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Many online merchants view email as their most tried-and-true marketing channel, with some drawing more than half of their online sales from consumers buying products after clicking on an email.
Apparel flash-sale e-retailers, in particular, rely on email to drive repeat purchases from members, and many generate large amounts of website traffic this way, according to Internet Retailer’s just-released Best Email Marketers in E-Commerce report.
For example, 28 of the 50 merchants ranked in the report as having the most effective email marketing strategies sell apparel and eight of the 50 merchants operate flash sales sites.
Take Beyond the Rack, a flash-sale apparel merchant that gets more than 16% of its website traffic from email, according to data provided by website traffic measurement firm #SimilarWeb. Those visitors are the most valuable ones that come to the site, as they drive a large portion of Beyond the Rack’s overall sales.
Apparel merchants—especially those that run flash sale sites—do a great job of driving traffic to their sites from email, according to findings in Internet Retailer’s just-released Best Email Marketers in E-Commerce report.