TM: What lessons did you glean from working to boost last-minute holiday sales in 2006?
GL: Holiday e-mails need not only to be compelling, but also relevant. We’ve combined unique offers such as weekend-only deals and free shipping on thousands of items with list customer segmentation to communicate our unique offers to the most appropriate audience. [For example,] our video game buyers aren’t very interested in a sale on dolls, so we create offers that speak to that audience.
TM: How are you applying those lessons to your marketing campaign for the last quarter of 2007?
GL: We hope to do even more segmentation with customer lists and not only deliver a relevant message and offer, but also deliver it at the appropriate time. We are looking at database marketing efforts using RFM [recency, frequency and monetary value], as well as Web analytics.
TM: How do you integrate e-mail with online efforts?
GL: Our e-mail marketing is more integrated with our direct mail catalog marketing. We send e-mails to coincide with catalog drop dates, reminding customers to keep an eye out for the new catalog. We’ve seen this help with response rates.
TM: Are integrated marketing efforts pushing the needle in the last few weeks, or are your results largely driven by your e-mail campaigns?
GL: All marketing efforts help to drive revenue over the weeks leading up to holiday season. The cumulative effect of both customer acquisition and retention efforts, whether it be through online, direct mail or e-mail, all contribute to a successful Q4.