April 11, 2003, 12:00 AM

Reminding customers about key dates boosts e-mail conversion rates

E-mail reminders to customers about special dates for which they’ve signed up boosted e-mail conversion rates at a site operated by Novator Systems tenfold.

To send more effective e-mail marketing messages, there`s nothing like a customized reminder service, says Mark Fox, CEO of Novator Systems Ltd., which manages FTD.com and other retail web sites.

Fox says the sites managed by Novator use several means of communicating with customers through e-mail, but that the custom reminder service is the most effective. "In one day, e-mail conversion rate one of our sites went from an average 3-5% to 28% as the result of a reminder service," he says.

Novator, which also manages Warner Bros.` WBShop.com, lets customers sign up for the reminder service on its web sites. Customers choose dates for which they`d like to receive a reminder about the need to buy a gift, such as for an anniversary or holiday. The service helps Novator maintain good relationships with customers, Fox adds.

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