1. Variable Content
   Variable content is either creative or copy that changes from audience to audience. Existing technologies allow a marketer to control variable content down to actual images and phrases that are used in order to better connect with the intended recipient.
   
   Variable content also includes the use of the name of each recipient. An example message may say:
   

   “Dear [customer name],
   “We appreciate the purchase of [product] you made last month. We also offer [accessory] to go along with it. Please visit our website at: [url] to explore your options.
   
   “Sincerely,
   “[Manager Name]”

   Now, imagine that example with appropriate images and other content. There are many variations to adjust for effective conversion.
2. Variable Offers
   Not all market segments are alike. A personalized message improves when the message includes a personalized offer as well. A senior citizen segment may appreciate the value of an offer differently than a younger demographic on a specific product. Offers should cater to the recipient for a higher conversion rate, which results in a higher ROI.
3. Multi-Media Campaigns
   Internet solutions often offer a much more flexible environment for the use of personalization and variable content. Offers can be sent in one media to attract the audience and then, hand them off to an online conversion tool like a website or Personal URL (PURL).
   
   The key to these campaigns is to understand how to attract, redirect, and then convert the audience. Often an “offer they can’t refuse” accompanies the first message but must be redeemed upon transfer to the second media type. When the transition is smooth, the execution can yield great results.

1. Variable Content
   Variable content is either creative or copy that changes from audience to audience. Existing technologies allow a marketer to control variable content down to actual images and phrases that are used in order to better connect with the intended recipient.
   
   Variable content also includes the use of the name of each recipient. An example message may say:
   

   “Dear [customer name],
   “We appreciate the purchase of [product] you made last month. We also offer [accessory] to go along with it. Please visit our website at: [url] to explore your options.
   
   “Sincerely,
   “[Manager Name]”

   Now, imagine that example with appropriate images and other content. There are many variations to adjust for effective conversion.
2. Variable Offers
   Not all market segments are alike. A personalized message improves when the message includes a personalized offer as well. A senior citizen segment may appreciate the value of an offer differently than a younger demographic on a specific product. Offers should cater to the recipient for a higher conversion rate, which results in a higher ROI.
3. Multi-Media Campaigns
   Internet solutions often offer a much more flexible environment for the use of personalization and variable content. Offers can be sent in one media to attract the audience and then, hand them off to an online conversion tool like a website or Personal URL (PURL).
   
   The key to these campaigns is to understand how to attract, redirect, and then convert the audience. Often an “offer they can’t refuse” accompanies the first message but must be redeemed upon transfer to the second media type. When the transition is smooth, the execution can yield great results.

Search engines do not see all web links the same. In fact, it is possible for a web master to request that a search engine NOT follow certain links to keep SEO value from "leaking" from a website. Some websites, blogs, and other web tools may allow you to link as a professional without providing you with search engine credibility.

Search engines use special properties within link tags to determine whether or not they should spider the link and follow it to the next page. The property may be set to "dofollow" or "nofollow". The search engine then knows what it should do when it arrives at a link.

Professionals work diligently to promote their websites to search engines. What pros may not know is that a site they believe is providing great SEO benefits may simply be using their content for their own purposes without providing linkthrough credibility.

Many online professional services like ProSPOTLIGHT and others offer the ability to make posts and submit content with "dofollow" status. Any time a pro links from that service to another website, they receive the SEO benefit.

The key is to find websites that are known for their "dofollow" practices.