Think about the second contact

Whether you're running a web storefront or conducting business through classified ads and e-mail, your marketing program should be not only to draw customers, it should make them want to come back. Overcome the "been there, done that" mentality of Net-surfing by promising significant rewards for repeat contacts. Some rewards are:

* A customer account number that makes it easier to order from your storefront after the first time.

* A follow-up report or custom analysis via e-mail that offers personal service to each customer.

* A weekly or daily tip.

* A weekly or monthly contest.

* Giveaways or special prices for repeat customers.

* Weekly specials on different groups of merchandise.

Rather than encouraging an initial contact, think about building lasting customer relationships.