main goal in this stage is to progress from niche to niche, where each niche behaves as a bowling pin that knocks down another pin, until the mainstream market reaches its full potential, and 

enters the Tornado phase In order 

to start the bowling pin effect, the first niche must be carefully selected. The starting niche segment is also known as Beachhead (Moore, 1999). In the case of eLegalDoc, it will target Small OfficeIHome Office (SOHO) business owners as a Beachhead segment. SOHO is defined as self-employed and established businesses with 20 or fewer employees including 

home-based businesses, free agents, independent professionals, telecommuters or mobile professionals often working from home, a package office setting, or a traditional office environment. SOHO's also include incorporated businesses or sole proprietors with or without paid employees and/or contract worked out. Beneficial information was drawn from 

conversations with representatives of start-ups, agencies, and research, as well. The entrepreneurs described first-hand experiences that included the challenges that go with demand spikes, supply chain interruptions, and customer fickleness debacles. The consultants shared their opinions on the prospect of reorganizing procedures to fit the 

Conclusion

changing market setting that had been fcommerce businesses is the major problem as customers are becoming more demanding regarding the processing time of orders. The customers have become so fastidious that they expect, within a day or two, free shipping from Amazon Prime. Therefore, they require the same quick delivery from any retailer. However, 

the reliability of shipping speed requirements becomes more complicated as businesses grow, involving warehouse address and carrier relationship concerns issues that will have to be planned. Managing the allocation of inventory over several facilities is a juggling. Although a broader stock distribution shortens the distances to major population centers, the gap, in 

some cases, increases the costs to commodity suppliers. Indicators must identify the distribution channels for a given SKU, i.e., fastmoving staples to slow, bulky items. Carriers, too, get affected; hence, carefully luctuating. Experts emphasized oncoming technological innovations and their expected effects on the existing business models as well. Integrated, these alternative voices deepened the existing discussions with a wealth of personal