Sir, Personalisation, relevancy, timeliness and content have always been at the forefront of successful email campaigns. Seasonal campaigns are aimed at building loyalty and heightening average order values but in order to do so properly, a multichannel approach should be taken.

There is no doubt that email is an established channel for brands to communicate with their customers, both existing and prospect, but it should not be used in a silo. Online retailers must also look to utilise the mobile channel. By employing and executing a well thought out mobile strategy, organisations can fully take advantage of marketing and merchandising opportunities.

By integrating both the email and mobile approach with the commerce engine, management and marketing expenditure can be cut and cross-channel shopping opportunities increased. Additionally, brands can achieve consistent product and pricing information and multichannel inventory visibility.

Vaughan Watson, head of media strategy, 20:20 Technology