This information, of course, is accessible in real time and at all times,

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A cinema chain would now be able to send a personalized email to each user every week with the following information: listings in the cinemas near their home, highlighting the films that interest them most (action, children's, comedy, etc.), omitting information about films they have already seen (the information is provided by online purchases or their loyalty card) and, if it also has the information that they usually buy five tickets, offering them a special discount on a ten-ticket voucher.

If they also buy tickets at the time of receiving the email through the website, a second email is sent with a promotion for a €2 discount on each popcorn menu, as well as thanking them for their purchase.

Another example could be a hotel chain that sets up a program of several emails from the moment a reservation is made. The first email would offer information about the reservation and indicate how many days are left until a customer checks into the hotel. It would be accompanied by several offers that the customer can book in the area where he or she is staying: Would you like to use the spa services?

Would you like to book an excursion? Would you like to make a advertising database reservation at one of these restaurants? The following emails would of course indicate these additional services already booked and try to upsell others… But it is possible to go even further. Let's say that three days before the customer is going to check into the hotel, the weather forecast is already known.

Wouldn't it be nice to offer the customer a rental car or some indoor activity if it is going to rain? Or perhaps it would be nice to emphasize the good weather and to take advantage of it by booking a boat excursion? The possibilities for detailed customization, in real time and with practically any data source contributing its grain of sand, makes the possibilities for customization enormous. Almost as huge as the potential for increasing average sales per customer through this detailed customization.

Whatever the objectives that a company wants to pursue with email marketing (brand positioning, sales, information), detailed customization is what will allow it to improve them. And, today, only a highly complex infrastructure in the cloud is able to do so.