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Page 68 GO IT ALONE!
Today we are pleased to announce a new feature which allows for greater personalization within the body of your e-mail messages. Dynamic messaging and conditional logic allow you to compose and send one e-mail, but have different content display to different recipients based on their demographic profile. For example, if you are the e-marketing coordinator for an Internet sporting goods store called SportsDeals.com, you may want to send out an e-mail of special deals to all of your past customers. You may want your customers who play tennis to receive a promotion about tennis equipment and you may want your skiing customers to receive a promotion about skiing equipment. And you may want everyone else to receive a generic promotion on any product within the store. You can accomplish this by inserting simple IF-THEN-ELSE statements within the body of your e-mail. . . . This example is included not to recommend the JangoMail service but to demonstrate the unending, almost daily march of customization. ASPs like JangoMail are constantly working to build additional features that create ever more power for users. It’s not that any one service or innovation makes a huge difference. It’s that the sum of each of these innovations adds (the singles and doubles) a new level of power to the entrepreneur’s capabilities. These singles and doubles accumulate, making the go-it-alone business far stronger with each passing month. We can look at the JangoMail advancement from multiple perspectives. First, it follows the Rule of Decreasing Support Costs. A new level of powerful customization is now available at a lower cost than previously because JangoMail has increased the power of its service without raising price. Second, a JangoMail user could previously have accomplished the same end results offered by the new customization, but only
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GO IT ALONE! Copyright 2004 by Bruce Judson. Reprinted by permission of HarperCollins Publishers. All rights reserved.
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