Email Applied: How to Use Segmentation to Increase Email Relevance

• Email behavior: Flower and bulb retailer American Meadows developed an ingenious contact strategy. The company used to email its subscribers once a week. Now its sends out a first email blast early in the week, analyzes the results and formulates a second email that's sent later in the week. If a recipient clicks on daffodils, for example, the second email to them will feature daffodils. Subscribers who don't open the first email receive a second email highlighting the best-selling products from the first blast.