Billy Reid's Email-Based Sales and Stores

  • directed by Josh Rosenbaum

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For luxury retailer, Billy Reid, MailChimp is more than just a way to let customers know about new products. They offer first dibs on sales to their most engaged readers, have unique ways of deciding the time of day to send their emails, and even base new brick-and-mortar store locations on their email zip code data. We visited Florence, Ala. and spoke with Billy Reid’s director of e-commerce, Graham Heard, about how his company gets specific with email.