DM News: Smith & Wesson Fires Up Customer Loyalty Program

Pistol manufacturer Smith & Wesson, in business for more than a century, started its first customer loyalty program, including an upcoming email marketing campaign to existing gun owners. Called Smith & Wesson Club 1852, the effort gives items like key chains, patches, stickers and safety CDs to its 10,000 members. Sometime in November, email blasts will go out with email-only special offers and information on local dealer events.

Many search engines and other sites have banned gun-related advertising, narrowing internet marketing options for the industry.