Computer cataloger Multiple Zones International’s transition from mail order to multi-channel is a glimpse of how cataloging will look in years to come

By Melissa Sepos

Its Mac and PC customer segments had been segmented from the beginning, making personalized e-mail campaigns easy. MZI customers were very open to being marketed to via e-mail, and the double opt-in e-mail marketing allows customers control over frequency and content.

E-mail marketing is used for retention and to drive sales. The e-mails vary in content from informative with no sales pitch to offers for best-of-breed equipment to sale items and incentives.