Conversational Marketing |
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The article discusses the need for, and benefits of, using behavioral personalization in email marketing. The example used is Orbitz, whose targeting is so refined that it sends to as little as 10 people. At the same time, while behavioral personalization offers superior results, marketers must operate with care. As the author ntoes, "Just because a customer has opted in and given a marketer legal permission to track their behavior, best practices suggest that brands avoid creepiness."
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