Update, Upgrade, Convert

4. E-mails that tie into a company-wide merchandise or seasonal theme. Eighty-five percent of the catalogers we surveyed tie their e-mail, catalog, Web site and store themes together. This generally flows from a quarterly or annual plan in which marketing, creative and merchandising departments plan out events, themes and special offers. Catalogs such as Touch of Class plan to add themed e-mail to their contact strategies this year.