In 2015, I sent around 90 emails which created 9.2 million points of contact with our customers. It's impossible to share the entire breadth of these emails in this format, but each one is a piece of our overall strategy. Each email fills one or more of 4 broad needs:
1. Drive overall visits to our stores.
2. Increase the individual average transaction (IAT) amounts.
3. Increase product knowledge and category affinity.
4. Keep our brand front of mind for all special occasions.
Each email is branded for our store and for the Hallmark Gold Crown look and feel, and each email takes into account any licencees that may be pictured. Email offers are tracked and response and open rates are calculated. I look at data that helps me zero in on the most successful subject lines, days of the week for open rates, and times of day for open rates. We also test email formatting to ensure display for mobile devices, which now account for the majority of views.