Retailers say e-mail is still sexy

12/19/2012 | Bloomberg Businessweek

E-mail campaigns might not be as "sexy" as social media outreach, but they're often more effective, marketers say. Big retailers, such as Williams-Sonoma and Home Depot, are learning to target e-mails to specific demographics, a strategy that's generating a major uptick in foot traffic and sales. "It depends on what's sexy to you. In my opinion, making a high profit rate and bringing in a lot of incremental dollars is very sexy," says digital marketer Ted Wham.

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