Three clicks and already bought
A new technology is designed to make it possible to advertise via email and process the transaction right there
A new technology should make it possible to advertise by e-mail and process the transaction at the same timeIn Switzerland, marketing by e-mail is still in its infancy. Meanwhile, in the U.S. and the U.K., the first companies are experimenting with systems that allow not only advertising by e-mail, but also the processing of transactions at the same time, without having to leave the mail programs. Cybuy (www.cy buy.com), based in New York and London, claims to be the first to offer technology that allows customers to securely order a product advertised by e-mail with just a few clicks, without having to leave the e-mail program or visit the supplier's website.
Wengier clicks,
higher transaction opportunities
The system also handles back-end services, such as electronically initiating the order with the supplier, recording the transaction route, or supply chain management.
"Most email marketing solutions force consumers to plow through multiple browser windows and click multiple times to buy something, with the chance of actually making a purchase decreasing further with each click" reasons Sandra Robinson, founder of Cybuy, of the benefits of her system.
The fact is that online store operators are also currently trying to reduce the number of clicks required to make a purchase on their website, so that customers do not give up before the purchase is completed. This speaks for Robinson's argumentation.
A technology for
expensive products
However, there are also reasons not to do so: After all, real supermarkets also lure their customers with certain special offers because they hope that these customers lured into the store will be tempted to make further purchases in front of the piles of goods once they have an overview of the entire range. In the same way, special offers advertised via email can serve the purpose of luring a user to the site and enticing them to make even more purchases.
Such subtle insights have not gone unnoticed by Cybuy. The company therefore recommends using the technology primarily for rather more expensive products about which the user already knows and does not first have to obtain information. Otherwise, the additional marketing expenses are hardly worth it.
A prerequisite for the use of Cybuy's system is, of course, the fact that there has already been contact with the customer beforehand and that he or she has read the
email is reminded.
As with e-mail marketing in general, the rule for this program innovation is that promotional e-mails should only be sent with the customers' consent.
In addition, the chance that a purchase will be made is much greater if a company knows the customer and his interests and can supply him with targeted advertising. Finally, it cannot be assumed that a reasonably cautious Internet user will immediately place an order by e-mail with a provider he or she does not yet know. Customer relation managers still have some work to do.
Clemens Hörler
Wengier clicks,
higher transaction opportunities
The system also handles back-end services, such as electronically initiating the order with the supplier, recording the transaction route, or supply chain management.
"Most email marketing solutions force consumers to plow through multiple browser windows and click multiple times to buy something, with the chance of actually making a purchase decreasing further with each click" reasons Sandra Robinson, founder of Cybuy, of the benefits of her system.
The fact is that online store operators are also currently trying to reduce the number of clicks required to make a purchase on their website, so that customers do not give up before the purchase is completed. This speaks for Robinson's argumentation.
A technology for
expensive products
However, there are also reasons not to do so: After all, real supermarkets also lure their customers with certain special offers because they hope that these customers lured into the store will be tempted to make further purchases in front of the piles of goods once they have an overview of the entire range. In the same way, special offers advertised via email can serve the purpose of luring a user to the site and enticing them to make even more purchases.
Such subtle insights have not gone unnoticed by Cybuy. The company therefore recommends using the technology primarily for rather more expensive products about which the user already knows and does not first have to obtain information. Otherwise, the additional marketing expenses are hardly worth it.
A prerequisite for the use of Cybuy's system is, of course, the fact that there has already been contact with the customer beforehand and that he or she has read the
email is reminded.
As with e-mail marketing in general, the rule for this program innovation is that promotional e-mails should only be sent with the customers' consent.
In addition, the chance that a purchase will be made is much greater if a company knows the customer and his interests and can supply him with targeted advertising. Finally, it cannot be assumed that a reasonably cautious Internet user will immediately place an order by e-mail with a provider he or she does not yet know. Customer relation managers still have some work to do.
Clemens Hörler
