Case Study: E-commerce Blooms at Bloomingdale’s By Mail

Before Bloomingdale’s posted its catalogs online, its e-mail marketing efforts primarily consisted of monthly item promotions or catalog notifications sent to its housefile. Soon after it posted catalogs online, it increased e-mail marketing campaigns. They began with a bimonthly e-mail in the first quarter of the year, followed by a weekly or biweekly e-mail in the second and third quarters.