There are a lot of options available to you for your I-Marketing program. Others offer an a la carte menu of options. Either way, the I-Marketing options available to you for your program need not be overwhelming. On the other hand, with an ASP model, you are responsible for all of these activities, done through an interface provided by the service bureau. The ability to personalize I-Marketing is one of it's many benefits.
Some service providers allow for only limited personalization, for example, first and last name.
Others enable you to segment your list and target those segments with unique messages, as well as personalize both message and subject line with name and other database driven attributes. With this type of personalization, you can send one message to customers who listen to jazz, and a different one to customers who like rock. And within those messages, you can insert first and last name, as well as the location of the nearest store based on the customer's zip code. There is one other, more complex method for personalization in I-Marketing, and that is data mining. That is, messages are created uniquely for each recipient instead of for segmented groups, based solely on the information known about the customer.