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

By Reported Donna Loyle

Petco.com, a client of e-mail service provider (ESP) Responsys, instituted a series of segmented offers based on purchase history and buying patters. Termed “Fetch My Sales,” the campaign included: a series of triggered e-mails promoting accessories and replenishment products; viral marketing opportunities; and e-mail messages sent to remind customers of their pets’ birthdays and to promote special offers and products.