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Advanced Segmentation Triples One Brand's Click Rate, Produces Click-To-Open Rate 2.7 T... - 0 views

  • As an interesting case study to the importance of segmentation in email marketing, one brand considerably improved the success of its email campaigns by sending out over 130 versions of its newsletter.
  • The brand, “HealthyPet,” which produces email and direct mail appointment reminders and educational content for over 4,000 veterinarians nationwide, launched its advanced segmentation campaign in January 2010, and has since seen its unique click rate triple, and its click-to-open rate go 2.7 times higher than a year ago.
  • HealthyPet decided to segment its database by age of pet and tailor the content of its newsletters accordingly.
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  • While it took some time to setup the initial segmentation, HealthPet says maintaining it takes minimal effort.  “We get the information from our veterinarian customers,” the company said, “and it’s automated from there.”
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