All too often, brands think about their desire to send out an email before they consider the recipient’s desire to receive the message. Customer-centric emails often perform the best; for marketers to win, they must align their email organizations with that manner of thinking.

We targeted those individuals based on the brand they showed the most interest in and used email as the primary channel to get them back to another centralized landing page where we featured those evergreen offers. We had email engagement rates pushing north of 50% open rates, and we generated a little more than half a million dollars in direct sales revenues.