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Research

Segmented email campaigns increase ROI: study

January 12, 2011

 

By Elizabeth Zelesny

computer-stock-2Segmented email campaigns based on consumer behavior is one way to ensure a luxury marketer's email efforts produce strong return on investment.

Since almost half of marketers say email marketing will eventually increase return on investment, luxury brands should take note and develop a strategy to reach affluent consumers. A study conducted by MarketingSherpa found that 57 percent of marketers surveyed are using segmented email campaigns based on consumer behavior, while 43 percent used segmented email campaigns based on cycle.

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