Increase Response to Your E-mail Campaigns

This "Clean Sweep" promotion, which sold excess merchandise at reduced prices during the 2005 holiday season, went out to 700,000 customers on the company's e-mail list.

The result? "It caught on like wildfire to our internal database. … E-mail was incredibly effective at driving that promotion," Grafton-Stoner says. This is reflected by the Return Path survey, which showed half of consumers took advantage of e-mail offers during the holidays.