Strategy: Catalog Circ Planning Will Never Be the Same Again

In terms of e-mail campaigns, use your marketing database to target products to customers. Personalized e-mails are ideal in most instances. Coordinate your e-mail promotions with your print catalog mailings. If you can, write to the individual customer. In the subject line, include your name or something you know is of interest to the customer. Target your message and test your subject lines for effectiveness. The importance of segmented e-mail testing cannot be overemphasized.