Oct 5, 2007

GourmetStation.com plans for hearty holiday push

Congrats to MailChimp customer GourmetStation, who was just featured in this great article over at DM News. You might compare your holiday email marketing plans to GourmetStation’s plans. Donna has been a pioneer in email marketing, and is very realistic about her company’s email spending and ROI. Things I found interesting:

  • When they plan to really make the holiday push
  • When to stop the push (when it’s too late for shipping gifts on time)
  • When to switch messaging to email gift certificates, which are instant

A quote from the article:

GourmetStation.com will be competing with the likes of 1800Flowers’s
gifts division, Omaha Steaks and Harry and David for their customers’
attention and still plan to use e-mail.

“It’s not about having a
clever subject line,” Miller says. “I think that to get consumers to
open e-mails during the busy holiday season you have to have a strong
offer and be clear about communicating this offer. The design should be
less busy and include bullet points instead of copy.”