October 27, 2009
In a session I hosted at last week's DMA Annual Conference & Exhibition in San Diego, I examined traditional marketing databases and how they've been designed and built to support traditional marketing, primarily analytic-driven direct mail. Email has provided marketers the ability to leverage digital technologies to render custom content on an individual consumer basis. Yet many marketers haven't taken advantage of this, instead performing blast email strategies — i.e., sending the same email to everyone, regardless of profile, segment or buying behavior.
