When e-mail was first introduced as a viable marketing and communications vehicle, organizations used it to send mass messages to large databases of contacts. But audiences today favor personalization of the marketing messages they receive, so the focus has shifted from a "one size fits all" model to content that is relevant and specific to the intended recipient.

The purpose of this paper is to review general concepts behind personalization, further investigate its advantages, discuss the challenges to personalizing campaigns and provide solutions to overcome the challenges.