Personalization – the science of creating highly relevant emails that are as close to one-to-one messages as you can get at scale – is an email marketer’s goal and the toughest challenge.

Personalization is the most effective email tactic for 62% of email marketers who participated in a recent survey by Ascend2. But, 47% of them also said it was the most difficult one to pull off, thanks in part to the trend toward hyper-personalization from higher-order data integrations like artificial intelligence.

I’ve seen this in my work with clients as well. Many struggle with personalization and segmentation, and it’s not just lack of data or the capability to integrate it in their email platforms.

They just don’t know where to start.

They have an abundance of data everywhere and no clear starting point either for upgrading a personalization program or starting a…

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