Email Marketing - "Look Smart"

Like direct mail, email can retain customers and shorten purchase cycles. The key is to know when to talk to customers and what to talk about.

Routine mail campaigns included not only routine eye exams reminders, but also prompts to use insurance benefits, and enticements for promotions and new products.

Most of these campaigns featured America's Best owl, with a witty call-to-action. These very successful campaigns kept optimizing month-over-month.