Perhaps the difference between Stride Rite, which owns Keds and a number of other shoe brands and other companies' campaign strategies lies in how Stride Rite views e-mail marketing, says Gregg Poulin, Stride Rite's director of e-commerce. Unlike many firms that see it as a cheap way to broadcast a message designed for mass consumption, "We view it as a strategic pillar in our communication with customers and prospects." Three years ago, Stride Rite decided to communicate monthly with its customers and prospects, and e-mail marketing was the best route to take, Poulin says.
Source: CRM Buyer, http://crmbuyer.com