The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
Home Depot and Bombay Co. continue to rake in e-mail addresses from customers who want their newsletters.
In spite of the amount of e-mail spam that consumers are receiving, they are still eager to receive e-mail that provides information they are interested in or that meets their needs. Example: HomeDepot.com, No. 33 in Internet Retailer’s Top 300 Guide to online web sites, launched a Garden Club on a Friday and by Saturday morning had received 25,000 sign-ups for its e-mail newsletter. The response was beyond Home Depot’s expectation, Shelley Nandkeolyar, vice president of interactive marketing and e-business told the eTail 2004 East Conference this week. “It brought our system to a standstill,” he said.
Six weeks later, Home Depot’s Garden Club e-mail newsletter list had grown to 90,000. And they’re active, Nandkeolyar said. “The rate of questions they send in is more than we’ve ever seen,” he said.
Another example: Bombay Co.’s e-mail list has grown to 750,000 and continues to expand. “We haven’t run into the top of the usage curve yet,” Matt Corey, vice president of e-commerce, said. “Our database continues to grow.
E-retailers continue to refine their e-mail marketing campaigns. Mitesh Patel, director of software and technology at Art.com, for instance, told attendees that Art.com tests the impact on response rates of personalization, subject lines, sent-from lines, reminder e-mails and time of day/day of week mailings. One size does not fit all, he said. “It’s a pretty basic list, but it changes based on the customer segments,” he said.