Why E-commerce can't help without E-mail marketing?
19 May 2010
Why E-commerce can’t help without e-mail marketing?
With this question MagNews opens the presentation at E-Commerce Forum in Milan, May 18th 2010.
The speech, given by the Senior Account Gianluca Cangini, postulates that work well with e-commerce cannot be done unless the channel email.
As argued in many occasions, in e-commerce activities should take into account some fundamental aspects: price, interactivity (chance of comparative and tagging), trust and efficiency. With regard to the price the strategy is a marketing privilege; with regard to interactivity is platform capability.
But how manage the relationship with the users? In a Virtual Portal there’s no human factor ensuring us efficiency, safety and relation. What is the communication channel that replace it, also called “virtual commit”? For MagNews the e-mail plays this role, because it’s an array of reinforcement, relevance and confidence.
The metaphor is obvious, but no less full of interesting applications: the e-mail is the communication that calms us immediately after the first purchase, which leads us to the next with the right advice and suggests also exclusive offers "outside the store" directly in our inbox.
Click here to view the presentation
With this question MagNews opens the presentation at E-Commerce Forum in Milan, May 18th 2010.
The speech, given by the Senior Account Gianluca Cangini, postulates that work well with e-commerce cannot be done unless the channel email.
As argued in many occasions, in e-commerce activities should take into account some fundamental aspects: price, interactivity (chance of comparative and tagging), trust and efficiency. With regard to the price the strategy is a marketing privilege; with regard to interactivity is platform capability.
But how manage the relationship with the users? In a Virtual Portal there’s no human factor ensuring us efficiency, safety and relation. What is the communication channel that replace it, also called “virtual commit”? For MagNews the e-mail plays this role, because it’s an array of reinforcement, relevance and confidence.
The metaphor is obvious, but no less full of interesting applications: the e-mail is the communication that calms us immediately after the first purchase, which leads us to the next with the right advice and suggests also exclusive offers "outside the store" directly in our inbox.
Click here to view the presentation
