Everything I learned about email offers, I learned from Chadwicks

Ken Hebenstreit, Bookseller sells collectible, first editions of mystery, suspense and contemporary fiction.  (Full disclosure:  He’s my husband).  We send a biweekly email offer to his customer list, varying the offer each time.  I’ve taken my cues from the playbook of clothing retailer Chadwick’s, which sends me a different email offer, with a different appeal, every day. We offer “Buy four, get one free”  for collectors who want to complete their collection of works by a given author. For those who’ve had their eye on an expensive gem, we’ll next offer “10% off anything.” For the PBS crowd, we offer “Free tote bag with any purchase.”

Of course we’re tracking the responses to each newsletter, to see which offers work best and when. 5/27/10

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