Retailers are making e-mail lists and checking 'em twice

07/28/2010 | MediaPost Communications

In the few seconds retailers have to breathe between back-to-school and the holidays, they would do well to take a look at their holiday e-mail marketing plans, writes OgilvyOne's Gretchen Scheiman. Tailoring your e-mail campaigns with holiday messaging, freshening up the content and segmenting your lists based on holiday buying histories are all seasonal spruce-ups that could mean higher sales.

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