I recently received an email that used both aspects discussed on the blog. It was audience-centered and it was personalized.
I am a subscriber to Netflix and my latest DVD had not yet arrived. I hit the "report problem" link. Soon after, I received an email reply that focused on my needs. Did I want the same DVD? Did I want to pick a different one? Netflix has really tried to personalize what can normally be a very generic situation.
The advantages of audience-centered communications and personalized mass emailings should be obvious. The disadvantages are not as obvious. I have to assume that logistically it is not possible for some business' to communicate in that style.
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