Informatica's “Potential at Work” e-newsletter combines an impressive breadth of content with precise targeting. The company's ongoing program features six separate e-newsletter versions for different types of IT decision-makers: architects and developers, as well as leaders in applications, information, IT, sales and marketing. Each is personalized with the recipient's first name, and the individual personas are directed to separate microsite landing pages. Email-newsletters stories are compellingly written, presenting product-agnostic thought leadership that features opinions, analysis and interviews. The stories drive readers to Informatica websites and forums that contain additional content targeted to each persona to foster subscriber growth, demand generation and lead nurturing. Each newsletter has three original feature articles, which are translated into nine languages. The impressive result is 54 separate mailings targeting clearly defined segments, created and sent every six weeks.