It's easy to send "just one email with the same content to everyone in your database," writes Matthew Johnson at the Vision6 blog. "But how do you send that same email and make it relevant to everyone in your database?"

The short answer is: You can't.

And that's why you need conditional content—copy and images tailored to each subscriber's specific interests, Johnson says.

Here's how to make conditional content work for you:

Start with a thorough review of your data. Campaigns built on faulty information—say, mistaken assumptions about a subscriber's gender—will defeat the purpose of your targeted strategy by sending wildly irrelevant messages.

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