C Spire Wireless' e-mail newsletter engagement increased dramatically through a campaign that personalized news to what recipients preferred, according to this MarketingSherpa case study. A nonpersonalized version of its NEWSLINK garnered a healthy open rate, but creating a website that supported the newsletter and tying a customer-loyalty program to the act of selecting news items of interest resulted in nearly double the click-thru rate and an open rate that skyrocketed from 8% to 51%, according to Justin Croft, manager of campaigns and promotions.

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