Multichannel retailers sent 14.6% more emails in the second quarter than they did a year earlier.
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Consumers who can order directly from e-mail do not have to click through and navigate through a retailer’s web site to find and buy what they were offered in the e-mail message. For a retailer that relies on impulse buys with its e-mail offers, this formula works. “We have two problems selling jewelry online: consumers are not sure they should trust us in our jewelry and they’re not sure they should trust the Internet,” says Pinny Gniwisch, executive vice president of marketing at Ice.com. “Therefore, we need to touch consumers with a quick response so they can make an impulse buy. 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.”
Gniwisch says ice.com can use the commerce-enabled e-mails 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.