Using an e-mail marketing application that combines web site analytics and personalization techniques, Macys.com increased revenue from e-mail marketing during the 2004 holiday shopping season by 50% over 2003, president Kent Anderson says.

Macy’s implemented an e-mail management application from Yesmail last year that lets it build e-mail marketing campaigns with multiple versions of e-mail promotions targeting separate segments of customers based on records of shopping behavior, Anderson says. “It allows us to do targeting and segment of e-mails with the same staff at no incremental cost,” he tells InternetRetailer.com.

Macys.com increases e-mail holiday program revenue 50% Posted by: DTB at 10:43 PM  |  Permalink