IBM recently unveiled another of their Five-in-Five series. If you've never heard of it, IBM makes an annual prediction of five trends or innovations that will alter the modern technological landscape within the next five years.
After predicting increased biometric security and actual mind reading powers, the last point in the series caught my eye: We're going to see the end of impersonal email.
Due to the amount of data that can be stored and analyzed quickly, every single mailing can, and will be, personalized not just to a recipient, but personalized towards what the recipient will find most relevant.
An article discussing the Five-in-Five series analyzed an opt-in procedure categorizing recipients' email request based on their driving, shopping, and eating schedules. Emails were specifically targeted to individuals based not only on their personal history, but also targeted based on when they were most likely to ‘need’ those emails, i.e. before leaving the house to go to the mall or deciding where they should meet with friends for lunch.
Delivra’s demographic fields allow our customers the ability to send email tailored personally to the recipient, and to the recipient’s interests. How much do you know about your recipients? How engaged are they? Are you utilizing all of the demographic fields available to better target your email campaigns?
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