Inspire Customers to Think Multichannel

2. Promote Web site features in your e-mails. This starts with your e-mail design. A good template mirrors prominent product categories from your site, and includes a search capability and your toll-free number.

The first thing you see in a Lands’ End e-mail is a search box right next to its logo highlighting the ability to search by keyword or item number. Directly under that is a horizontal listing of its major departments. This makes it easy for the recipient to link to an area of interest, and extends the e-mail’s effectiveness, since it becomes a mini-portal to the Web site. In the footer, the retailer promotes its free catalogs and provides a sign-up link.