September 3, 2008, 12:00 AM

CSN Stores builds customer relationships with transactional e-mail

Building on its new tagline of “shop easy,” CSN Stores is getting the message out in transactional e-mails that it offers continuous service as it engages customers in long-term relationships.

Paul Demery

Managing Editor, B2B E-commerce

Building on its new tagline of “shop easy,” CSN Stores is getting the message out in transactional e-mails that it offers continuous service as it engages customers in long-term relationships.

The retailer, using an e-mail management program from StrongMail, will use transactional e-mails to personalize a customer’s ongoing shopping relationship. When a customer purchases a waterbed, for example, CSN may use StrongMail to automatically send a reminder every six months to purchase the required conditioner for the water.

”This is a simple example of the power of using e-mail to provide better service to our by delivering more relevant messages,” says Melissa Sherman, manager of customer retention. “We can also do far more to personalize our campaigns and increase the possibility that the customer who bought the waterbed will come back to another CSN site to purchase a leather sofa, backyard grill, or power generator.”

“At CSN, our customers really do ‘shop easy,’ as our new tagline suggests,” she adds. “Over the coming months and years, we want to use e-mail as a primary vehicle to communicate that message, create more personal relationships with customers, and continue to optimize their experience. StrongMail offers us the ability to leverage all of our customer data using a cost structure that lets us test new campaigns and support the rapid growth of our customer list. And with its on-premise solution, we maintain control over our data and can quickly segment it by an entirely new set of attributes.”

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