Data-based marketing doesn't give e-mail recipients the creeps

12/11/2012 | MediaPost Communications

E-mail marketers say they're embracing Big Data to create highly tailored messages -- and that their customers are fine with that. Highly customized outreach risks seeming creepy, but in fact many consumers appreciate the personal touch. "We've found that the most data-driven, potentially scary messages ... are the messages our customers and our subscribers react the most positively to," said marketer Greg Samson.

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