DP2Web

The concept of personalization - tailoring / varying the message to suit the characteristics of the recipient - has existed for almost as long as email marketing has. There are certain types of messages where this is well used - e.g. in sending out periodic statements to customers, by media companies to provide news items of specific interest etc. For others who do not have such an application or use, many times personalization stops with using the customer's name to greet. There are other ways in which personalization can be put to use - ways that actually let the recipient identify with the message. For example, a good way to make the message relevant to the recipient is to start by referring to an activity that the recipient recently had with you. Something like: "You downloaded the white paper ' Using Subject Lines Effectively ' recently from our website. Hope you found it interesting." Or: "You recently wrote to us with an inquiry that we replied to.