There’s no real hard and fast rule to this, but striking a personal vibe that doesn’t border on the creepy is something of an art form – one that your personalized marketing company is always working hard to put into proper practice.
The key to figuring out if personalization is “too much” lies in knowing and understanding your audience. If you are marketing to a technologically savvy group, you may be able to get away with more personalization without them being creeped out.
But if your personalized marketing company has keyed in on a group of people who might not be completely comfortable with personalization, it is important that the marketing company work hard to ease them into things. Even though they’ve given you permission to market to them (because they filled out a form on your website), people can feel creeped out when you use overly personal personalization.
Maybe your personalized marketing company’s strategy should start by merely including their first name, then add in company name, and after more of a relationship is established, start including actions as personalization prompts. In fact, a good rule of thumb is to personalize around actions someone took on their website like pages that were visited, topic of recent conversion, and of course name and company.
If a person receives an email that refers to an action they took on your website, they will not be as nervous as they would if you were personalizing around specific personal information you happen to have on them.
Also, before you complete your email send, make sure that you test out your personalization. If you don’t have certain information about someone but are trying to use that personalization tag, what will the email look like in their inbox?
It is important to make sure all of your personalization tags are formatted properly and make sense in the context of the email before you send it out. There’s a fine line between creepy email marketing and personalized email marketing. Work with your personalized marketing company to define what an audience would want in the various buying or engagement stages to avoid freaking out your dynamic list of contacts.
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