Live from MeritDirect Co-op: E-mail prospecting paying off for Queensboro Shirt

Stamford, CT—Some marketers have had difficulty making e-mail prospecting work, but Queensboro Shirt Co. isn’t one of them. During the past year, the Wilmington, NC-based cataloger of business apparel has shifted much of its prospecting away from print mailings in favor of e-mail, founder Fred Meyers explained during a session at list firm MeritDirect’s Third Annual Business Mailers’ Co-op and E-mail Marketing Conference. The conference runs July 11 and 12 at the Stamford Marriott Hotel and Conference Center.

In 2001, Meyers said, e-mail promotions generated 5% of Queensboro’s revenue from prospects; last year, that jumped to 80%. At the same time, Meyers began reducing catalog circulation two years ago, partly in reaction to the sluggish economy. Traditionally, however, the cataloger used a two-page letter, rather than a catalog, to prospect.

As for the creative of the prospecting e-mails, Meyers said that in tests so far, an e-mail version of the two-page letter has performed better than an HTML version of a space ad that Queensboro has run in magazines.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.