Store Distance and Email Marketing

You probably already know this, but give it a try anyway.

1. Take 80,000 email addresses, and split them into two groups.
2. The first 40,000 receive a month of typical email marketing messages.
3. The second 40,000 customers do not receive an email marketing message, for a full month.

After a month, segment your test results by store distance.

1. 0 to 5 miles from a store.
2. 6 to 10 miles from a store.
3. 11 to 25 miles from a store.
4. 26+ miles from a store.

You'll find that you miss half of the sales that email causes, because customers who live within five miles of a store don't visit your website, instead opting to read your email marketing messages and then visit your nearby store.

Give it a try, folks.