‘Targeting’ Creative Fuels Chiasso’s Growth

Sent last November, the Monday prior to Thanksgiving, the campaign was a hit. “About 20 people came in specifically with this e-mail in-hand ready to purchase,” Mehler says. “And on Black Friday it was about 40. That’s the conversion rate from that e-mail, but they [store employees] said for the next week-and-a-half people were still coming in saying, ‘I should have been here this weekend. I was out-of-town and I had this e-mail and it reminded me that I hadn’t been by in a little bit.’” — JK