August 11, 2011, 11:35 AM

ReStockit.com is making its marketing e-mail list and checking it twice

Fourth quarter sales success starts with the right e-mails.

Kevin Woodward

Senior Editor

Lead Photo

Summer is not yet officially over, but many e-retailers, like online-only office and restaurant supplies retailer ReStockIt.com, are preparing for the busy fourth quarter holiday season.

A big part of preparing  for fourth quarter sales is knowing one’s customers, says David Redlich, co-CEO of ReStockit.com, No. 365 in the Internet Retailer Top 500 Guide.

ReStockIt.com knows that many of its customers will host holiday parties and some, like restaurateurs, will need additional glassware and serving trays among other supplies, he says. With that in mind, marketing e-mails to ReStockIt.com’s restaurant customers will tout a ready supply of glassware and other entertainment-related supplies. And for the retailer’s business customers those messages might feature chafing dishes, he says.

Those e-mails will take the place of promotions for everyday items, like toilet paper, that may be profitable at other times of the year but are not likely to boost sales much in the fourth quarter. “We’re not going to send out toilet paper e-mails that say we can gift wrap this for you,” Redlich says.

The ultimate goal of e-mail marketing, of course, is spurring potential customers to visit ReStockIt.com and buy something, Redlich says. “The holidays are a great acquisition model,” he says. “Everyone’s looking to buy.”

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement