Commerce e-mails support impulse buys

Jewelry retailer Ice.com, experienced a fivefold increase in response rates using CyBuy’s commerce-enabled emails that allow consumers to make purchases directly from emails, the company tells Internet Retailer. Ice.com says the technology will help retailers who rely on impulse buys online. “We need to touch consumers with a quick response so they can make an impulse buy,” says Pinny Gniwisch, executive vice president of marketing. “If consumers have to come to the web site to find a special offer they sometimes get sidetracked and forget about the initial impulse to buy what we offered,” he says.

Gniwisch says that Ice.com also can use the commerce-enabled emails to create customized offers to consumers instead of having to make expensive changes to its web site. Ice.com receives nearly 25,000 consumer visits per day, according to Jupiter Media Metrix, and the company says it has an e-mail database of 1 million customers.