Dave Wieneke on the Benefits of Email Personalization

When is email definitely not spam?
When it’s relevant and people really want it.

Email service provider ExactTarget quotes me in their corporate blog today on the benefits of creating highly personalized email communications. Along with the “use benefits” I quantified for them, I’d also offer that personalizing communications often shifts the editorial voice to being more customer-focused.

In the end, communication isn’t technical; its personal. It inevitably conveys how we regard the person we’re addressing, and the values of the company or person sending the message.  If these personal aspects are removed from a message, then the communication becomes a notification.

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