E-mail Marketing: What Works Now

Crossing The Channel

Where do online customers come from? The Sharper Image gathers e-mail addresses from customers in its stores and online, says Grant. Wardell says his clients get e-mails by driving traffic to the Web site from the print catalog. He also suggests instructing phone reps to ask for e-mail addresses after taking orders. Even if a customer has never visited the Web site, she might appreciate receiving shipping information via e-mail. If she opts in, you can follow up by e-mailing her new offers.