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If you have more information than name and email address on your customers and email subscribers, why not use it? If you haven't collected information, perhaps this is the key ingredient currently missing from your program.
For example, if you are an online retailer of bicycle apparel, parts and accessories, capturing demographic information such as sex, age and biking preference (road, mountain or both) would enable you to conduct fairly targeted campaigns. Using this data you could develop customer profile segments (i.e., males over 40 who ride mountain bikes) who then receive emails with specific products, offers and messaging that appeals to this demographic profile group.
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