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

By Reported Donna Loyle

“Merchants should no longer be sending out broadcast e-mails,” says Olrich. The technology now is available to help you develop the best message so you can achieve the impact you want from e-mail campaigns, he notes.

Tools that can help you segment and personalize your e-mails include some of the larger e-commerce solutions that are tied to Web analytics and integrated with an e-mail delivery system, McDonald says.