Nine West Guarantees Custom-fit E-mails

Imagine if your monthly e-mail newsletters were as individual as your customers’ buying habits.

Shoe retailer Nine West has enjoyed this impressive achievement since 2000. Through a partnership with online relationship marketing company Yesmail, Nine West sends myriad versions of its e-newsletter every month, each tailored around customers’ purchase history, ZIP code and/or buying channel. The efforts have increased both online and offline traffic, note company officials.