The Benefits of Segmenting Email Lists

[mandy]

Imagine an Internet retailer, Acmebikeshop.com, which sells bicycle wrenches, tires and other accessories, items that both men and women buy. But the retailer also sells bike jerseys for men and for women. For its next e-mail campaign, it can either send its entire list its usual e-mail with links to a dozen products. Or it can create two slightly different e-mails—one featuring top-selling jerseys for women, and the other best sellers for men.

With the right technology, it can easily create separate lists for men and women, and put a subject line highlighting men’s jerseys in the e-mails to men, while touting women’s jerseys in the messages women receive.

With just those few steps, the retailer might increase open rates, click-throughs and conversions by 10% to 20%...

full article: http://www.internetretailer.com/article.asp?id=28307