Use email to connect with customers in more meaningful ways, driving in-store trac and cross-selling non-denim product categories without creating email fatigue and lower revenue. While denim continues to serve as Jean Machine’s central inspiration, the company also wanted to let customers know that they oer much more and escape the reputation of being “just a jean shop.” It was crucial to expose customers to other product categories in a systematic manner, cross-selling in ways that would drive click-throughs and reliable in-store revenue in new categories. Additionally, like many retailers, Jean Machine has worked hard to collect emails at points of sale, and wanted to use those emails to nurture strong customer relationships and build loyalty over time. EMAIL CAMPAIGN

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