ou’ve heard this old adage: You can’t see the forest for the trees.

The formal definition (at least what was easily Googled) is “an expression used for someone who is too involved in the details of a problem to look at the situation as a whole.”

This is something I think we all suffer from as e-mail marketers. Or maybe it’s that we get so involved in the complexity of what we “could do” that we are paralyzed from doing what we should and “can do.” Let me explain…

Many e-mail columnists and leaders in the industry talk about the power of personalization. They talk about dynamic content and advanced personalization as ways to further engage and build relationships with your customers. I do not disagree with these points. However, if you’re too resource-strapped to actively manage dynamic content, your database is too cumbersome to manage advanced personalization, or you are so overwhelmed by all of your options that you’re paralyzed–stop, take a step back and look at the situation as a whole. Your goal is to send a personalized, engaging communication to your customers. This doesn’t necessarily mean highly complex and complicated. In fact, personalization can be powerful and engaging even if it’s simple to execute.

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