How Much Personalization is Too Much?
- Dec 2, 2016
- 2 min read
When you are personalizing print or email communications, it’s important to remember that there are real people on the end of the line. Good use of data can be very effective, but the poor use of data can make people uncomfortable.
One marketer caused a stir, for example, when it targeted men with a personalized communication that used their names with “Jr.” added to the end to represent the son they might have some day...if they aren’t careful. Needless to say, plenty of recipients were uncomfortable with that approach! This is something many industry commentators call “the creepy factor.”
So how can you personalize your content in a positive way without crossing the line? Here are three tips.
Protect private data. There is a difference between selling educational materials and selling refinancing offers. If you’re selling educational books to children, for example, you might want to know that your neighbor down the street bought a set of the same materials. But you probably don’t want a mortgage company outing you as a good candidate for a refinancing offer.
Make sure your data is current. Keep your data clean and current. One company was criticized for marketing to recipients as if they were one step from a retirement home when, in fact, many of them were not even retired. Use surveys to stay in touch with your customers and get to know them. If necessary, use third party data houses to fill in critical details.
Be considerate. Use the data in a way that is respectful and considerate of the person receiving it. You may not want to let recipients know just how much you know about them upfront. Some marketers start with basic targeting and segmentation, then layer that communication with name personalization, rather than using highly personal details overtly.
Remember that data is just data. When it comes to personalization, it’s what you do with that data that matters.
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Ранее мы вас информировали о том, что в США был принят Закон «О корпоративной прозрачности» (Corporate Transparency Act, CTA), обязывающий все компании США раскрыть своих бенефициаров. Но с приходом к власти администрации Дональда Трампа, все изменилось
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Новые распоряжения Минфина США кардинально изменяют применимость Закона «О корпоративной прозрачности». В официальном пресс-релизе Министерства финансов от 2 марта 2025 года прямо говорится, что «после вступления в силу предстоящих изменений правил» будут отменены штрафы за несоблюдение требований о раскрытии бенефициарного владения и при этом отчётность сохранится только для иностранных компаний, зарегистрированных в США. Таким образом фактически «подотчетными компаниями» по CTA признаются лишь иностранные юрлица, а все американские компании и их владельцы оказываются освобождены от этих обязанностей. Критики указывают, что такой подход «противоречит намерениям Конгресса», поскольку изначально…
"Great question—personalization really is a fine balance. Too much can feel intrusive, while the right amount makes experiences smoother and more enjoyable. It reminds me of travel planning too; knowing details about the british airways terminal las vegas is helpful, but only when the information is relevant and easy to use. When personalization adds clarity instead of noise, it truly improves the experience. Thought-provoking read!"
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