E‑commerce Expansion to Drive E‑mail Marketing

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. DMNews​.com. 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.