E-mail Marketing: What Works Now

Keith Wardell, CEO of Shop2U, stresses that you don’t have to abandon the traditional selling techniques you’ve spent years perfecting. Segmentation should not be an afterthought; it’s an integral part of effective direct marketing of any kind.

Improvements knows this well. Shop2U literally puts a piece of the Improvements catalog into individual e-mails in ways that are meaningful to each customer segment. It lays out and measures response to its e-mails using the same kind of product analysis as for the catalog.