When Art.com started selling prints and posters online six years ago under an earlier domain name, e-mail marketing wasn’t even in the picture. Today it’s a core part of the online-only store’s strategy, as Mitech Patel, director of software and technology at Art.com, will tell attendees at eTail 2004 East. Since Art.com started e-mail marketing in 1998, its e-mail efforts have resulted in a proportionately larger contribution to revenue relative to other online marketing efforts. That’s partly because of the increased penetration rate of e-mail and consumers’ increased comfort level with e-mail, says Patel, and partly because Art.com does e-mail more effectively.

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