Retailers get to consumers by targeting their inboxes

NEW YORK -- This holiday, the war among retailers to win consumers' attention isn't just being played out on selling floors and Web sites. It's heating up in shoppers' e-mail inboxes. \nBuilding on e-mail campaign successes, merchants are determined to have even more impact by tailoring targeted messages to individual tastes and buying habits. They believe the e-mails' low cost and proven effectiveness will help spur sales. \n"This holiday season, consumers are going to get more messages, and they should appeal better to their interests," said Jared Blank, an analyst at Jupiter Research. Many merchants say they'll be sending one or two more e-mails this year compared to last. \n--Leather goods purveyor Coach Inc. will base its missives on taste, dividing customer recipients into traditional or fashion-forward. \n--A personalization quiz on Lands' End's Web site that lets shoppers define style, color and other preferences sets the tone for its customized e-mails. \n--Got irregular feet? Nine West's targeted e-mail will offer you discounts and information on only those shoes and sizes relevant to your tastes and needs. \nAlthough these are "opt-in" e-mails for which permission was sought, there are drawbacks: many consumers already feel overwhelmed by electronic offers. \nAn April survey by Forrester Research found nearly half of online consumers in North America saying they're now less likely to read e-mail promotions. \n"There's more pressure for merchants to deliver a meaningful piece of mail," said Kate Delhagen, a Forrester analyst. \nIn fact, though Maureen Robusto, a 25-year-old Bostonian and avid online shopper, has given her e-mail address to stores like J. Crew and Express, most of the messages end up in her virtual trash bin. \n"There's so much that I don't want, and if it doesn't exactly look like what I want, I delete it," said Robusto. She likes coupons from her favorite stores, and wishes merchants where she doesn't shop regularly wouldn't bombard her with so many messages. \nFacing a shorter holiday season than last year and tight budgets, merchants like the economy and speed of e-mail. \nSending an e-mail costs half a penny on average, down from a penny last year, according to Jupiter Research. That compares with anywhere from 75 cents to $2 per direct mail piece, according to the Direct Marketing Association. \nRetailers have seen sales as much as double after an e-mail campaign hits, according to Chris Merritt, principal at Kurt Salmon Associates, a retail consulting firm. \nLast year, retailers spent a billion dollars on e-mail marketing. This year, that figure is expected to reach $1.7 billion, according to Jupiter Research.