Increase Response to Your E-mail Campaigns

While testing more informational content worked well for Crutchfield, there are other content tests to try. Barb Grafton-Stoner, vice president of catalog/Internet operations at housewares merchant Pfaltzgraff, found an increased level of promotion was effective.

Following Pfaltzgraff's acquisition by Lifetime Brands last year, Pfaltzgraff found it had more than 1,000 SKUs that needed to be cleared out of inventory. Previous clearance sales conducted via e-mail with 20 or fewer SKUs had been successful, so Grafton-Stoner and her team rolled out a massive promotional e-mail push to drive customers to the company's Web site.