Nine West Guarantees Custom-fit E-mails

Always on the lookout to cut postal costs, as well as provide a more interactive shopping experience, Nine West chose Yesmail to provide highly personalized content to its 300,000-member opt-in database.

According to Dianne Binford, Nine West’s director of consumer direct marketing, the retailer segments its database in-house and sends targeted files to Yesmail. From there, Yesmail customizes Nine West’s e-mails around several variables, including store name of most recent purchase, regional offers and events, shoe size and width, reactivation benefits, loyalty program memberships, and various offers and promotions.