Email Applied: Email’s Mounting Role in Customer Service
There are myriad ways to please customers with email, but only so many do it properly
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Reggie Brady
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Any merchant should have these messaging programs in place. They create richer and more relevant user experiences that recipients like, and typically have much higher open rates compared to other emails.
A recent study by the e-tailing group found that 16 percent of sites fail to send shipping confirmations. It also found that only 11 percent send back-in-stock notices. So the majority of merchants are missing the opportunity to recapture sales.
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Reggie Brady
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Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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