Drive Email Marketing With Analytics
It takes a true visionary to be able to say what they want and not have to listen to their audience. A true visionary can create need within the audience through invention (i.e. Apple). The rest of us better start listening to our audience.
If the first step is listening to your audience then, during this marketing age, the second step is personalization based on that listening; personalization beyond ‘Dear <First>’. Below is a simple way to listen to your audience by examining their actions and reacting to it.
Progressive profiling
Email gives us an opportunity to add more layers of data about subscribers beyond purchase activity, all keyed to a single email address. By tracking responses to our messages, we can build more complete profiles for subscribers and better understand what resonates with them, and then use that data to personalize and refine content.
(via Mashable)