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

While he won’t reveal the cost to send e-mails through Vertical Response, Moon says that Swiss Colony works off a cost-per-message structure. There were no startup costs, so as Swiss Colony has added more catalog titles, the only increase in cost has been commensurate with the increase in volume.

Moon points out that Swiss Colony’s tracking methods are somewhat unorthodox. To see whether the e-mails are profitable, he establishes a control group of customers from whom he withholds a particular e-mail campaign. As long as customers who receive e-mail are more profitable than customers who don’t, Swiss Colony continues to e-mail them.