Many sites rely heavily on cookies to present pages that accommodate visitors expressed and implied preferences. Web users are increasingly aware of what cookies are and what they are used for, but they must accept them if they desire personalization services or if they want to engage in ecommerce transactions. The rise of Web-based email services, discussion groups, and other online communities presents significant opportunities for associating personal information with cookie data. The cost savings, customization, and interactivity benefits of email over regular direct marketing make email marketing a way of communicating with customers and prospects that online businesses cannot ignore. As ecommerce expands, so does the direct electronic marketing industry.
Email marketing is seen as a key ingredient in efforts aimed at getting customers to stick to sites.
When Web site visitors are asked for personal data or preferences to help fulfill their needs, they may willingly furnish email addresses knowing they may receive commercial messages later on. Regardless of how email addresses are obtained, any solicitations from a responsible electronic direct marketing organization will include a simple way for recipients to opt out. Unfortunately, ethical email marketing practices are not yet universal. Figure 3 summarizes these findings. Users have learned that responding often fails to prevent follow-up solicitations.