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Dear Reader,

Welcome to Asian eMarketing and our May issue on “personalization in marketing”.

It’s a fact that in our modern online world only relevant emails stand a chance in the "attention
economy". Hence, the era of the conventional newsletter - "one-to-many" and "one size fits
all" - will slowly draw to a close, considering the power of one-to-one communication isn't at
the whim of marketers anymore, but compulsory instead.

Big Data, predictive analytics and recommendation engines, form an indispensable basis for
the email marketing of the future. As part of this development, not only the well-known email
personalization has to improve in quality, but new areas will have to be consistently optimized
as well. These include contact frequency, text-image relationships, colors, image positions,
tonality of texts, email headers, subject syntax, deliverability settings, and so on, in order to
achieve a personalized customer lifecycle. Read more about all this in the issue at hand.

Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 Asian eMarketing May 2015 - Personalization in Marketing