3 Tactics for Email: Promote, Personalize and Be Relevant

Miles Kimball divided these customers into two equal groups. The first group received the company's spring catalog, along with an email timed to arrive in conjunction with the catalog. The email said, “Look in your mailbox for our new catalog,” along with some highlights of what the customer would find inside. The other 20,000 customers simply got the same catalog with no accompanying email. The result: Adding the email increased sales by 18 percent per household. Subsequent experience proved the value of this technique.