E-mail Marketing Ideas

2. Compel call center reps to gather more opt-in e-mail addresses. Cynthia Marshall, vice president of marketing at Ross-Simons, held a contest that rewarded the catalog's call center reps who captured the most amount of customer e-mail addresses during the ordering process.

3. Send solo product e-mail offers, similar to postcard direct mailers for individual products. But be sure to change the product often, advises Bill LaPierre, vice president of catalog list brokerage at Millard Group. "If you keep sending the same message and offer," he notes, "people will stop opening your e-mails."