August 21, 2003, 12:00 AM

Catching customers in a buying mood with e-mail messages

One way to get effective use of e-mail marketing messages is to entice customers with attractive offers when they’re in a strong buying mood – such as right after they made a purchase, an expert says.

Kurt Peters

Executive Editor

 

One way to get effective use of e-mail marketing messages is to entice customers with attractive offers when they’re in a strong buying mood-–such as in an order confirmation notice right after they’ve made a purchase, says Irene Pedrazza, CEO of CheetahMail Inc., an e-mail services firm.

Other e-mail marketing techniques retailers are using include attaching special offers, such as free shipping, onto e-mailed order confirmations.

“That’s one of the hottest trends we’re seeing,” Pedrazza says. “You’re catching customers when they’re still in the buying mood, with the chance to convert them quickly into repeat buyers.”

She adds that free-shipping offers, whether e-mailed separately or as part of an order confirmation, usually work as a strong incentive to get customers to opt-in to receive regular e-mail promotions or newsletters.

 

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