E-mail Marketing: Exposures Tests Bear Sales Flashes

* e-mails increased Exposures’ promotional costs by just 6 percent.

“You have to look at e-mail as part of a series of events to get customers to purchase,” she said.

Exposures took three e-mail strategies:

1. a total contact strategy

2. reminders

3. content-specific purposes

Exposures conducted e-mail marketing tests to understand incremental sales from catalog and e-mails. So, it mailed three different print catalogs to test with a control group, both with and without e-mails. From this, the cataloger measured increased sales and reduced costs from the use of e-mails.