‘Targeting’ Creative Fuels Chiasso’s Growth

In addition to creative changes, Chiasso’s placed a strong emphasis on carefully segmenting its audience, yielding improved results. One particular example involved a recent e-mail targeting potential customers of Chiasso’s sole retail store in the Lincoln Park section of Chicago. The message was sent to a smaller, segmented portion of the housefile (based on ZIP code and relevance to the store) with the subject line: “Save 20 percent at our Lincoln Park store.”