By refining each customer segment and sending only well-tailored communications that reflect the nuances of each segment, Intermix has apparently been able to better engage customers, who have learned to trust that the communications they receive from Intermix offer something of value for them specifically. They are therefore more likely to open and act on those communications. As a result, Intermix has recorded a 90% increase in its email open rate, a 46% rise in clickthroughs, and an 84% decrease in email opt-out requests. Intermix also found that although due to the current economy customers have been spending fewer dollars on each transaction, they have been making purchases more frequently since the introduction of the targeted email References: https://www.marketingprofs.com/casestudy 2009-9363/how-a-womens-clothing-retailer-backed-the-2008-downturn-apped-revenues-via-email Questions: 1. Discuss the contact method used by Intermix's to contact its customers and elaborate its effectiveness. 2. Intermix's segmented its customer to three segments, explain its goal of segmenting customers and how the results obtained by the company help for better performance. 3. What are the lessons learned from Intermix's that can be helpful to other marketers