The Bombay Company’s Winning Formula

Catalog Success: What mechanisms did you use to go from 20,000 opt-in, or registered, e-mail names to 650,000 in only two years?
Matt Corey: We used our store personnel, online contests and promotions, and other methods. Early on we ran a registration drive. If customers signed up we’d give them 10 percent off their next order — for sales made within a certain time frame, of course. When customers realize they can get advance notice of sales and special offers, they usually say, “Sure, I’ll sign up for your e-mail list.”