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Website magazine’s Peter Prestipino highlights the notion that sometimes, the best way to stimulate action is to illustrate results. This is especially the case when it comes to web site segmentation and personalization, a critical effort where many online merchants still lag. Mr. Prestipino writes about PETCO’s impressive 400 percent increase in online email signups and 18x return on investment, and how this online retailer’s successes can be a wake-up call for other online marketers.