The “Dark Art” of E-mails from Retailers

Retailers are working very diligently to get shoppers to react to their E-mail offers — in an environment where people often view such e-mail as spam or junk.
As Elizabeth Holmes reports for the Wall Street Journal: “The first one lands before the sun comes up: ‘Sale! Our buyers’ favorite picks up to 50% off.’ An hour later, there’s another: ‘Four deals inside and everything ships free!’ By the time you get to work, even more: ‘Exactly What She Wants: Chic Shoes and Handbags on Sale Now!’ In the avalanche of messages hitting in-boxes this time of year, retailers’ E-mails work extra hard to stand out, with painstakingly-crafted sales pitches that nudge you through a desired progression that starts with opening the E-mail, reading it, clicking through to the Webs ite and, finally, the holy grail, making the purchase.”
Click the image for a WSJ video on these tactics.

 

This entry was posted in Online Retailing, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing and tagged , , , , , , , , , , . Bookmark the permalink.

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