• by Joe Mandese  @mp_joemandese, June 8, 2015

Personalized marketing is truly one-to-one, whereas customized is more “one-to-many,” according to Sears Holding digital addressable marketer Ryan Deutsch during his opening keynote at the Email Marketing Summit this morning.

“We don’t have as many contacts to engage with in personalized experience, as we think,” he said, noting that is what makes email marketing so different and significant.

Another big difference, he said, is that whereas most other digital marketing channels -- like search or Web browsing -- rely leverage “explicit” intent signals from consumers, email marketing really relies on implied signals.