Road Runner Sports drills deep into its customer files to provide rewarding direct marketing

By Melissa Sepos

E-mail marketing has become a large chunk of RRS’s plan. It sent more than 22 million e-mail marketing messages in 2000 to online shoppers. The messages contain discount offers, free shipping or combine offers with running content. All are designed to drive traffic to the Web. RRS does more than 14 percent of its total sales online.