Quill Corp. plans to rake in 35% of its sales online by the end of the year. That’s quite an impressive figure considering the Web site accounted for only 9% two years ago.
The reason is simple. The company’s strategy is unflagging pursuit of the customer. If she buys through the catalog, Quill is trying to woo her online. If she’s already spending online, Quill gives her incentives to spend more. And the most effective arrows in Quill’s quiver are twice-weekly e-mails that target customers based on buying habits, history and business sector, segmenting ever more carefully as time goes on.
Between 25 and 40 different versions go out each week.
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