In an online sales environment that is ever evolving and increasingly competitive, eTailers constantly are in search of ways to boost sales rates and acquire new customers. In order to stay afloat, merchants must learn how to drive engagement and catch the attention of qualified, paying customers. While many retailers rely on interactive strategies such as social networking and mobile marketing, email remains the linchpin of customer communication.

Misikko, an online retailer offering a variety of hair care products, such as flat irons and professional hair dryers, sought a solution to improve purchase rates. Initially the beauty tool eTailer relied on direct marketing and search engine optimization (SEO) to engage potential and loyal customers. In an effort to drive more profit and better grab prospects’ attention, Misikko partnered with Campaigner, an email marketing solution provider.

Digital marketing strategies such as email are vital to e-Tailers striving to increase traffic and overall purchase rates. With the obstacles of spam filters and low delivery rates, many online merchants are challenged to boost brand awareness. For example, eCampus.com, a retailer of new and used textbooks, struggled to promote its “Rent and Return” program in 2009. After teaming with Bronto Software and implementing the company’s Deliverability Monitoring solution, the e-Tailer increased email-driven revenue by 280% year over year.

Prior to deploying the Bronto solution, eCampus.com’s email campaigns were receiving low delivery rates on a consistent basis; approximately 5-8% of all email messages were not received. With low inbox delivery, high spam filtering and excessive bounce rates, the e-Tailer suffered from lost revenue and a siloed customer service strategy.

On Feb. 1, 2012, social networking web site Facebook, filed to raise $5 billion in an IPO. The company cited Morgan Stanley as a lead underwriter, and Goldman Sachs and J.P. Morgan in secondary positions.

Developed in 2004, Facebook is a recognized leader in the social media space. The company’s co-founder and CEO, Mark Zuckerberg, also has been cited as a constant advocate for social engagement and sharing. In 2010, he was named TIME Magazine’s Person of the Year with the title, “The Connector.”

The promise of instant communication and increased engagement is driving the continual growth of Facebook. In its filing, the social media giant revealed that it experienced a strong surge in year-over-year profit. During 2011, the company made a net profit of $1 billion off of $3.71 billion in revenue; a 65% boost in net income.