Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, 4th Edition

6From Catalogs to Amazon

 

The Internet called itself a service, but its effect on our culture has been more like an invasion. We blinked, and suddenly there are these portals in our homes and offices that take us instantly to other people’s homes and offices, to stores and libraries, to communities of every kind.

—ORSON SCOTT CARD

 

Lands’ End used to send out simple, promotional e-mails, pitching various clothing items. Then someone there had an unusual idea. Now those e-mails start by telling a story. These are human interest stories, always well-written and always worth reading. In each e-mail, after the story, they feature the clothes they want to sell. The result of this change in approach? Their subscriber list grew from 20,000 to 500,000 ...