Why e-retailers are expanding their e-mail marketing

On the surface, e-mail marketing has a lot of strikes against it. There`s the controversy over spam and the new regulations against it. There`s the widely held belief that legitimate e-mail promotions are lost in a blizzard of illegitimate e-blasting and are therefore less effective than they once were. And a new Internet Retailer survey of e-retailers shows that the overwhelming majority online merchants--71% to be exact--attribute less than 10% of their retail web sales to the e-mail marketing they do.Nonetheless, that same survey shows that 68% of e-retailers are doing more e-mail marketing this year than the year before and the majority of those surveyed believe e-mail marketing is as or more effective than other forms of web site marketing. The explanation for this dichotomy appears to be found in the fact that e-mail is seen as an extremely effective way of communicating with online shoppers, even if that communication does not result in a sale that can be attributed to an online sale. Furthermore, the low cost of e-mail marketing makes it an extremely 'effective' sales"


Why e-retailers are expanding their e-mail marketing Posted by: DTB at 3:07 PM  |  Permalink