In today's crowded, ultra-competitive marketplace, savvy retailers are looking for new opportunities to build loyalty and drive dramatic increases in revenue. While perpetual optimization is a habit all marketers should adopt, the real breakthroughs are most likely to come from a few key areas that can yield incremental revenue opportunities, which many retailers may overlook. This paper outlines ten ways a retailer can stand out from the plethora of unwanted promotional messages piling up in inboxes and instead communicate with customers through highly relevant messaging that will help increase revenue.