April 28, 2011, 10:04 AM

The rise of flash-sale sites begets consumer expectations of e-mail offers

Consumers now expect e-mails to contain a bargain, says a Strongmail executive.

Lead Photo

Flash-sale sites may be relatively new to e-commerce, but they already have an influence far beyond their own scope—they’ve led consumers to expect a deal when they receive a retailer’s e-mail, says Ryan Deutsch, vice president of strategic services at e-mail vendor StrongMail Systems Inc.

That may have implications for other manufacturers and other online retailers that have relied on e-mail marketing to draw in customers, he says. That’s because consumers can rely on a single e-mail from a flash-sale site rather than signing up for separate e-mails from each manufacturer and online retailer, he says.

“They might subscribe to a deal-a-day site and get one e-mail instead of six,” Deutsch says. “Consumers want less clutter.”

That may prompt more retailers to consider launching their own online daily-deal programs, he says.

But they must move quickly, he says, or they may lose e-mail subscribers. That’s because, even though the assumption behind flash-sale sites is that consumers want the best price regardless of who they buy the product, consumers are now building an affinity for particular deal sites, he says.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Anna Buchalova / E-Commerce

Four e-commerce metrics that can help increase ROI

Many e-retailers focus on conversion rate, but here are four less-obvious ways to analyze your ...

FPO

Ori Marom / E-Commerce

Can stores survive by becoming digital marketplaces?

Kiosks in stores could offer access to competitors’ online inventory, with the store getting a ...

Advertisement