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TM: In what ways do you use e-mail?
LL: Our contact strategy for e-mail is really based on a weekly promotional objective, which includes support of the catalog drops. About one in six e-mails specifically supports the catalog in some way. Aside from that, our e-mails regularly feature new products, sales and promotions, as well as general childcare and safety information. We usually send one e-mail per week, sometimes two if that fits with our promotional objectives for the week.
TM: How do you use the Web site and catalog to gather e-mail addresses?
LL: We use any point of contact as an opportunity to gather e-mails. Every transactional e-mail, including order confirmations and shipping confirmations, gives customers the opportunity to sign up for our promotional e-mails. In the call center, we ask customers if they want to provide their e-mail addresses to get special offers and tips. Each catalog contains information on how to sign up for e-mail. E-mail sign-up is also prominently featured on the homepage.
TM: Which tactic is most successful?
LL: Online sign-ups via the homepage provide most of our opt-ins.
TM: You offer digital versions of the print catalog on the Web site. What role do these serve?
LL: We view them as a customer service function. It's to provide the experience to the customer who prefers to shop with a catalog format. It's not heavily used, but we feel it's necessary for that small number of customers who prefer to use it.
Matt Griffin is a freelancer writer based in the Philadelphia area and the former associate editor of Catalog Success.
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