Sweepstakes can fulfill a number of objectives for the e-tailer. When promoted effectively, contests can encourage repeat visits. With the proper design and deployment, a contest can also create loyalty and brand recognition. Additionally, the information culled from the respondents can provide a wealth of data that can be mined into targeted marketing.

You can implement the contest yourself by inviting responses to a trivia question, asking for submissions for a logo design or product review, or randomly drawing a customer''s name. Be creative when designing your contest -- you want it to inspire participation without requiring too much effort on the part of the respondent. Make sure you don''t neglect the contest once you have it posted -- visitors are going to be anxious to find out the winner, especially if the prize is cash or something of high value.

Awarding prizes that consist of e-store discounts or coupons can create sales but are a somewhat tacky way of forcing people to purchase. Make the prize compelling but not filled with self-promotion.

You can also have another company design and host your sweepstakes. SweepstakesBuilder offers a number of online solutions for e-business contests and promotions. Through various developmental and promotional packages, a customized contest program can be designed to meet your e-commerce needs.

Make sure to promote and publicize any contest that offers a unique or valuable prize. Include the sweepstakes information in your newsletters and add a link to the contest in your e-mail signature. Post the contest information on the newsgroups and forums where you participate.

It might be a good idea to run sweepstakes on a fairly regular basis. Granted, the prize may not always be something extremely worthwhile or valuable but it will generate repeat visits.

For more information on the benefits of adding online contests to your e-business, read these articles:

Sweepstakes Sites: Their Numbers Are Up!
Win ''Em Over With Contests
Attract New Users With Contests