Digital Marketing - Data into Dollars

Assuming the material does get read, customization must be applied wisely to have the desired effect, Hoefle and Nelson caution.

"You don't want to come off as being too Big Brother-ish," Hoefle says. "You don't want recipients to realize that you know how much money they make, or that they have a dog. The piece might just happen to have an image of an affluent couple with a cocker spaniel, so it's an emotional trigger for that recipient."