Consumers bail on transactions with too many clicks

Just like shoppers in the real world who won’t walk across a shopping center parking lot if they can’t park close to the front door of a store, e-mail shoppers won’t go through too many clicks to get what they want. Marketers know that consumers bail out of e-mail marketing messages if they have to click through too many times. To solve the problem, MindArrow, an e-mail marketing company, is integrating an e-mail e-commerce function that will allow consumers to make a purchase right from the e-mail.

“Our stats show that 15% of potential purchasers will bail out with each subsequent click they have to make to complete the transaction,” says Scott Altman, director of marketing. “We can minimize the number of clicks consumers need to make and retailers who use the system can retain a larger proportion of their e-mail audience.” MindArrow acquired a company called Control Commerce that developed the secure e-commerce transaction product.