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

By Reported Donna Loyle

Scott Olrich, chief marketing officer at Palo Alto, Calif.-based Responsys, offers another example, this one based on demographics, recency and purchase history. “If Customer Group A generally buys again in 180 to 220 days, anyone in that group not buying within that time frame would be sent an automatic e-mail with personalized content and offers tailored to their past purchase history.