Finding the right balance when sending personalized messages to recipients can be tricky.

But understanding purchase behavior, knowing when to withhold information and looking beyond opens and clicks will help marketers find that sweet spot.

For example, if you re purchasing a gift for someone online, and you begin to receive personalized emails from the site based on those preferences and not yours, there s a real disconnect there.

Marketers need to find the balance between sending relevant messages to the right recipient without overstepping boundaries.

To do that, segment subscriber lists to help understand when to have one-on-one personalized dialogues or broader conversations with subscribers.

Test your messaging in each of those segments to understand what works best and to make sure your personalized messages don t go too far.

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