Having lots of information about your customers can be a great thing in the email marketing world – you can segment and target for better results, recognise patterns and generally be smarter with the way you approach your marketing. But, on the downside, it can make the structure of your data very complex, particularly when faced with limited space to store this data, e.g. in an email platform where you may have a restricted number of variables available to you. One solution to this problem is to store your data using JSON (JavaScript Object Notation). JSON is quite similar to XML in that they are both designed to encode data into a format that is both human-readable and machine-readable, often…