In the early days of e-mail marketing, generating high response rates and a good return on investment proved relatively easy — definitely easier than other direct marketing channels such as direct mail.
The low costs associated with e-mail made the potential for ROI high. A generic e-mail message sent to thousands of subscribers resulted in response rates that no other medium had ever achieved. Yet these days, it takes more than batch and blast messages to sustain high response and ROI.
As e-mail marketing progresses, delivery of relevant and timely communications is becoming ever more crucial to a successful program. This white paper focuses on segmentation, targeting and personalization to provide an in-depth look at the strategies and tactics that marketers must adopt in order to deliver customer-centric messages.
http://www.dmnews.com/pdffiles/segmenttargeting.pdf
