Customer segmentation and personalization, along with better vendor selection, can help boost your e-mail marketing results.

By Reported Donna Loyle

According to Responsys, “Fetch My Sales” recorded a more than 300 percent increase in clickthroughs and a 335 percent boost in incremental revenue. And the pet birthday component of the campaign generated 159 percent higher clickthroughs and 123 percent higher conversions. Responsys also reported that 17 percent of Petco.com’s new purchasers continued to shop online, and about half of the converters had not previously purchased online.