Good morning, Marketer, don’t get too personal when personalizing.
There’s such a thing as too much personalization. For example, Feat Clothing recently sent an email to customers that opened with, “it’s your neighbor right across the street with the silver car and little dog.” It then went on to say everyone “can see when you walk around your house in your underwear all day.” Finally, it ended with a reminder to put out the trash because the garbage men came tomorrow. Below that was the company’s name and CTA.
Is it any surprise that some (but not all, according to the WSJ) customers found this creepy? I’ve no doubt a lot of people signed off on this, so, wow. There’s no firm line on what too much personalization is. However, I think we can all agree that sounding like a peeping Tom should be a red flag.
Constantine von Hoffman,
Managing Editor
