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

By Reported Donna Loyle

DoubleClick officials say the behavior of e-mail recipients appears to be changing, perhaps maturing along with the medium itself. “Recipients seem less likely to always click on a promotional e-mail, but when they do click, they’re demonstrating that they’re more likely to be ‘in market’ for products and services, and have a higher propensity to convert,” said DoubleClick officials in a Dec. 6, 2004, release.