Truly personal brand experiences have become a desirable commodity for users, cutting through the cyber babble and striking a chord with target customers, who want to be treated as an individual, by quickly receiving content they want (The Marketer, 2012).
Personalised relationships, are arguably the most important benefit for any sized business using digital media (Taken-Smith, 2011), and have been shown to increase the level of loyalty a customers (Srinivasan, Anderson & Ponnavolu, 2002).
Email is often a common and direct form of targeting customers: especially Generation Y, which can be personalised through: automated triggers, for example using the name of the recipient in the subject line, or opening line to the email content, as well as personalising content to their preferences and previous shopping habits with the host site, tracked by data. The main objectives of personalisation is to build customer relationships and to make communication relevant to the customer so they can relate to the content of the email marketing message (Mohammadi, Malekian, Nosrati, & Karimi, 2013).
via Email Marketing Personalisation: The good the bad and the ugly | Stef G’s blog.