How can Internet retailers use email marketing to bring customers back after the holidays? |  |
| January 4th 2001 - Online holiday sales were double those of 1999 according to some analyst reports. Yet, many Internet retailers need to find ways to bring their holiday customers back to shop more frequently if they are to survive in 2001. With the disappointing effectiveness of banner advertising, eRetailers are looking for better ways to attract the attention of their best customers. Permission-based email marketing has been hailed as the best marketing tool to-date for Internet retailers. The latest report from the International eRetail Association looks into email marketing tools and techniques, to suggest ways members can bring their customers back, again and again. "There is a danger that consumers will be inundated with email offers from retailers in 2001," says Nigel Fenwick, President of the International eRetail Association and eRetailNews. "To attract shoppers, email messages must be targeted to the needs of each customer and have a perceived value to the customer. If we don't use email marketing wisely, consumers will quickly learn to remove their names from mailing lists and retailers will lose access to their best customers." The report, which is free to qualified members of the International eRetail Association, identifies the leading providers of email marketing services and includes tips for selecting an outsourced email marketing provider, "Top tips for developing an email marketing strategy" and "Top tips for designing email marketing campaigns." A summary of Internet retailing market trends for 2001 is also included. The report can be purchased by non-members through the eRetailNews website: http://www.eretailnews.com/secure/reports.asp#2000-12 About the International eRetail Association and eRetailNews The International eRetail Association, a leading global organization for Internet retailers and e-commerce professionals, provides members with industry research, networking opportunities, and discounts to top industry events around the world. Membership to the association is open to individuals and companies associated with the e-commerce industry. Existing members of recognized retail trade associations are eligible for savings of up to 50% on corporate membership to the eRetail Association. www.eretailassociation.org/join eRetailNews, Inc. publishes monthly reports on eRetailing strategy on behalf of the association. www.eretailnews.com eRetail Research, part of eRetailNews, provides research and consulting services for retailers and Internet retailers, including "eRetail Scorecard" retail website reports and "eRetail+" website design services. www.eretailresearch.com
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