Segmentation is key to effective e-mail marketing

[mandy]

“Executives get caught up in the ease of use of e-mail—just write something up and send it out to everybody. They need to roll up their sleeves and figure out what consumers in particular segments really want.”

Segmentation, creating e-mail messages for specific consumer sub-groups within an overall target group such as repeat customers or individuals in a tiered loyalty program, is key to effective e-mail marketing, Galloway adds...

full article: http://www.internetretailer.com/dailyNews.asp?id=21882