E-mail on Steroids

Quantity does not equal quality. Successful marketers don’t push their messages. Instead, they strive to understand their subscribers’ needs, preferences and behaviors — and they approach e-mail as a vehicle that allows them to tune into the interests of their e-mail recipients.

To customize and deepen your e-mail relationship with your subscribers, you’ll want to take advantage of two sophisticated e-mail techniques that should be a part of your marketing arsenal: triggered messaging and dynamic personalization. These two capabilities allow you to communicate with your e-mail subscribers based on the information they volunteered during sign-up, what you know about how they interact with your e-mails and what your Web analytics tell you about what they do on your site.