Beware, the 9 Deadly Mistakes of Database Marketing

A video retailer’s test group’s sales over six months were 28 percent greater when customers received e-mails.

In Miles Kimball’s case, the cataloger selected 40,000 customers who had bought online. Among them, 20,000 got e-mails saying, “watch your mailbox for our new catalog.” The other 20,000 only got the catalog. Sales to the test group that received e-mails were 18 percent greater than the control group.