It’s ready. Your beautifully designed, flawlessly coded email is one click away from being fired off to thousands of customers. There’s just one problem: everyone is about to receive the same message. No, the forename which has been shoehorned into the subject line doesn’t count. It’s spray-and-pray dressed up as one-to-one. Email marketing deserves to be more sophisticated than that. And it can be. We live in an age of dynamic content, data science and machine learning. To the benefit of customer and business alike, it’s possible to send expertly tailored content based on a person’s purchasing and browsing activities. But even a richly personalised email programme can sometimes trip up. Read on for a list of personalisation perils –…