When it comes to email, retailers should choose their words carefully

Women’s plus size apparel merchant Ashley Stewart, which ranks as No. 36 in Internet Retailer’s Best Email Marketers in E-Commerce has learned a thing or two about e-mail marketing over the years

Email cost per order runs about $1.38 on average for Ashley Stewart—not bad when the retailer’s average order value is around $78, according to Julie Daly, vice president of digital commerce for the retailer.

Ashley Stewart, No. 303 in the Internet Retailer Top 500, has limited inventory and typically a style is only available for about four weeks. It uses that sense of urgency in emails to drive sales. Messages with terms such as “get it before it’s gone,” “almost gone’…

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