Cover Story: Finding the Perfect Balance
Gaiam follows its mantra with a holistic approach to marketing and close attention to sustainability and profitability
Passive E-Mail Program
One means of tying it together is through e-mail marketing, although Marshall says the company is more passive than most, preferring to protect its customer file's privacy. "We're pretty conservative in that we don't blast people five days a week like other companies," he says, noting that the most Gaiam transmits is one to two e-mails a week; renting out its e-list is out of the question. As for the content of the e-mails, the company sticks to a mix of three methods:
- Companies:
- MarketLive
- Responsys
- Places:
- Louisville, Colo.
- Wild West
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