In a survey of 98 online merchants’ e-mail marketing strategies during Q4 of last year, The E-Tailing Group found mass merchants, home-and-garden and apparel retailers to be the most aggressive in using targeted e-mail to spur last-minute and impulse buying among their regular customers. "In most cases, it’s more about loyalty than prospecting, because the end result is you wind up with more loyal customers," says E-Tailing Group president Lauren Freedman.

But she cautions that retailers need to be careful about the frequency and content of e-mail to assure that it’s suiting the interests of their customers. "There can be a fine line between sending something that’s relevant and scaring loyal customers away," Freedman says.
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