E-mail Marketing: What Works Now

It even has a follow-up message for online orders. Using automated Web technology, Improvements is now able to send “bounce back” catalogs full of products relevant to a customer’s purchase within 48 hours of making that purchase.

Most catalogers are sending the identical messages to all customers, but Brady says segmenting is crucial to improving response. “Since both J. Crew and Omaha [Steaks] have been at this a while, they don’t send the same message out to everyone,” Brady says. “They segment their customers.”