By Ellie Howard on May 13, 2020 1:06:00 PM
As consumers, we’ve all had experiences where personalized email marketing has gone too far. When a stranger references how long you’ve been with your company, where you went to school, or the fact that your team is currently embarking on a new project, a simple email can make you feel like you’re living out a scene from Orwell’s 1984. This is where a marketing campaign takes a giant leap over the line from personalized to creepy.
But there is a level of effectiveness that comes with personalized strategies. In fact, we always recommend developing your campaigns based on a strategic buyer persona. For marketers, the question comes back to this - where is the line? How do we maximize effectiveness and position ourselves as a viable solution to our consumers problems? How do we incorporate personalization without feeling like Big Brother? Sapper CEO Jeff Winters explores this topic in "Using Data to Create Better Lead-generating Emails" - a recent article by Smart Insights.
“When these hyper-personalized emails miss the mark, they aren’t just ineffective, they’re downright unsettling. According to a RichRelevance study, despite mostly enjoying personalized experiences from brands, up to 75% of US consumers deemed most forms of personalized business communications “at least somewhat creepy.”
While it’s vital to understand your market, your prospect data should act as a north star in your strategy, not necessarily as reference points in your direct outreach. To read the full article, click here.
For more information, read this article on the do's and don'ts of persona-based marketing.