Personalize your outgoing messages with dynamic merge fields. Emails, sms & even voice broadcasts can all be customized to dynamically include information which you've collected from your subscribers.
You can also used captured data to control who is getting certain messages. Retail stores can collect what fashion label a shopper likes & then can contact them when that specific label is on sale... "Hey you little devil, your Prada is on sale! Come in to enjoy 30% off!