Updated Dec. 26, 2012 at 6:09 a.m.

Premium Lock Email, not social media, remains killer app for retailers

Published: 2012-12-26 06:04:00
Updated: 2012-12-26 06:09:09

e-mail   e-mail

Retailers as disparate as Williams-Sonoma Inc. and Home Depot Inc. have become much better at tailoring emails to specific customers rather than the one-size-fits-all blasts that once dominated this type of marketing. Measured by sales per dollar spent, email outperforms social-media advertising three to one, according to the Direct Marketing Association, a trade group founded to provide accurate marketing data. That explains why retailers will send 19 percent more emails this year....

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This is a difficult balance to strike in terms of "invading" someone's email box and sending appropriate emails that add value to the recipient. I recently signed up for nomorerack to monitor its activity given our recent beta launch of Flash Purchase and I receive at least 3 emails a day from them which seems a bit over the top. We have erred on the side of minimal emails to our users and totally based on their activity since their deal feeds on the site are configured to their specifications.
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