Supermarkets are gradually realizing the value of e-mail marketing as a promotional tool and as a way of communicating with customers. Many large supermarket chains are sending e-mail coupons to customers through third-party companies, while others are handling e-mail marketing in-house. Although supermarkets with on-line shopping services have a greater incentive to communicate with on-line users, experts say all retailers should be using e-mail to drive traffic to their Web sites and into ...

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