Bet you didn’t realize how easy it can be to grow and penetrate your house e-list

By Reggie Brady

Flag names in your database that come from appending. This lets you monitor their productivity and measure e-mail appending’s effectiveness.

Support any catalog drops with e-mails to customers on your e-mail list. It’s good to feature the catalog cover and highlight that the catalog is in the mail.

An example from Orvis appears below as well. It’s been edited to show only the initial screen. The e-mail features two catalogs and the subject line: “See 150 brand-new gifts from our latest catalogs.” The first paragraph mentions the catalogs are in the mail. Another approach is to explain that e-mail recipients are getting a sneak peek at special merchandise.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

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