Exact Target

E-mail’s potential and complexities are seemingly endless, according to Morgan Stewart, director of strategic services for the e-mail marketing firm ExactTarget. In a presentation he gave at last week’s eTail East 2008 conference in Washington, D.C., Stewart offered a number of pointers on how to make e-mail work in real time as a marketing tool. Here are the seven most noteworthy takeaway tips. 1. Use e-mail to turn a potentially negative out-of-stock experience into a positive. Include a callout when you’re out of stock for a particular product to have customers notified via e-mail when the item is back in stock. This helps accomplish

“Most [consumers] who are going to use e-mail have already started, the trick is to find them and keep them,” said Chris Baggott, co-founder and chief marketing officer of e-mail marketing firm ExactTarget at the session”How to Multiply Your E-mail Marketing Returns with Proven Practices and Methods” at the Annual Catalog Conference held last month in Orlando, Fla. Additionally, each person who uses e-mail opts-in to only about six e-mail newsletters, and within that, most don’t opt-in for more than one of the same type, noted Baggott. So how do you get customers to sign up for and respond to your message instead of your