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

By Reported Donna Loyle

“Say the merchant knows that I’m male, between the ages of 35 and 50 and that I’ve bought shirts from them before. Fifteen days after the 220 days have lapsed, the e-mail system would automatically send me an offer for 15 percent off men’s apparel. Meanwhile, my wife would get an offer for 15 percent off shoes from that same merchant.”