Cataloger Spotlight: Content Beats Promotion for Swiss Colony’s E-mail Campaigns

While it’s widely known that hard-sell e-mails with product offers can be effective, at least one cataloger successfully focuses 80 percent of its e-mails on providing benefit-driven content, such as style guides and recipes, which isn’t directly sales-related. The e-mail campaigns that Monroe, Wis.-based multititle cataloger The Swiss Colony develops for 10 of its catalogs take more of a soft-sell approach that works.