Marketers can use people’s seasonal Christmas shopping lists to expand their own emailing lists, an expert has suggested.

Simon Bird, technical director at e-commerce company dotCommerce, said noting a customer’s email address when they make a purchase is crucial because many people will be buying online for the first time this holiday season.

He stressed therefore, that it is important retailers build relationships with customers to get them purchasing the following year and during the sales period as well.

“To get customers to come back you need to ensure they have a great experience,” Mr Bird advised.

“As a retailer you must ensure that you capture their email address as part of an order, or at least get the opt-in rights to send them an email because there will be so much online activity this Christmas.”

Cynthia Edwards, senior copywriter at Razorfish, recently said that as well as adding customers to their emailing lists, businesses should send emails that contain warm and welcoming festive messages to attract customers.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases

Related Topics: Email Marketing