October 13, 2008

Free Shipping: Today Only

Speaking of selling money, valuing it over merchandise, can you find any place in this e-mail where Lands' End is promoting merchandise?

This isn't a criticism of Lands' End. Instead, this is an illustration of our addiction to money & gimmicks. It's obvious there is an inventory problem that requires an e-mail message like this, and to cure the inventory problem, we, without hesitation, elect to poison the e-mail customer file. And then next spring, we'll wonder why we generate $0.04 per e-mail marketing message when promoting full-price outerwear, forcing us to promote free shipping again.

The Math Behind Best Customers

Those of you involved in Catalog Marketing run optimization tables, right? Right?? Here's an optimization table for really go...