• by Wayne Friedman , Staff Writer, May 3, 2013

Not everyone goes for Zombies in your email box.

At the MediaPost Email Insider Summit, Craig Schinn, senior director of e-commerce and online marketing for The Clymb, wanted to try something different.

So the outdoor company came up with the "Zombies Survival Gear", a promotion containing outdoor products for people "if the country were taken over by Zombies."

Good news: Open rates were higher. But, as the downside, so were email deletes.

"There is a consequence of stepping outside," says Schinn. A bunch of social media activity "flamed" the brand a bit, he said.