The Bombay Company’s Winning Formula

CS: How do you turn those metrics into elements you can use in your marketing initiatives?
Corey: We test designs, subject lines and offers all of the time. We continue to tweak the e-mail campaigns. Then we track open rates and sales. We’ve actually done a lot of testing these past two years.

CS: What lessons have you learned from all of that testing?
Corey: We once ran a four-day weekend sale, which we do from time to time. The offer was for $50 off a purchase of $200 or more. The subject line was: “Save $50 on a purchase of $200 at The Bombay Company.” But it needed a sense of urgency, for example: “This weekend only, save $50 ...”