Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs

By Alicia Orr , Editor In Chief and Catalog Success

As Vernon notes, “Our online customers have the option of receiving brief newsletters by e-mail that offer online specials, feature seasonal products and special promotions. We find this is the best way to communicate with our customers quickly and efficiently and to offer them the best services possible so they’ll return to our site. Our consumer Web site uses instantaneous e-mails to announce new products and special Internet offers. We have an opt-in e-mail marketing initiative that offers special promotions and new products to our online customers.”