October 31, 2006, 12:00 AM

Hitting the Inbox

(Page 2 of 2)

The third myth is that the cost of such an endeavor makes it feasible only for the Amazon.coms of the world. This misconception is closely tied to the second myth and the response is very similar. With the right solution and approach, the ongoing cost of embedding relevant offers into transactional e-mail can be minimal-especially when viewed in the light of JupiterResearch’s estimate for the revenue that can be generated by doing so.

No time to waste
Transactional e-mail is one of the most valuable communication tools, and retailers should be taking full advantage of it this holiday season to get marketing messages past all the filters and clutter-and actually read and acted on by customers.

A review of the requirements and best practices, along with other key information for getting started can be found in StrongMail’s latest whitepaper, “Put the Action in Transactional E-mail” (www.strongmail.com).

Getting started with the right technical solution is the critical first step in realizing this potential. After that, all it takes is following through with some straightforward best practices and imagination and skill as a good practitioner of direct marketing.

Dave Lewis is vice president of market development for StrongMail and co-chairs the E-mail Sender & Provider Coalition formed to fight spam and protect legitimate e-mail.

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