David Workman, e-commerce operations manager for Delta Apparel Inc., the company that operates
SaltLife.com and Soffe.com, told Internet Retailer that it's time to start
planning for holiday emails. "You have to start planning right now, like, literally, this week," he said. Over the past couple of holiday seasons, Workman has learned that
personalized emails perform better than discounts. Workman said that "conversions went through the roof" in 2012 when they dropped their 2011 10% off offer and switched to sending more targeted
and relevant emails.
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