Despite today's focus on personalisation, the majority of online retailers out there are still sending generic, undifferentiated marketing emails.
Why? Because most digital marketing channels have always had low variable costs (i.e. it doesn't cost much more to send 1000 emails than to send one); consequently, this approach - of carpet-bombing subscribers with the same information - became known as a 'can't lose' strategy.
But it isn't. Not at all.