BtoB Magazine: Why you should collect preferences from your customers and prospects?

If you think collecting customer preferences from your customers is not important, you’re quite wrong.
BtoB Magazine writes a very good article on this issue:
Collecting preferences, interests, likes and dislikes from your customers and prospects to better understand them as individuals is the foundation for developing more relevant, effective messaging for your e-mail marketing communications.
The key to successful marketing programs is the ability to speak to your customers as individuals and appeal to what is most important to them; one message does not fit the needs of every customer. Collecting preferences helps you understand these individuals and the subjects in which they have the greatest interest. This enables you to customize your messages and increase conversion rates. Read full article