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

By Reported Donna Loyle

Behavior, such as open rates, clickthrough rates and past purchases. “For those segments that haven’t opened your e-mails in six months, is it the offers, the subject lines, what is the problem?” asks McDonald rhetorically. “Perhaps you need more promotional offers to those folks, or you need more aggressive offers in subject lines. You must figure all of that out.”