In my time at LORAC Cosmetics I helped them to create a well rounded strategy for their digital marketing campaigns. Historically, most of LORAC's e-blasts were general announcements of new product and sale items. 

My strategy focused on 3 key elements: 1) Target Communication, 2) Educate the Consumer, 3) Call to Action.

Target Communication - gather qualitative information on specific consumers based off their purchasing habits.
Educate the Consumer - use qualitative information to cater specific promotions and cross sell items.
Call to Action - more distinct graphics to drive consumer to the store and to our social sites.