A lot of e-mail marketers track the effectiveness of their campaigns using analytics and e-mail tracking software.  How else do you decide whether or not to continue using a medium or a message?  Most companies send an e-mail, track the results, and call it a day.  But one New England chocolatier is using the same message more than once… and boosting their e-mail sales by 50%, says Internet Retailer.

Lake Champlain Chocolate has been using e-mail marketing software to identify customers who didn't open an initial e-mail so that it can send the same message again at a later date.  The company uses the software to change the subject of the e-mail and resend it to the identified customers.  And it's been a win-win situation for Lake Champlain Chocolate:  sales are going up, but the cost of producing creative for the campaigns hasn't changed.

E-mail marketing can be an effective tool to drive traffic, conversion, and sales.  I've written several things on e-mail marketing in the past, including a report from MarketingSherpa on e-mail effectiveness and a report on another company's success with e-mail retailing.  Combine the potential benefit of e-mail marketing with analytics and tracking software and you find yourself with a very customizable, scalable, and potentially profitable marketing option.