Increase Response to Your E-mail Campaigns

Last year, Zimet tested e-mails that delivered the same type of informational content featured on the Crutchfield Web site. And although the e-mails were longer and required the customer to spend more time reading, Crutchfield experienced an 18 percent lift in sales as a result.

"For Crutchfield, our brand has been about presenting the best products and the best information. When we aligned e-mail with that brand image … customers really responded to it," Zimet says. Since that test, all Crutchfield e-mails follow the same balanced format of information and promotion.