Five Things You Need to Know for Successful E-mail Personalization

2. Gain access to adequate customer data. “Without data that can be accessed across channels, customers can’t be analyzed and segmented according to RFM or other characteristics for future offers,” the authors point out.

Customizing and personalizing e-mail messages for a large group requires buyer-level sales data, as well as specific results from past marketing efforts, such as how individuals have historically responded to past offers. All of this data should be collected in a single customer database and integrated and analyzed across all channels, the authors write.