This use of dynamic content separation helps ensure that the content they post is for individual recipients and that links are driven by clicking, purchasing, and also increasing the ROI of their e-mail marketing campaigns. These are regular e-mails to customers who choose to receive updates from the company. Newsletters often do not have clear marketing messages but seek to build product-customer relationships. They usually have a chat tone and contain news and information that interests the customer. The goal is to stay in touch with the company even when the customer is not buying anything.