l method of improving open rates and response rates. This method is personalization. Message personalization can be done by inserting what is known as mail-merge fields into your message. For example, if you wanted to insert the first name of a subscriber into a message subject or body in IntelliContact Pro you would just type in [fname]. Take a look at the two below messages and see the difference inserting mail-merge personalization fields can have.

Message 1 - No Mail-Merge Personalization Fields

Dear Subscriber,

Thank you for purchasing one of our products in the past. Today we have launched a new online catalog that may help you in your future purchases. You can find this catalog at http://www.autobodycorp.com/catalog/.

We appreciate your Business. Please know I am always here if you have any questions about your past purchases.

My warmest regards,
Frank Desean, President
Autobody Products Corp.
http://www.autobodycorp.com

Message 2 - Using Mail-Merge Personalization Fields

Dear [fname],

Thank you for purchasing [productname] on [purchasedate]. Today we have launched a new online catalog that may help you in your future purchases of [productcategory] products. You can find this catalog at http://www.autobodycorp.com/catalog/.

We appreciate having the business of [Businessname]. Please know I am always here if you have any questions about your purchase of [productname] or any [productcategory] purchases that you may make in the future.

My warmest regards,
Frank Desean, President
Autobody Products Corp.
http://www.autobodycorp.com

As you can imagine, message #2, using mail-merge personalization fields, is a much more personal communications and would likely lead to a greater message response rate.

List Segmentation

There is no doubt that specifically targeted emails with valuable and relevant content work the best. By dividing your database either by interest or demographic, you will be able to appeal to the needs and wants of your consumer and improve your sales results. An effective segmentation strategy, however, begins with the sign up form. Make sure you are collecting the information during the initial signup that you will want to segment by later. IntelliContact Pro includes a list segmentation feature that makes it easy to segment your lists by any field in your subscriber database.

Ryan Allis is a nationally recognized expert on email marketing. Ryan is the CEO of Broadwick Corp, providers of the email marketing software IntelliContact Pro. For additional information on Email Marketing software, visit http://www.email-marketing-software-resource.com.

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