E-Mail Promotions Lured Holiday Shoppers

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E-mail promotions were the most successful marketing tools used by e-tailers at the end of the 1999 online holiday shopping season, according to a survey conducted by e-BuyersGuide.com, a multi-channel market research service based in Burlington, MA.

Sixty-three percent of respondents said they found their e-tailers by replying to e-mail promotions. Coupons lured 43 percent of consumers to sites and click-through banner advertising drew 38 percent of consumers. Only 29 percent said that traditional advertising brought them to a site.

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