Retailers Talk Social Media, Marketing ROI

"People who know Loehmann's love Loehmann's," said Kelly. "The challenge is making more people aware of our brand."

How Email Fits Into the Mix
Direct mail and email are the two biggest and most profitable marketing channels for Loehmann's. Direct mail is able to reach all of the customers and prospects on the company's list, while email reaches those that the company has an email address for, which is about half its database, Kelly said. Loehmann's relies on constant testing — mail/holdout, offers, markets — to find the optimum return on investment for its marketing spend. Direct mail consistently outperforms email in terms of response, said Kelly.