Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22virtualROI MARKETING CHALLENGES SOLVED The trick is to start profiling your customers then tailoring your content to suit those profiles. You can then get even more relevant by observing how people respond to your mailers. If a customer clicks on cloud and application performance e-book for example that could be a clue about how to grab their attention in the next mailer. Profiling audiences in this way is time-consuming challenging and can go wrong if you are not careful. If you insist on sending everything to everyone for example you could end up thinking that is what they want simply because you are not giving them any option. But if you can get it right then you will benefit from a warmed audience that look forward to your mailings eagerly and regularly interact with your brand. Sure it takes some effort. However it is a lot easier than starting from zero. Secondly you should have data on these people. Which means you can continue to make your content even more relevant and keep them interested.