ADJUSTMENT THE EMAIL MARKETING FOR FOOTWEAR ONLINE STORE 

Surkov Il'ya Olegovich, Student, Penza State University (40 Krasnaya street, Penza, Russia),  E-mail: ilya.surkov11@mail.ru
Ryndina Svetlana Valentinovna, Candidate of physical and mathematical sciences, associate professor, sub-department of economic cybernetics, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: svetlanar2004@yandex.ru 

330.41 

10.21685/2309-2874-2018-1-2 

Background. The relevance of the topic is due to the digitalization of the economy - the widespread use of digital information and communication technologies in the field of entrepreneurship. For the Internet business, building up the client base and building long-term relationships with customers is the basis for scaling and development. A digital tool to support this component of the business are marketing mailings.
Materials and methods. The article considers and summarizes the most effective methods of building communications with customers on the basis of email-mailings.
Results. On the example of the online store of sports shoes "Fit4Sport", developed and configured marketing mailings.
Conclusions. The analysis of the best experience in the field of email marketing allowed us to identify the factors behind the creation of a successful email distribution for the online store "Fit4Sport": reliance on the description of the portrait of the target audience, use of the structure of letters with the inclusion of marketing elements, accounting for technical issues affecting the reputation of the sender. 

selling email newsletters, email marketing, a portrait of the target audience, the structure of selling letters, customer relations, repeat sales 

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