Th is chapter builds on the customer relationship marketing strategies discussed in Chapter 6. It covers the operational detail of online customer communications. A company’s website has to be eff ectively promoted in order to stand out from the crowd, encourage visitors and convert them into regular purchasers. Simply having a website is not enough to be seen amongst some 30 million commercial sites, a fi gure that is growing rapidly. Companies without extensive marketing budgets to spend on promotion will need to look for creative ways of attracting and retaining business.