May 31, 2007, 12:00 AM

Personalized e-mail messages can boost web site visits, new study says

Segmented and tailored e-mail messages can drive sales while personalized follow-up can turn a one-time customer into a loyal repeat customer, according to a new survey.

Paul Demery

Managing Editor, B2B E-commerce

Segmented and tailored e-mail messages can be a key driver for sales while personalized follow-up can turn a one-time customer into a loyal repeat customer, according to a new survey from RightNow Technologies and Harris Interactive.

68% of consumers surveyed said they were prompted to browse a web site after receiving an e-mail from a retailer, according to the study. 73% said they would appreciate any post-purchase follow-up.

“Providing shoppers with easy access to relevant information is critical to the success of any online retailer,” says Greg Gianforte, CEO of RightNow.

The survey also found that 50% of consumers have increased shopping online “a great deal” or “somewhat” in the past five years. 42% said they would prefer to be able to find the answers they need online by themselves if they had a question or needed help during an online shopping experience.

The study was conducted online from March 26-28 among 2,873 adults ages 18 and over.

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