E-mail Marketing: Communicating Effectively

We generally see sign-ups from this invitation process in the range of 10 percent to 20 percent.

Catalogers are also finding value in maintaining two or three levels of opt-in lists. The basic list comes from those who check a box for notices on future specials. This feeds into an opt-in list with preferences. The top-end lists are those with the opt-in on preferences plus individual buying or response traits.