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How Volvo Construction Equipment lifted open rates.
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- Author(s): BANNAN, KAREN J.
- Source:
B to B. 9/19/2011, Vol. 96 Issue 9, pS010. 1p.
- Subject Terms:
- Additional Information
- Subject Terms:
- Subject Terms:
- Abstract:
The article reports on John Johnston, e-business marketing manager of Volvo Construction Equipment North America Inc., who has said that personalization is important to the success of the company's email marketing program and having the right content is the company's biggest email demand. He further said that the automated personalization is helping Volvo get customers the right information more quickly, which helps with conversions.
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