Migrating Merchandising from Catalog to Dot-com

LOYALTY: 88 percent of the sites surveyed used targeted e-mail. This tool has become a preferred marketing method for cost-effective customer retention. However, as e-mail users are being inundated with too much mail, it’s imperative that your messages be well-targeted and relevant to each recipient’s interests. REI is an example of a catalog e-tailer that’s doing a good job at branding its e-mail, “GearMail,” through incorporating contests and letting customers customize how they get their e-mails.