Driving frequency online

The allure of free shipping is one way to persuade customers to purchase online this holiday season and Target continues to promote that message with e-mail blasts offering free shipping on more than 50,000 items. Those e-mails are also being used to drive traffic to Target.com with a prominently located message touting, “Deals of the Day,” and special prices for merchandise that is only available online. Recipients of the e-mail are encouraged to visit Target’s Web every morning for the latest special offers.