Successful Email Marketing is 1-to-1 Permission Marketing

When it comes to email marketing, many think plain bulk email: essentially the same message is sent to a large number of recipients. This is simple and cheap, but there's one problem with it: it does not work as good as it could and should, and it doesn't take advantage of email's strength.

Email's strength is personalization. Instead of the same boilerplate message going to all of your house list at the same time, truly successful email marketing consists of personalized messages being sent to customers individually.

These messages take into account what the customer is interested in, what she bought in the past, how often she buys on average, her budget, etc. This is one-to-one marketing.