Marketing strategies using consumer lists should be carefully deployed, says an ecommerce specialist.

Simon Bird, technical director at dotCommerce, said businesses with strong websites that use search and marketing are bound to do well.

However, this success should not encourage firms to bombard their customers with emailed offers, he added.

Businesses should instead try and engage with clients to find out what they are interested in hearing more about and how often they would like to be contacted.

According to Mr Bird: “Email marketing is perceived to be very low cost compared to direct mail and it’s too tempting sometimes to email your whole user base and bombard them with offers but that is a really big mistake.”

Recent research revealed by dotCommerce found many online retailers have failed to put in place have not put in place simple features to boost data acquisition.

Less than a third of retail sites give customers the option to sign up to an email newsletter during the checkout process, said the study.

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Related Topics: General Marketing