Email Marketing: Relevancy and Customized Email Lists

[mandy]

Direct marketers tend to think in terms of tonnage. How big is the list? How large is the universe of names? Increasingly, though, many are realizing the tonnage DM philosophy is antithetical to what is required for a successful e-mail program.

According to a recent study by trade group Shop.org, 42% of online retailers said they send customized e-mails based on customer behavior or purchase data, and 73% of those rated the tactic as “very effective.”

A somewhat higher 58% said they segment e-mail files based on stated preferences and purchase data. Of those, 67% rated the tactic as very effective...

full article: http://multichannelmerchant.com/webchann...relevancy/