How many mornings do you wake up interested to hear the latest on the news? Sometimes you tune in to hear the latest without a specific topic in mind, but you’re much more likely to tune into the news that's of interest to you. On the topic of interesting news, what is it that your email newsletter readers are gaining from your weekly sends?

If you’re using an email tool that integrates with a sophisticated tracking solution, you can actually gain a lot of useful segmentation data by digging into what interests your readers. From there, why not try sending offers in the way of an A/B split test? For example, test data "A" receives the email newsletter version to their liking with offers for them to redeem, while split test data "B" receives a designated email offer specifically for their area of interest but a separate email newsletter without the offer. Study the conversions and use the data to determine your future strategies.  This sort of dynamic approach allows you to optimize your spending while giving your readers what they want, ultimately producing the best results.

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About the Author

Christine Cheas is a strategic account manager at Lyris and consults with clients on integrated marketing campaigns.

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