E-commerce Expansion to Drive E-mail Marketing

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Retailers are sensing optimism in the marketplace and plan to enhance their e-commerce efforts to grow sales. The findings of the Ninth Annual Merchant Survey by the E-tailing Group show that 59% of merchants will spend more on several aspects of their portals in 2010. This  marks a significant increase over the 36% of e-tailers who noted similar optimism in 2009.

The improved attitude of e-tailers comes on the heels of the 2009 e-commerce volume which actually experienced its first annual sales decline to $209.6 billion.  Look for e-tailers to spend in the following areas as they vie for more sales in 2010:

  • Targeted e-mail 79%
  • Refined on-site search 72%
  • Enhanced merchandising 70%
  • Improved usability 58%
  • Videos 48%
  • Social networking 58%

Lauren Freedman, president of The E-tailing Group, notes the “[r]esults of our Ninth Annual Merchant Survey find retailers taking a laser-like focus on performance where results dictate category-centric demands and solid execution sets the tone for incremental revenue.” As a result, the e-mail channel will be the beneficiary of higher spending by marketers.

[Source: Gordon, Rose. Six in 10 merchants to invest more in e-commerce this year: survey. 21 Apr. 2010. Web. 30 Apr. 2010]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.