No other sector is engaged in online marketing as actively as the online mail order business. A huge potential for efficient communication by email exists, especially in the business-to-consumer transactions. It is because of the following reasons:
- Often considerable physical distance between the company and the guest (unlike the store business).
- Phases of the provision of services, which are irregular and interrupted for long periods of time
- Often difficult to foresee the buying behaviour
- Diverse typologies of guests require a differentiated approach
- Often too high inventories for a short-term
- No media discontinuity
Depending on the buying process and the typical life cycle of the offered service, a wide range of occasions arise for the email communication:
- Confirmation of order, delivery note, invoice
- Information on delay in delivery
- Regular newsletter
- Current offers
- Cross-selling offers matching with the order history
- An inquired product is available again
- Birthday
- Coupon for the first order; coupon upon achieving specific sales targets or for customer reactivation
- After-sales survey
