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

The Rationale

While the level of e-mail sales and promotions vary by title, Moon notes that Swiss Colony’s brands generally shy away from excessive free shipping and percentage off offers. Just 20 percent of the e-mails are promotional in nature and the bulk of those focus on clearance items. “We try to stay away from training our customers to wait for sales,” he says.