I rarely open emails sent to me from retailers (Asos)  unless there is a promotion which catches my attention.  Therefore looking at the email from an analytic perspective , I have identified the email sent are personalized however  not to a great degree e.g. name, address, hobbies but rather  more generic e.g. gender.  There is room for greater personalisation as products highlighted are very random with no consistency towards personal style/appeal e.g. specific  type of jacket,shoes  there could be a focus on history of previous purchases to further increase personalisation.

Mohammadi, M., Malekian, K., Nosrati, M., & Karimi, R. (2013) highlight the importance of using all customer information that is available to you focusing on  personalisation  so the customer relates to the contents of your email marketing message.

Asos implement the use of call to action in their email in an attempt to encourage customers to act immediately which  does have positive results in regards to the viewing of email. As this was the  primary reason as to why I viewed their email  and might lead to a purchase of their products.