Back in the day at Nordstrom Mens Apparel was a "high crossover" micro-business (category).
What does that mean?
It means that a Mens Footwear customer was willing to buy Mens Apparel next.
It means that a Mens Tailored customer was willing to buy Mens Apparel next.
It means that a Womens Apparel customer was willing to buy Mens Apparel for her husband on a next purchase.
It means that a Cosmetics customer was willing to buy Mens Apparel on a next purchase.
High crossover categories are prime candidates for email marketing. You want customers early in the life cycle to crossover into as many micro-businesses (categories) as possible - the odds of future purchases increase meaning that lifetime value increases.
Email marketing isn't some mindless "set it and forget it" program. It requires thoughtful consideration. Do the small things that lead to customers who are likely to purchase more often.
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