Marketers today are being told that the days of the batch-and-blast e-mail are over.  Instead, the goal is to create relevant, customized e-mails that speak directly to the recipient, creating a one-to-one relationship with each individual consumer on your e-mail file. 
The benefits of sending relevant communications to consumers are many.  Marketers who have employed the techniques that will be discussed below have seen conversion rates double, seeing increases of more than 100 percent in average order size and increases of 70 percent to 150 percent in revenue per e-mail. 
In addition to double- or even triple-digit increases in revenue per e-mail and conversion rates, other benefits can include better customer relations and lower opt-out rates.  Most marketers will agree that they want to send more relevant campaigns, but the question is how.
The foundation for creating more relevant communications is data.   Understanding the overall behavior of your customers acros