Brooks Brothers

While marketers are in business to sell products, a continued hard sell in email after email doesn't do much to engage readers. Innovative marketers try to find ways to keep their email recipients opening and clicking. They attempt to delight and amaze their readers, and connect with them. Consider occasionally including value-added content that creates an experience. There are many ways to accomplish this; here are six ideas to spur your thinking:

After your from line, the most compelling thing motivating recipients to open your email is its subject line. You know the drill: To stand out in a cluttered inbox, you have to work hard to capture attention. Subject lines must be carefully crafted to develop innovative ways to present your latest promotions and products.

After learning how to market themselves through tweets and status updates, some small companies are taking the next step: selling directly to consumers via social-networking sites. Merchants on Facebook and MySpace are adding e-commerce stores to their fan pages, hoping users will scan lists of for-sale items and services — such as floral bouquets, hand-crafted jewelry and spa treatments — and click a button to add them to online shopping carts.

This month, I'll focus on one major trend and one major non-trend, both of which could impact significantly many multichannel merchants. One of these — the tumbling housing market — could enable catalogers to feed positively off its effects. The other one, however — the state of the corporate apparel market — needs a close look. Recent reports from the National Association of Realtors show sales of existing homes have plunged to their lowest level in nearly a decade. And Bloomberg News reported that new home sales fell to their lowest level in more than a decade. In such times, homeowners invest in their existing

By Carolyn Heinze How to maintain consistency in creative endeavors throughout your sales channels. As the number of channels through which catalogers promote their products increases, so, too, does the need for consistency among an organization's marketing materials. If you want both existing customers and prospects to recognize your brand, the elements that are used in your catalog must appear on your Web site, in your e-mail campaigns and, if applicable, at the retail level. It sounds like common sense, but if your creative processes aren't streamlined, consistency can be difficult to achieve. "Some companies, like Harry and David, are really good

By Carolyn Heinze How to maintain consistency in creative endeavors throughout your sales channels. As the number of channels through which catalogers promote their products increases, so, too, does the need for consistency among an organization's marketing materials. If you want both existing customers and prospects to recognize your brand, the elements that are used in your catalog must appear on your Web site, in your e-mail campaigns and, if applicable, at the retail level. It sounds like common sense, but if your creative processes aren't streamlined, consistency can be difficult to achieve. "Some companies, like Harry and David, are really good

It should have such incredible perceived value that your visitors want to bookmark it By Denny Hatch When I travel, I like to bring my laptop so I can check e-mail and read English-language newspapers online. To do that, of course, I need the right phone jack for the country I'm visiting. Recently I went to Spain. Before I left, I visited the Web site for the Magellan's catalog, clicked on "Info Center," scrolled down the country guides list to Spain and found that Spanish telephones are accessible with the RJ-11 adapter used in the United States. Terrific! No order needed from

By Gretchen Kirby Peck Advertising-insert programs: How to make them work for your catalog. Despite a rocky 2002 economy, catalogers are forging ahead, turning their attention to new manufacturing practices to support—and, in some cases, supplement—their sales efforts. Order forms aren't the only things you'll find nestled in your favorite catalog these days. Increasingly, catalogers are partnering with third-party mailers to insert advertising into catalog pages. And the ads are taking myriad forms, most commonly as blow-in and bind-in inserts. (Blow-ins are loose ad inserts, while bind-ins are inserts that are bound into the book.) For catalogers, these initiatives often

By Gretchen Kirby Peck Advertising-insert programs: How to make them work for your catalog. Despite a rocky 2002 economy, catalogers are forging ahead, turning their attention to new manufacturing practices to support—and, in some cases, supplement—their sales efforts. Order forms aren't the only things you'll find nestled in your favorite catalog these days. Increasingly, catalogers are partnering with third-party mailers to insert advertising into catalog pages. And the ads are taking myriad forms, most commonly as blow-in and bind-in inserts. (Blow-ins are loose ad inserts, while bind-ins are inserts that are bound into the book.) For catalogers, these initiatives often

Just before I sat down to write this, The New York Times reported the death of yet another beloved—albeit little known—boutique institution, Gorsart Clothes. The downtown Manhattan men’s clothier had served the Wall Street community since 1921. In the words of Times writer Sherri Day, The last straw may have been the advent of casual Fridays—and Thursdays and Wednesdays—which eliminated much of the need for the crisply tailored suit and the power tie. Where Gorsart was unable to change with the times, another great New York men’s clothier, Barney’s, changed too much—only to be taken over by its creditors in 1996. Founded in