| EMAIL CAMPAIGNS ARE MOST SUCCESSFUL PROMOTIONS AS HOLIDAYS WRAP UP |  |
In a survey of 657 online consumers conducted between Dec.10 and Dec. 22, sixty-three percent said they found their e-commerce sites by replying to email promotions, while coupons were cited by 43% and click-through banner ads were cited by 38%.
Only 29% of respondents said traditional advertising had been a factor leading them to e-commerce sites. "E-retailers that relied too heavily on expensive traditional advertising may have a lot of explaining to do in January when investors want to know where their money went," says Irwin Barkan, chairman of e-BuyersGuide.com. "This survey legitimizes the value of opt-in email promotions."
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The survey also reported that the most frequently used purchase incentives were special discounts, (72%), free shipping (63%), coupons (58%), and reward or points programs(49%).
"This data also suggests that e-retailers were correct in spending heavily on targeted promotional discounting and personalization this holiday season," says Barkan. "We will see in the first half of 2000 how this translates to repeat business.
The jury is out on the financial impact to the e-retailers of 'buying' sales with heavy discounting. Traditional retailers know that periods of discount must be followed by profitability"
Two other Christmas online shopping surveys, one by Ernst & Young and one by Media Metrix, named Amazon.com as the most-visited site for the holiday season, according to a report by Reuters.
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