A traditional marketing campaign typically requires only a small number of recipient profile attributes. Relationship is one example (customer, prospect, vendor), or customer segment (home, SMB, Enterprise).

Dynamic e-mail requires many more attributes and far more detailed information in order to provide the customization and targeting that makes it so effective.

The collection and management of that data is critical to the success of a dynamic campaign.

There are several types of profile attribute. Chances are your database has a few of each type.

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