Tips on Customizing E-mail Communications

FS: Why do you think nonprofits aren't doing this well?
BM: To e-mail marketers (both for- and nonprofit), customization seems hard and time-consuming. Developing and implementing a strategy can be daunting to those overwhelmed with a lot of data at subscribe, especially when time and resource constraints are present. (Where do I start? What should I use?) However, there are small tweaks that data can help guide that, when implemented, can leave a big impact on subscribers — and response.