E-mail Marketing: What Works Now

Why are online customers so special? For one thing (and this one is close to a cataloger’s heart), fulfillment costs from Web purchases are much lower, says Grant.

It’s also much cheaper to send small-run messages to online customers. Wardell says e-mail customers are very responsive to messages flagging them that a consumable they purchased in the past is about to run out (say, a gas grill propane tank).