Segment your e-mail housefile

Or, says Reggie Brady, try following the 80/20 dictum of purchasing: Segment the most profitable 20 percent of your e-mail customers and craft offers only for them.

When narrowing it further, you may find the following e-mail segments among your largest and most common:

- Product-related. This covers categories such as frequency of purchase, date of last purchase and type of product bought.