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Alerts that fit just right

Email marketing can too often be indiscriminate, but a new site shows the benefits of user-tailored alerts

First launched in the US in 2005, etailer Shop It To Me has now come to the UK. The process behind the site,, is a simple one but the personal approach is something that could quickly catch on in the world of online marketing.

When users sign up to the site they are asked a number of personal fitting questions including top, bottom, lingerie and shoe size. Users then select the type of product they are interested in and the brands or retailers they would like to hear from.

The brands and retailers currently signed up cross a wide range of sectors, from denim brand Diesel to designer label Marc Jacobs.

Once a user has completed the form they are then given the option to receive an email daily, weekly or twice weekly and can also choose which day they wish to receive it. Emails are then sent to alert members when Sales or promotions are launched by the brands and retailers they selected at registration. Because members have entered their own personal fitting information the email will only contain product that is available at that time, and in the right size.

This affiliate scheme works for both customers and retailers. Not only does Shop It To Me drive traffic, but the customers it directs have already shown an interest in that particular brand or retailer and therefore are much more likely to become active buyers.

This personal approach works for users as a great customer service tool and has a feeling of exclusivity. Each member only receives tailored emails, and without the worry of receiving unrelated messages users are more likely to sign up.

It also has the attraction of offering discounts that customers may otherwise miss, and with the site claiming average savings of 42%, this too has significant appeal.

This type of personalised marketing is surely something that etailers will increasingly embrace as it allows them to offer strong customer service and ensure customer satisfaction is at its highest, which can only help increase sales conversion online.

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