One of the most difficult parts of creating a dynamic e-mail marketing campaign is development of the content strategy, sometimes called the campaign business rules.

In dynamic e-mail, campaign business rules define how content and the recipient profile will be brought together to produce the final message for each recipient. As the name implies, these rules are based on the campaign's business objectives.

If you've run e-mail campaigns before, you've used simple business rules - even if you didn't call them that. Selecting a subset of your database for a special promotion is applying a campaign business rule.

Developing effective business rules is usually an iterative process. Prepare a first draft, then refine it until all stakeholders are comfortable with the results. As part of that iterative process, ask the following questions of each potential rule.

Get the full story at ClickZ