4 Steps to Increase Online Conversion Rates — Catalog Success Webinar Recap, Part 2

2. Recognize that mass e-mails enhance your overall contact strategy. O’Connor cited the following techniques Creative Irish Gifts implemented to improve its interactions with customers and prospects:

* it sent one e-mail per week, and more preholidays;

* conducted A/B split testing to refine promotions (e.g., minimum order for a discount vs. no minimum);