Inspire Customers to Think Multichannel

5. Periodically reward e-mail customers. Provide occasional offers to your e-mail list that are not available in your catalog or on your Web site.

The Wine Enthusiast does this well. For example, here’s a subject line from one of its e-mails: “Private Sale … exclusively for our e-mail Enthusiasts.” The e-mail went on to explain that readers could get between 10 percent to 15 percent off their orders. They’re treating their e-mail customers “special.”