• by Ben Frederick  @mp_benfred, July 8, 2015

Avari, a company that specializes in personalized marketing, has rolled out new email technology that enables marketers to automatically insert content into mass emails based on the individual recipients.

The technology, called Next Best Content, pulls from the marketing brand’s own wells of content. They say no third-party content is available, yet.

The company also claims the new tech can infer similarities between new customers and existing customers in the hopes that emails are still personalized -- even though the marketer doesn’t “know” the new customers yet. Using a code to track user preferences through cookies, once users opt-in, more specific content can be selected for them using both implicit and explicit data. 

According to a company spokesperson, “implicit data includes subtle behaviors like dwell or reading time, distance scrolled on a page or form abandonment.”