Personalization Isn't Just Knowing Your Customer's Name

For Sundeep Kapur, director of strategic e-commerce marketing at electronic company NCR Corporation, personalization in email is more than just knowing what your customer's name is and then formatting an email ,"Dear So and So." In an interview with Direct Marketing News, Kapur said, "It's nice if I address you by your name, but it's even better if I can remember what you did the last time or if I know what you like." He recommends that email marketers use data to get to know customers better and create messaging based on their behavior.

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