SUMMARY: Marketers have a wealth of data in their email and CRM systems that can take the guesswork out of creating email campaigns and newsletters that resonate with subscribers. The key is identifying segments of your database and customizing email messages according to their preferences.
We interviewed a marketer to learn how his teams have mined data to produce customized email messages that improve subscriber engagement. Includes tips on:
o Personalization tactics
o Writing for prospects vs. customers
o Using dynamic content
o Testing segmentation by industry vs. job description