Christian Retail Site Initiates E-Mail Ad Program to Improve Bottom Line

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Crosswalk.com yesterday announced an e-mail program the e-tail site for Christian parents hopes will allow it to improve on the substantial losses it has taken so far this year.


The Chantilly, VA-based firm generated first quarter revenue of more than $1.6 million but also showed losses of more than $4 million.


Crosswalk.com president Bill Parker said the majority of the losses stemmed from investments, which, ironically, helped make the e-mail campaign possible.


Parker said his Web site was now sending over 5 million e-mails a month through a system recently purchased and implemented by his company. He said that www.crosswalk.com targets customers with e-mail offers consisting of products that they have indicated interest in.


"These messages carry advertising and have become another revenue stream for us," Parker said. "Together with continued membership and visitor growth, this program will enable us to grow our top line cash revenues with minimal incremental increases in expenditures."

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