During the holiday season, the average consumer receives about 38 promotional emails from retailers each week, according to Chad White, Research Director at Responsys. That’s an average of 5.4 emails a day, all typically arriving between the hours of 7–11am. Now that the holidays are over, it feels like this number has held steady, if not increased. I, for one, wake up each morning and check my smartphone, typically having received a minimum of five new emails from my favorite retailers. Each subject line attempts to outshine the other to get my attention. The onslaught continues when I open my inbox when I get to work. This isn’t surprising because, for retailers, email remains the best marketing channel to get more revenue from their customers: it’s inexpensive, easy to personalize, highly trackable and offers the broadest reach to store, Web and mobile customers. So how can retailers trying to take advantage of this medium stand out in what has become an increasingly crowded inbox?