Retail Emails Take a Holiday from Conventional Wisdom

Al Urbanski

It's a basic email marketing rule of thumb: Don't overload customers' inboxes. Oh, and personalize messages to ensure high open rates, experts counsel. This holiday season, some leading retailers told those experts to go take a sleigh ride. They boldly pumped up their email volumes over 2011 without expanding their lists, and experienced some of their highest inbox placements and open rates in years.

“This year we saw less targeting and segmentation and more widespread broadcasting of emails...

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