Having information about our readers is always useful, but email marketers need to be careful how much they use in any given campaign. If you go too far, it can feel like an invasion of privacy to the recipient.
Using a readers first name is usually a good idea, but if in that same email we are also using locations, past purchases and dress size for example, that is definitely going too far. Choosing which data to use based on the desired outcome of the campaign is key to ensuring a campaign is not over-personalised.
Segmentation is key;
Creating segments within your client database is the first step to sending email marketing campaigns with better open rates. First split your reader base into those who open frequently, occasionally and those who have never opened. Tailor each campaign to read differently to each group.
Later segment your data by location, past purchase or age group, this largely depends on your brand, and what the desired outcome of each particular campaign is.
Use common sense;
As with every marketing campaign, always put yourself in the position of the recipient, imagine how you would feel and react if you had received the same missive from a company you had signed up to. Is there a clear call to action? Are you engaged with the content? Lastly, always, always test the email, what do your colleagues think?