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How Custom Emails Returned 137% Higher Open Rate

Ad marketers at MECLABS managed to achieve a 137.4% higher open rate and a 128.9% higher click-through rate by personalizing an email, according to results from a recent email marketing campaign sent to promote a MarketingSherpa webinar about social media, sponsored by Eloqua. Daniel Burstein explains how marketers can read about "email database best practices all day and night, but most marketers have a legacy database with imperfect information." The example provides insight into how sending different versions of an email to different segments can work.

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