Here's an idea whose time has come. Combine:

1. Database-generated e-mail with
2. A one-click order system for existing customers

What do you have? One click sales transactions via direct e-mail.

I don't know of any store that's currently doing this, but it can't be far away. Using e-mail merge programs such as Revnet's UnityMail and MailKing, or Arial Software's Campaign, you can send out e-mails to thousands of existing customers offering specials on hot products. Since these e-mails are personalized using an e-mail merge system, the URLs for the products can be customized for each customer. The customer clicks on a "click here to order" link in the e-mail message, and he is automatically taken to a screen which says:

Thank you, John Smith, for your order of

3Com Palm Pilot Pro	$249.00
Shipping and handling	$4.95
TOTAL	$253.95

It will be on its way within 24 hours to:

John Smith
1234 Main Street
Townville, NE 12345.

It will be charged to your

VISA card
# xxxx xxxx xxxx 0741
Expires 0999

If for any reason you wish to change, cancel, or add to your order, click here.

The ordering link, of course, encodes both John Smith's customer ID as well as the SKU number of the product you've described, such as:

Since John is already a customer, you have his address and credit card number on file. All you need is his authorization to place an order. I wouldn't show his actual credit card number on the screen, only the card type and last four digits so he knows you have the right number.

Of course, this system would require some special CGI programming to trigger an order in this manner. And you might want to ask your customer's permission ahead of time to allow you to send him e-mails that allow direct ordering of e-mail specials. If you prefer, you could modify the method slightly so that the URL would take your customer all the way to check out, but not actually place the order until he clicks "OK." Though this will decrease orders slightly, it may be prudent. But the method is essentially sound, and either way will result in substantial increase in orders for your e-mail featured products.

Please let us know the results when you try it. Remember: you saw it first in Web Commerce Today.

Resources:

• Revnet UnityMail (http://www.unitymail.com/)
• Revnet MailKing (http://www.mailking.com/)
• Arial Software Campaign (http://www.arialsoftware.com/)
• An actual great price on Palm Pilot Pro in case you can't resist (http://www.spree.com/gifts/ppilot.asp?x=wis308)